Grande's hair collection has undergone a reboot.

Grande Cosmetics is joining the growing beauty roster at Macy’s as the retailer makes an even bigger statement in the category. Macy’s Inc. is rolling out several items from the Grande Cosmetics’ portfolio including GrandeLash-MD and GrandeBrow in Herald Square and 19 other doors. The full 40 stockkeeping-unit array of Grande products will be sold at macys.com.

“Macy’s beauty customers are passionate and love to play and discover newness, so we are thrilled to continue to expand our beauty offering with fun and innovative brands like Grande Cosmetics and their powerful serums and dual-functioning cosmetics,” said Nata Dvir, executive vice president and general business manager for beauty at Macy’s.

The Grande Cosmetics items, such as GrandeLips Hydrating Lip Plumper and GrandeMascara will be spotlighted in some of Macy’s Growth 50 stores on special displays. The fixture is called Get Real and highlights results the products deliver without requiring services such as lash lengthening.

The rollout at Macy’s adds to Grande Cosmetic’s distribution at Sephora, Sephora.com and HSN. It is a personal victory for company founder Alicia Grande. “I personally love shopping at Macy’s,” she said.

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Grande started the company 10 years ago, tapping into her background in marketing, with one product — a natural lash enhancer. “I lived out of a suitcase for three years selling it,” she said. With endorsements from the professional trade — who she calls the influencers of that time — she was able to expand into other items including brow products and mascaras. She’s had a knack for being ahead of the curve. She touted natural lash enhancers way before the trend caught on; and Grande has lip plumpers before Kylie Jenner put renewed focus on them.

With her expanded assortment, Grande said she’s increased company sales at a double-digit rate over the past six years. She typically sells out on HSN. With the beauty business humming along, she’s directing attention to hair.

Grande is relaunching her GrandeHair Rejuvenation Serum with retails for $125.  “We’ve had hair for more than five years,” she said. “But we didn’t have clinicals,” she explained noting today’s consumers have an eagle-eye for proof of results. The formulas built off the peptides in her lash growth, but she recently changed the delivery from a spray to a dropper. The lab results showed those using the reformulated lineup said their hair was 94 percent thicker. The range is rounded out with a Nutra Peptide Shampoo and Conditioner. The full array is also earmarked for several new doors in 2019 which Grande said will be her biggest year yet.

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