NEW YORK — Call it the reel thing.

Movie makeup artist Tina Earnshaw, whose credits include “Titanic,” “Shakespeare in Love” and a host of other films, is set to launch her own production in the U.S.: Tina Earnshaw Makeup.

This isn’t the first time that Earnshaw has dabbled in product development. In 2000, she launched a line of brushes called Tina Earnshaw Necessities. Her cosmetics launched in several doors in the U.K. in November, and are set to roll out in the U.S. beginning in July.

Earnshaw has a long history in the makeup biz. Her first job at 16 was working for Max Factor. After completing her training at 18 with the BBC in London, she became one of the network’s key makeup artists by 21. Since then, she has worked on a number of feature films —most recently, “The Italian Job.” In the process, she has garnered two Academy Award nominations for makeup — one for “Titanic,” the second for “Shakespeare in Love.” She is currently the lead makeup artist on the latest Spiderman film.

As well, in 1998, Earnshaw returned to work with her first employer when she was named to Max Factor’s six-artist Movie Makeup Team, created to help promote the brand’s heritage. Earnshaw and the team — which also included movie makeup artists Sarah Monzani, Michele Burke, Ronnie Specter, Louise Constad and Tracy Warbin — appeared in ads, helped create in-store promotional materials, assisted Factor’s parent, Procter & Gamble, develop shade promotions and consulted on product introductions. In addition, Earnshaw helped to develop a Titanic-inspired makeup promotion. She worked with Max Factor for three years before deciding to develop her own cosmetics line.

“I’ve been around makeup so long that I knew the ups and downs of all the lines — and had my own ideas for formulations and colors I wanted to try,” said Earnshaw. “It’s been a dream for a long time, but it wasn’t practical until I moved to the U.S. five years ago to really start considering giving it a go.

“I’ll either make my money back or go broke,” said Earnshaw with a laugh.In the U.S., the Tina Earnshaw Makeup range will roll out first on It also will be stocked in specialty boutiques, including Facade in Houston and Sheila’s at Coco in Nashville. By yearend, the range is expected to be in about 20 U.S. doors, said Susan Murphy, vice president of sales and marketing for MGL Associates. Murphy and Michael Long, owner of MGL Associates, are handling Earnshaw’s management operations for her.

The initial offering includes a full range of color cosmetics — with both single colors and multishade palettes available for maximum flexibility, said Earnshaw. Eye shadows are available in 15 single shades, $16 each, and in five different quad palettes, $24 each. Blushes in six shades are $17 each, while two trio blush palettes are available for $23 each. Lipsticks, in 17 shades, are priced at $17 each, and lip glosses in 12 colors, are $15 each. While two palettes —?one pink, one bronze, each with four coordinating shades of lip gloss and blush — are $25 each. Foundations will launch in spring 2004.

While none of the executives would talk numbers, industry sources estimated that the color line would do about $1 million at retail in the U.S. in its first year. Earnshaw’s brush line is said to do upward of $1 million a year at retail.

Between her film jobs, Earnshaw also teaches her craft to aspiring makeup artists at her own school in Marina del Rey, Calif. Courses include both standard makeup and period makeup, specializing in looks from the Twenties through the Sixties. The next session starts in September; information is available at

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