LONDON — Harvey Nichols is showcasing its four newest beauty brands with a newly opened boutique area in its Knightsbridge store here.

Kevyn Aucoin, Sue Devitt Studio, Paul & Joe and RMK each have their own plots within a newly opened 700-square-foot space delegated to the new imports. All four brands will be exclusive to the retailer in the U.K. for a year.

“It’s really exciting,” said Britt Garrison, perfumery and cosmetics buyer for Harvey Nichols during a walk through of the new extension on the ground-floor perfumery department at the Knightsbridge store. “These brands are great for us and it’s a real coup for us to have them here.”

The new area opened at the end of June with 1,470 stockkeeping units in total, each label offering something different. “The new brands were all approached by the buying team here,” said Daniela Rinaldi, perfumery and concession controller for Harvey Nichols. “Kevyn Aucoin and Sue Devitt are both new growing brands in the U.S.; Paul & Joe were selected for their fashion link, great branding and product, and RMK is a huge brand in their market [Japan] with amazing product.”

Rinaldi said the brands and the new site aren’t intended to lure a new customer. “They were introduced to satisfy our existing and loyal customers who are ever seeking the newest and hottest exclusive brands and products.” And while she denied that the space is a “beauty launch pad” for Harvey Nichols, she did say another new line for the retailer, Erno Lazslo, would be added to the space in the fall.

Harvey Nichols declined to give a first-year sales projection for the new brands, but industry sources estimate them to be in the region of $300,000 at retail. Dollar figures have been converted from the British pound at current exchange.

Kevyn Aucoin’s range includes 120 sku’s divided between five categories — Skin, Glow, Eyes, Mouth and Tools — each aimed at providing women with a fresh, dewy flawless look. Skin colors are available in 16 shades. There is a Liquid Glow Foundation priced at $44, which gives a soft, subtle finish and luminous glow, or, for a more opaque coverage, Dew Drop Powder Foundation is priced at $50. Sensual Skin Enhancer priced at $45 for 18 ml. is a bestseller of the range. The longest-lasting formula can be used as an opaque foundation or as an imperfection concealer. The line also boasts an Invisible Contour Stick at $40. For cheek and brow bone definition, the line offers a 4-ml. White Liquid Shimmer at $34. The line also includes mascaras at $27 and brushes from $25.Opposite Kevyn Aucoin sits the 350-unit Sue Devitt line. Previously only available at Barneys in New York, Devitt’s color range contains Nylon-12, which contracts and expands with each facial movement, and is said to enhance flexibility and durability. Standouts include the 30-ml. Triple C-weed Whipped Foundation, $50, which contains organic seaweed to prevent dryness and premature aging. For oilier skins, there is the mineral and nutrient-rich 30-ml. Triple Seaweed Gel Foundation, a cool liquid non-drying gel designed for sensitive skin and retailing for $47. Other bestsellers include the travel-sized 3.2-ml. Mini Stars Lip Gloss Palettes, which hydrate lips with a touch of gloss and are priced at $35.

Sue Devitt will launch “Journey to the Jewels of Africa” this fall. The collection features jewel-toned colors named after a diamond mine. Priced from $22, there is eyeshadow in Hopetown Black Lavender, Lash Tints in Tanzania Golden Bronze and Eye Intensifier Pencil in Zaire Shimmering Plum.

Paul & Joe’s debut makeup line sits along the back wall of the site and is a collaboration with Japanese manufacturers, Albion Co. Ltd.

The 450-sku line offers foundations, eye and cheek color, mascara, lipstick, glosses, pencils and nail products as well as portable makeup brushes and accessories. The line starts at $6 for an eye pencil sharpener to $42 for a 25-gram Face Powder and a 30-ml. Fluid Foundation. The Imagination Cards, which come free inside each of the lipsticks and Face Color Powders, are fast becoming something of a collectible among Paul & Joe fans.

There is also a secondary, limited-edition collection called Sparkles, which consists of three lipsticks priced at $22 and three 4-gram face colors for the same price. Launching four times a year to coincide with the seasons, Sparkles appeals to women who are packaging junkies. Every product is packaged in exact replica prints of flowers, birds and patterns lifted from a shirt or dress from the Paul & Joe fashion collection. The makeup pouch, priced at $48, is also decorated in a Paul & Joe print, and is another favorite of the line.

Makeup artist Rumiko launched her color cosmetics and skin care line, RMK in Japan six years ago and with 550 skus, it’s the biggest new addition to the Harvey Nichols site. Part of the brand’s appeal is its offbeat and quirky products, such as a box of 30 cotton swabs that are moist at one end for touching up makeup mistakes and dry at the other to wipe them away. These are priced at $6.“RMK is one of the most interesting brands that I’ve seen in years,” said Rinaldi. “It’s really fresh and has an innovative approach to skin care and color.”

There is also a pocket-sized tube of blotting paper that tears on a corrugated edge like aluminum foil for $11 and a pack of 10 gel-like eye refresh masks for $27, made with peach leaf and prune extract to hydrate and cool tired eyes. In skin care, there are 15 items, ranging from $10 for a packet of 40 raspberry vitamin C tablets to $45 for a 20-gram nighttime eye cream. There are also 175-ml. cleansers from $32, 175-ml. skin toners at $37 and 100-gram two-toned soap bars for $22 each.

The color cosmetics line includes four different types of lipsticks from around $24 and eye shadows in 34 colors. Makeup tools range from $11 for an eye shadow tip to $60 for a face powder brush.

Kevyn Aucoin, Sue Devitt Studio, Paul & Joe and RMK are available at Harvey Nichols, London now and at Harvey Nichols, Manchester from August.

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