Deck of Scarlet is going broader and upping its frequency. Starting Feb. 1, the subscription service will now ship monthly and expand its offer from full-face palettes to an extensive, high-end makeup range.
Launched in 2016, the sister brand of Scentbird previously shipped its beauty bundles every other month. “As part of the updated Deck of Scarlet subscription, a new makeup must-have will be introduced each month,” said Mariya Nurislamova, cofounder and chief executive officer of Scentbird and Deck of Scarlet. The kits will alternate from all-in-one palettes to ones focused on eyes, cheeks or lips. The subscription is $29.95 per month.
“Our hope is to double subscriptions by the end of 2019 while simultaneously building brand awareness,” she added.
“The makeup space is vast and limitless, and as newcomers, we have the ability to create and develop new pigments and technologies to support our growth,” Nurislamova said.
The makeup will encompass a full lip kit line, a collection of rose gold highlighters and eyeshadow palettes, among other options. In the pipeline for the next few months are a matte velvet lipstick kit, a desert-inspired eye shadow kit and a rose gold kit with eyeshadows and a highlighter.
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Additionally, this month Deck of Scarlet revealed its latest palette, this time a partnership with makeup artist and YouTube star Lupe Sujey Cuevas. “Deck of Scarlet has been working with Lupe for over three years. During that time, the brand has built a strong partnership relationship with the beauty vlogger,” Nurislamova said.
Both Deck of Scarlet and Scentbird have been expanding. In the last two years. Scentbird branched outside of fragrances into personal care and makeup sampling. And last year, Scentbird raised $18.6 million from investors to be used to accelerate growth.