By  on March 13, 2009

Mirabella Beauty’s new president, Adrienne Kramer, has given the professional makeup brand a bit of a polishing.

Kramer, who joined the Valencia, Calif.-based company seven months ago, decided the firm needed several updates, including an expanded shade range, promotional materials that would stress health and wellness and an ad campaign.

So, 18 foundation shades grew to 34, and sheers were also added to the existing lipstick range. Formulas are now also free of parabens, dyes and talc.

Kramer, most recently of Nature’s Bounty, also launched an ad campaign, a first for Mirabella, which is rolling out now. Four trend collections are under way, too.

Mirabella, which is sold in 2,000 salons, spas and beauty supply stores nationwide, also plans to expand to Far East Asia and Canada this year, Kramer said.

The brand competes with Jane Iredale and TIGI, and Mirabella contends it is the leading brand used by salon professionals with $20 million in retail sales for 2008. Wholesale sales of pro makeup are around $107 million, according to Professional Consultants & Resources, and is a category that is steadily growing.

Despite the economic landscape, which is taking a toll on salons as customers stretch out their visits, Kramer said Mirabella’s business has not been negatively affected and in fact, has grown over the past year.

“As the economy has changed, salons have lost a turn a year. Cosmetics sales will replace lost profit as the customer doesn’t come in as often. It’s a great investment for salons at this time. Our business is growing because of this,” said Kramer.

Kramer came on board just as Mirabella’s founder, Christy Thurston, announced her retirement. Mirabella continues to be owned by John Maly, a distributor of professional salon products.

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