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Beauty Radar Screen: December 24, 2009

Beauty for Real is hoping to illuminate the makeup category with the launch of its introductory LED light-infused lip gloss, called See the Light.

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Beauty for Real, a new company, is hoping to illuminate the makeup category with the launch of its introductory LED light-infused lip gloss, called See the Light.

The Florida-based brand’s creator, Leslie Munsell, has been in the beauty industry for more than 20 years and currently serves as an Aveda global master and a consultant on the Aveda Pure Makeup line. “What I’ve done is taken every individual aspect of products I love and put them together,” said Munsell. “We wanted products to be fun and catchy and really practical, to make women’s lives a little easier.”

See the Light, priced at $22, comes equipped with its own mirror and two LED lights that last for a full 48 hours, which translates to about six months of regular use, said Munsell. The gloss itself, available in nine shimmering colors, is infused with antioxidants, such as green tea and grape seed as well as marine collagen for plumping. It is being launched with a lip pencil, The Perfect Pencil, $14, which is said to be the perfect lip color hue. “We’ve taken out the confusion for choosing color by streamlining the process,” said Munsell. “This is exactly the color of lips. It is smart makeup.”

Beauty for Real was launched this month into specialty stores and online at beautyforreal.com. Advertisements and in-store promotional material for the brand will feature noncelebrities and Munsell’s friends.

“Why not show real women looking really glamorous?,” asked Munsell.

In the spring, Beauty for Real will introduce its LED-lit smudge-proof Miracle Mascara. “We’re about products with actual functionality,” said Munsell, who said she is exploring retail distribution for next year.

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