“Nip + Fab has developed a strong Millennial customer base with strong digital engagement,” said Hatzistefanis. “These customers are also very much into makeup, they love new trends and experimenting with different colors and looks. We had the customer base already through skin care and decided to offer them a new category — makeup.”
Hatzistefanis — who spoke at WWD’s London summit last year — named Kylie Jenner as an ambassador for the British skin-care company in 2015 after the model started Instagramming the brand’s beauty products, including those from the Viper Venom line.
Hatzistefanis, who owns the independent brand, said she wanted to establish makeup in the label’s home territory of the U.K. first, then strengthen the business before releasing it globally. She said expansion to U.S. and Australia will happen within the year.
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“Nip + Fab is still growing and we are at a stage of cementing our brand name with our existing customers while recruiting new customers, especially in the U.S.,” said Hatzistefanis. “It is has grown 40 percent this past year and we expect makeup to bring similar growth for this new financial year. The makeup completes the Nip + Fab offering and provides consumers with a full service from us as a brand.”
The ethos of the makeup range is similar to that of the skin-care one, offering mass-market shoppers beauty products at an accessible price point. It is comprised of foundation, contour and highlighting palettes, eyeshadow, blush, lipstick, brow pencil, lip liner, color correctors, concealers, primer water, a travel palette, mascara and primer.
Prices range from 5.95 pounds, or $7.43, for a lip liner to 15 pounds, or $18, for a contour and highlighter palette. It will be sold at Superdrug stores and on the brand’s website — which ships internationally — in mid–April.
The range’s lightweight foundation is designed with medium coverage and is available in ten colors. The highlighting palette is offered in six hues while the eyeshadow lineup has been done in twelve warm and shimmery tones. The contour offering includes six blendable shades. Liquid lipsticks come in a matte finish and in 10 shades while pigmented creamy lip liners are available in neutral tones.