The actress and influencer has bought Illuminate by Ashley Tisdale from BH Cosmetics and is planning a re-brand.
Milani is known for overindexing in multicultural consumers, and has recently expanded in Walmart, Target and Ulta Beauty.
The company will access Kew’s botanicals for products across its beauty portfolio.
New companies like Be for Beauty and Winky Lux that can put out on-trend products quickly are forcing established companies to figure out how to move faster.
The collection drops May 13 at 3 p.m. PST.
The company posted a $90 million loss for the quarter.
E.l.f. expects to finish its Ulta rollout in the second quarter.
Coty is also focusing on China, where it’s making products tailored to the Chinese consumer.
Strom’s goal is to “grow the pie,” she said.
Natural products now make up the biggest category in skin care.
From Beautyblender to Luminess — there are a handful of beauty brands that have grown well into the tens of millions.