Three years in the making, Rodial is entering color cosmetics with a 20-stockkeeping-unit makeup line exclusively at Bluemercury in June.
Known for its skin care boasting eclectic ingredients like dragon’s blood and snake venom, Rodial president Maria Hatzistefanis, wanted to create a color assortment from the view of the consumer.
“I’m not a makeup artist,” said Hatzistefanis. “I’ve always felt intimidated by the array of makeup counters and wasn’t ever sure what to use.”
Hatzistefanis took to that mission and designed a range that consists of products like eye sculpting cream, a luminescent highlighter and a hyaluronic acid cheek tint, which she said are all easy to apply.
Priced from $21 for a smoky eye pen to $57 for a bronzer, the collection is fronted by model, Daisy Lowe.
Although Hatzistefanis wouldn’t talk financials, industry sources estimate that the makeup collection could do $5 million at retail globally in its first year.
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Meanwhile, Rodial’s skin care will enter Bluemercury in June and Saks Fifth Avenue in May. Needless to say, the brand is increasing its awareness.