Lisa Rinna Magnificence heads to Amazon – WWD

Lisa Rinna, “Actual Housewives of Beverly Hills” star and budding magnificence entrepreneur, is greatest identified within the retail world for her lengthy affiliation with QVC, however her make-up line, which started with lip kits , is heading to Amazon for her first enterprise away from her direct-to-consumer mannequin.

“It is fabulous. I imply, who would not store on Amazon? For me it is the simplest factor on the planet. You’ll be able to actually go to Rinna Magnificence and press a button. For me it is a dream come true,” he instructed WWD whereas was filming Bravo’s “See What Occurs Stay” with Andy Cohen, including that that is only the start of his retail growth plans. “My aim is whether or not it’s in Sephora or Ulta. My aim is to have it everywhere in the world “.

For Amazon, Rinna Magnificence, launched throughout the pandemic in 2020, has signed with Packable, a third-party market retailer. Of the partnership, Cheryl Krakow, president of SEL Magnificence, the distributor of Rinna Magnificence, mentioned: “We’re immensely proud to companion with Packable, figuring out that they supply distinctive service in a well timed method and can enable us to develop our enterprise even additional. The success of rinnabeauty.com has far exceeded our expectations and leveraging a partnership to promote on Amazon will maximize product accessibility effectively to a brand new buyer base. “

As for whether or not he might ever go to QVC, Rinna added, “You realize, I wish to hold this separate from that. I’ve already executed this, so I wish to do it otherwise. Now it is Amazon time. I all the time consider that you just proceed to develop “.

The corporate’s gross sales are within the eight digits, in response to a spokesperson, who did not disclose particular numbers, citing the lip plumpers launched earlier this yr as “an enormous success.”

Within the fall, the model will introduce eye kits, mascara, liners and eye shadows. Rinna can also be engaged on a scented product and physique oil, amongst others.

“I hope to hit all of the completely different areas of the physique,” he joked.

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