Surprise, surprise … or NOT! That the Kardashian sister is, finally, delving into the makeup foray. If you’re so envious of their smouldering beauty, you can buy it through Ulta by this winter.
And, not so surprisingly, the signature ‘K’ for all things the Kardashians do – hence the title of this post -, stick with this new business venture as well. The color cosmetics line will be called Khroma Beauty. It’s going to be licensed by a new licensing company called Boldface. It is a company founded by beauty industry veterans, Nicole Ostoya and Coe-Hutshing, who plan to expand into fragrance, home fragrance and other beauty categories. It’s not clear whether all of these would include the Kardashians, because BoldFace wants to do licenses “on a selective basis”.
“[The sisters] wanted to share their access to luxury formulas with their fans, and our goal was to provide a prestige product range at very accessible prices,” said Robin Coe-Hutshing, creative director of Khroma Beauty and co-founder of Boldface commented on this new business venture. “We reviewed a number of beauty and fragrance licenses prior to the Kardashians’, but the potential for creating a brand with Kourtney, Kim and Khloé stands apart because of the girls’ beauty and style, their unique connection with their fans and followers, and because they each have definitive ideas about beauty and makeup that will speak to women of various cultures and ethnicities. For us, these are the qualities of a winning brand partnership,” Coe-Hutshing added.
