Kevyn Aucoin Beauty co-founder Eric Sakas is hoping to take natural to a new level with the launch of Vapour Organic Beauty, a new prestige beauty company and its eponymous certified organic color cosmetics collection.
This story first appeared in the August 14, 2009 issue of WWD. Subscribe Today.
Sakas is billing the new range as the next generation of mineral makeup.
“We wanted to create high-performance prestige organics,” said Sakas. “The concept of the line is to keep a tight classic approach to color rather than trend.”
The venture marks the first color cosmetics partnership for the seasoned beauty veteran since Kevyn Aucoin Beauty, which Sakas ran as creative director and partner until he left the company in 2006. Now Vapour’s co-founder and director of beauty, Sakas, whose tenure also includes a one-year stint as the director of color at Philosophy, has teamed up with other Vapour co-founders Krysia Boinis, a botanical expert who will serve as Vapour’s chief executive officer, colorist and abstract artist Kristine Keheley and Vapour chief financial officer Greg Martin.
Launching this week, Vapour’s line of chemical-free, 70 percent certified organic treatment-oriented products, offers items for the face, eyes and lips as well as two skin care products. The 30-stockkeeping-unit collection is designed to achieve rich mineral color and healthy, younger-looking skin in a weightless texture and breathable finish. Based in dry plant oils, the range is also infused with botanicals designed to provide antioxidants and moisture targeted to specific areas of the face.
“We start with mineral pigments, but suspend them in a 70 percent organic base, which allows minerals to move with your skin,” said Sakas. “It’s meant to replicate a youthful glow and offer a light-reflecting look.”
Industry sources estimate the line could bring in anywhere from $3 million to $5 million in first-year retail sales.
Launching on the brand’s Web site Aug. 14 and shopnbc.com Aug. 15, Vapour will introduce makeup items including a luminous foundation, perfecting concealer, eye-color treatment, lipstick and lip gloss as well as a multiuse blush that can be used on lips, cheeks and eyes. The range also includes an antiaging skin perfector and lip conditioning treatment. Items in the range retail from $16 for Vapour’s Lux Lip Conditioner and Mesmerize Eye Color Treatment, to $44 for its Stratus Instant Skin Perfector.
While initial distribution is online, Sakas says they are “in talks” with a national beauty retailer.