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Lindsay Ellingson and Divya Gugnani Launch Wander Beauty

When Divya Gugnani met Lindsay Ellingson at a salon opening last year, she had no idea the 5-foot, 10-inch blonde bombshell would soon be her partner in a new venture to be sold on QVC, called Wander Beauty.

When Divya Gugnani met Lindsay Ellingson at a salon opening last year, she had no idea she was a model.

Little did she know the 5-foot, 10-inch blonde bombshell would soon be her partner in a new venture to be sold on QVC, called Wander Beauty, a color cosmetics line inspired by Ellingson’s travels.

“I’ve been modeling for 10 years,” said the Victoria’s Secret model. “In that time I’ve picked up so many tips and tricks about how to apply makeup, what works, what doesn’t, colors and formulations. I was absorbing so much information and developed this passion for beauty.”

That passion even led her to do her own makeup for events, but she doesn’t claim to be an artist.

“[Wander Beauty] is for the woman in a cab doing her makeup,” noted Ellingson. “You carry around your makeup because you’re constantly going to meetings and doing touch-ups.”

Gugnani added, “Women put their makeup on themselves and this is all about the DIYer.”

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In mid-April Ellingson will appear on QVC to launch Wander Beauty’s first product, On-the-Glow Blush & Highlighter Duo Stick. The multitasking illuminator consists of cream blush on one side and a highlighter on the other. Available in two shades, Soft Pink/Nude Glow and Coral Rose/Nude Glow, it contains antioxidants and vitamins A, C and E.

“We decided that we were really passionate about a multiethnic approach to beauty,” Gugnani said. “When you go to a Web site right now to buy a shade of lipstick or blush, you see a color swatch and Lindsay being blonde, me being Indian, we can’t tell what that looks like on our face.”

The cofounders have established an uncommon method of enticing consumers to buy beauty online. Ellingson cast six models with a range of skin tones to display how the makeup will appear on each.

Meanwhile, to promote the line without showing the product, Ellingson has been teasing the launch with tips and tricks on her social media accounts. Also, the company is utilizing Ellingson’s Instagram, which boasts more than 600,000 followers, by having her fans vote on their favorite shades. The two shades with the most votes are going to be produced.

“We’re letting our followers have input,” Ellingson said. “I want to continue doing that with other products.”

In September, the company will launch a capsule collection that is city-inspired. Future collections will be themed on countries that Ellingson has visited. “Each product is inspired by a certain country or something I learned whether it be from Spain, South Africa or India,” she said.

The capsule collection will consist of four stockkeeping units including a face foundation that contains two shades since consumer’s skin is often different throughout the year. The On-the-Glow Blush & Highlighter Duo Stick will be sold on QVC and Qvc.com for $35 and on Wanderbeauty.com for $42 starting April 13.

While Gugnani wouldn’t talk financials, industry sources estimate that the On-the-Glow Blush & Highlighter Duo Stick could do $5 million to $7 million at retail in its first year.

“In addition to appreciating the quality of Wander Beauty products, we believe our customer will respond to Lindsay’s creativity, passion and sincerity,” said Ellen Lennon, QVC’s director of beauty merchandising. “As evidenced by her incredible social media following, she knows how to engage the customer in a meaningful and relevant way.”