Lorac is putting itself back in the spotlight. The indie color cosmetics line is rebranding itself as Lorac: The Red Carpet Authority. To kick off the effort, the brand teamed with apparel line Miss Davenporte, the Hollywood label designed by fashion stylists Estee Stanley and Cristina Ehrlich, to create a limited edition color cosmetics palette.
"It made sense to align ourselves with Hollywood because of my background," said Carol Shaw, the brand's founder and chief creator, who started her brand in 1995 after celebrity clients clamored for her hand-mixed lipsticks. The Lorac range has since grown to include more than 200 stockkeeping units ranging in price from $12 (for an eye pencil) to $52 (for a limited edition palette). "After all, that's our heritage. I am a working makeup artist. We're just bringing it back into focus. Before, we were a little disjointed. Now, we're telling a story."
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