Mally Beauty is going back to its roots.The color cosmetics brand has been a staple on QVC since it launched in 2005 thanks to founder Mally Roncal’s career as a celebrity makeup artist, exuberant personality and consistent presence on the shopping network. The brand now plans to take the success it has had on QVC and translate that to a bricks-and-mortar setting with a limited-edition collection, called Mallywood, that encapsulates Roncal’s personality.“The brand has to be married as closely as possible to [Roncal’s] personality and I think at times that hasn’t been the case,” said Brian Robinson, president and managing partner of TPR Holdings, which acquired Mally Beauty in 2015. “Starting with the Mallywood collection, we’re going to be tying in [Roncal’s] DNA and the personality that makes her successful on QVC.”The Mallywood collection, which is exclusive to Ulta Beauty, consists of nine color cosmetics with names like “Smoky Mama! Mascara” and “Wazza Wassup! Ombré Highlighting Trio” and comes in hot pink and glitter packaging. The names and packaging are meant to translate the persona that Roncal has on QVC to an in-store setting.“At the store level, I’m not able to speak to every single customer,” Roncal said. “I sat down with my team and we dreamt up ways to make this collection a reflection of my personality. We wanted it to be fun and sassy.”While the brand has been available at Ulta Beauty since 2013, the exclusive collection is meant to further Mally Beauty’s bricks-and-mortar expansion. The brand has been actively pursuing distribution in the past few months, having just launched at 1,100 Kohl’s doors in November.“My vision for Mally Beauty is to crystallize her energy and creativity and bring it to the customer,” Robinson continued. “This is not only through [QVC], but online and bricks-and-mortar. We want the products to speak for themselves.”The brand is also looking to expand into television shopping networks in other continents, mainly in Asia. Throughout the distribution plans, QVC will still remain one of the brand’s main channels.The Mally Beauty Mallywood collection ranges in price from $18 to $32. It will be available at the end of April at Ulta Beauty.According to industry sources, the brand is on track to earn $50 million in net shipments in 2018.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion