Calling all bombshells: The smoldering beauty look of a Kardashian sister may be within reach — and just in time for holiday partying.
This story first appeared in the June 8, 2012 issue of WWD. Subscribe Today.
Kourtney, Kim and Khloé have signed on to launch their own color collection, Khroma Beauty, at Ulta this winter. Designed to resonate with multicultural consumers of all ages, the line is being billed as luxurious and aspirational, as well as affordable. Industry sources estimate the range could generate between $45 million and $50 million in its first year at retail.
“[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 cofounder of new licensing company Boldface, which will make its debut with the Kardashian’s first cosmetics line.
Founded by beauty industry veterans, Nicole Ostoya and Coe-Hutshing, Boldface will pursue additional licenses “on a selective basis” and plans to expand into fragrance, home fragrance and other beauty categories.
“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,” said Coe-Hutshing.
The full range of Khroma Beauty offerings — for eyes, lips and complexion — will offer mass consumers the tools to mimic the famous faces of the brunette beauties. In December, the brand will roll out with a holiday assortment of false eyelashes, mascaras and Kardazzle Compacts. A comprehensive launch with follow in late January with items like the Kurve Compact Dual Finishing Powder, a gold pre-foundation treatment called the Million Dollar Mask and a spotlight illuminator. In addition, the Kardashians and their makeup artists will provide consumers with insider tips and beauty how-tos, via Twitter and YouTube. Naturally, the sisters will star as the faces and ambassadors of their collection.
“Khroma Beauty is perfectly poised to speak to a very wide audience of beauty customers who look to Ulta for what is fresh, exciting and significant,” said Ostoya.