By  on April 8, 2010

LONDON — Judy Naake, who sold her stake in self-tanning brand St. Tropez in 2006, is brushing up on color cosmetics.

The beauty industry veteran, along with her son Lloyd Naake, has developed an airbrush makeup brand dubbed Airbase.

“When I started with St. Tropez, no one was self-tanning,” said Judy Naake. “I feel this could be as big as [St. Tropez].”

“I believe there is a place [for airbrush makeup],” added Lloyd Naake. “People are always looking for new things.”

Beauty salons and makeup artists have been using the airbrush unit — which comprises a portable compressor attached to a spray gun — for about two years.

“It gives a flawless, natural finish,” he added, explaining silicone is a key ingredient in the line’s product formulations. “By airbrushing, we’re not pushing product into pores, so it sits on top of the skin.”

Airbase’s lineup comprises the airbrush and compressor, which together retail for 134.95 pounds, or $205.75 at current exchange; five shades of foundation, which may be blended; two hues of blush and a bronzer, each of which sell for 29.95 pounds, or $45.66, per 30-ml. bottle. There is also a primer, which is meant to create a base for Airbase’s other products.

The brand began selling via its e-tailing Web site,, in January, and Lloyd Naake plans to enter brick-and-mortar stores in six to eight months.

Industry sources estimate the brand will generate sales of 1 million pounds, or $1.5 million, in the 12 months following the online launch.

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