To develop an exclusive beauty line for its customers, QVC, Inc. has teamed up with Batallure Beauty to create a new makeup brand. Carmindy Beauty, which will roll out exclusively on QVC in September, is described as color cosmetics that made for women regardless of their skin type or age, QVC said in an announcement.
Rob Robillard, VP of integrated beauty merchandising for QVC, HSN and Zulily, said in the announcement, “We have partnered with Batallure as part of our initiatives to reach beauty enthusiasts looking to discover differentiated and prestige products. Together, we will nurture and develop exclusive offerings that will be transformative in the prestige beauty space and solidify our position as a true beauty destination.”
The September rollout is planned to showcase 16 individual items along with multiple kits such as brow pencils, mascara and eye shadow, which vary in price from $15 to $70. It is also said Carmindy will debut two numbered systems, including a five-piece kit called 5 Minute Face, which is “designed to complement all skin tones and create naturally beautiful, glowing skin in just five minutes,” per the announcement.
The news comes as Amazon recently debuted an exclusive beauty brand. Fast Beauty Company came to the market care of Amazon’s brand accelerator program, which helps founders make brands to sell exclusively on the eCommerce giant’s marketplace. This is a contrast to Amazon private-label products, which are owned by the company. New York dermatologist Dhaval Bhanusali led the brand, along with Latvian models Simona and Diana Kubasova, who are partners. A collection of charcoal-based items along with collagen-enhanced hydration products are included in the line, as are items like moisture creams, makeup-removing wipes and masks. Most of the items are available for $5 and up.