NEW BEAUTY: Actress Sophia Bush has joined beauty entrepreneur Randi Shinder as an ambassador and equity partner in the fragrance and body line I Smell Great, which Shinder launched last November. Shinder’s previous beauty ventures include Clean Perfume, Fusion Beauty and Dessert Beauty.

“Working with Randi is a dream come true,” said Bush, whose title will be cofounder. “Everything with our company is based on new and leading technology, from the scent spheres to the extractions. We want to get to the heart of why women love beauty and what makes them feel special. Marrying those concepts of technology and beauty truly equals greatness.”

The I Smell Great collection is based on aromas of powdered sugar, candied flower petals, tropical breezes and hints of honey. Shinder and Bush plan to create new scents and expand the collection this year. The collection, which retails from $28 to $68, is Made in America, paraben-free and sold in biodegradable packaging. Industry sources estimate the line, which is sold online at, could generate between $10 million to $12 million in sales during its first 12 months.

load comments
blog comments powered by Disqus