Badgley Mischka will soon have its own fragrance and cosmetics line.
The fashion brand has signed a beauty license with TPR Holdings LLC, which also owns Mally Beauty, Cargo, Oscar Blandi and other brands.
The plan is to develop a fragrance that launches for spring and a color cosmetics line that launches in the summer, according to Brian Robinson, president of TPR. While distribution is not finalized, Robinson said it will be traditional, with department stores, specialty stores, television shopping and e-commerce included. Industry sources estimated the business could grow to one day do between $30 million and $40 million in net sales.
“There is a sweet spot where a company such as mine…can look to find a brand that has a very clear and unique identity and is big enough where the name is known, but not too big where they have a pre-existing relationship or they’re already taken,” Robinson said. “From a business point of view, Badgley Mischka has made a lot of improvements to their company in the last two or three years,” he noted — referencing the business’ repurchase of its intellectual property from Iconix.
On the fragrance side, the juice is still being created, Robinson said, declining to identify a perfumer. The fragrance will launch in 100-ml. and 50-ml. sizes, as well as a travel spray. Developing fragrance allows TPR to develop that beauty category, where it was previously “underweighted,” Robinson said. “International distributors tend to be more receptive to fragrance…it’s an easier road, less barriers, to expanding internationally.”
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As far as the color line goes, the first launch will be on the smaller side.
“We are prepared to do an abridged collection. You’re not going to be looking at 150 sku’s,” Robinson said. “Of all the genres of color cosmetics I still think the designer category is an underserved space.”
The collection will be in line with Badgley Mischka’s fashion, Robinson noted, describing designers Mark Badgley and James Mischka as “two gentlemen willing to take chances.”
“The same goes for us,” he added.