By  on July 17, 2014

In February, Desiree Tordecilla, executive vice president of Kevyn Aucoin Beauty, was faced with a robust, but perplexing sales trend.

Several of the brand’s retailers began reporting that they were bleeding through their inventory of two of the brand’s bestsellers — Celestial Powder in Candlelight and Sculpting Powder. By April, the products were sold out, and Tordecilla isn’t expecting to have more in stock until the end of the month. With a little digging, she traced the sales surge to, a Web site that aims to fuse content, community and commerce in a bid to lure the most ardent beauty aficionados.

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