Skip to main content Adds Makeup Brand BeYu

The German makeup brand expects to be in 300 retail locations by the end of 2017.

German masstige makeup brand BeYu is planning a national rollout now that it has launched on

The brand, distributed in the U.S. by chief executive officer Christian Dean and chief creative officer Lindsay Ebbin under their company Bam Brands USA, officially made its debut in U.S. retailers in April in Giant Eagle stores. Since then, it launched in Bartell drug stores and on — but is the first move that gives BeYu national exposure.

“It marries well with the Target philosophy in regards to newness, individuality, being fashionable, high-quality, but affordable,” Dean said. “It gives us a national platform,” Ebbin added. “Not every state knows who CVS is, so having Target, no matter where you are in the United States, they know.”

The brand generally sells about 180 stockkeeping units through distribution points, Dean said. BeYu produces a full line of color cosmetics, including eye shadow, mascara, eyeliner, brow products, lipsticks, foundation and blush, priced between $9 and $27. So far in U.S. distribution, the company’s Eye Bigges and Lip Bigges — wide, pigmented pencils — are the bestsellers, according to Dean.

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While both Dean and Ebbin declined to provide sales projections, the company anticipates being sold in 100 retail doors by the end of the year, and 300 by the close of 2017. “It’s growing month by month,” Ebbin said. “We think 2017 will be an explosive year for us.”

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The business is in talks with other national retailers to continue its rollout, the executives said, adding that its future is set to remain free from its own e-commerce operations. “We wanted to be able to make sure there is something we can sell into when we go to — that there’s not this competition,” Ebbin said. “I think it creates more loyalty on their end that they see we’re not trying to compete against them.”

Dean and Ebbin, a celebrity makeup artist, founded Bam Brands in 2014 with the goal of bringing German makeup products to the U.S. market. The duo also distribute Make Up Factory, a prestige cosmetics line that is sold in high-end salons and boutiques.