RMS Beauty is readying for 2020 growth.
The 10-year-old clean cosmetics company is ramping up its recruitment in order to better communicate its clean — and soon, sustainable — message. Its newest hire is Laura Chisholm, a former consultant for brands such as NYX Cosmetics, Anastasia Beverly Hills and, most recently, RMS. She joins the company as chief operating officer. Elaine Sack, who joined RMS 10 years ago, has been promoted to chief executive officer.
As chief operating officer, Chisholm will focus on strengthening RMS’ current retail partnerships — Sephora, Credo, Bluemercury and nordstrom.com — and growing brand awareness. She joins just as the Charleston, S.C.-based company settles into a new 20,000-square-foot facility — more than double the size of its previous one — from which it will continue to carry out its own fulfillment.
“The depth of the brand and the product assortment, which is so built-out for a clean beauty brand, and the heritage of Rose-Marie, those are things that drew me in as a consultant,” Chisholm said. “With RMS, there is a rabid, loyal, cult following, so the potential for the brand is enormous.”
Despite reports of the crash of U.S. color cosmetics, RMS is said to be experiencing significant growth. Industry sources estimate that the company brought in $40 million in sales in 2019. It is said to be on track to grow its color cosmetics sales by 20 percent in 2020.
RMS has 10 launches planned throughout the year, a handful of which will be Sephora exclusives. RMS is growing its footprint with the retailer, which tripled its list of banned ingredients as part of its Clean at Sephora campaign, by raising its sku count in Sephora’s clean beauty end caps from five to 25.
The most significant launch for RMS is slated for fall, according to Sacks. That launch, which will be part of RMS’ complexion category, incorporates “a sustainability angle that gives the consumer a lot of benefits.”
“This is where our quest for innovation has matched up with our values for why we have a clean brand and what we want to do with the environment in mind,” Sacks said. “Before RMS, there was mineral makeup, but Rose-Marie is the pioneer of clean beauty. This is taking that notion and reinventing her next vision, which is better sustainability that benefits the consumer as well.”
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