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American Apparel, which entered the beauty category in December 2009 with nail polishes, is adding lip glosses to the mix this fall.
The lip gloss collection will be comprised of nine stockkeeping units which will enter 50 of American Apparel’s 254 stores this week, as well as its Web site. As the production run increases, the glosses will be rolled out to additional stores, with all stores expected to have the glosses by yearend.
Dov Charney, founder and chief executive officer of American Apparel Inc., said the company will continue to grow its beauty offerings, which he called “a modern, sexy, high-quality cosmetic line with the same manufacturing principles we use for our made in USA cotton basics.”
Colors include Legalize LA, a bright red which references the company’s fight for immigration reform, and Pantytime, an apricot-hued pink. Marsha Brady, a creative director for American Apparel, noted that the formula is nonsticky and moisturizing, with colors intended to work with a wide range of skin tones. “Our employees were eager to see them and try them on, so we got to see how they performed on many different complexions,” she stated. Each gloss retails for $12. While American Apparel declined to comment on projected sales, industry sources noted that the lip glosses could do $1 million at retail in their first year on counter.
In addition to its own beauty products, American Apparel also sells selected third-party brands such as Tata Harper skin care, Rosebud Salve lip balm and John Masters hair care.