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Vbeauté Launches Eye Lube

Vbeauté unveils its first skin care product, Eye Lube, since the brand launched in 2011.

It’s been four years since Julie Macklowe launched her beauty line Vbeauté.

This September the brand will launch Eye Lube, its first skin-care product since the collection hit shelves in 2011.

Exclusive to HSN, the eye cream, which is priced at $48, includes a blend of raspberry stem cells, coffea stem cells, gold powder, Alpine rose botanical technology and Persian silk tree extract. The formula is designed to lift, soothe, tone and strengthen the skin around the eye.

While Macklowe wouldn’t talk financials, industry sources estimate that Eye Lube could be a top seller for Vbeauté and account for 15 percent to 20 percent of overall sales.

Meanwhile, the brand has been repositioned since it first came on the market with lower price points and new distribution. It was originally sold at Bergdorf Goodman and later went mass, selling at Duane Reade. But according to Macklowe, the company finally found a perfect fit at HSN.

“We finally found our correct distribution with HSN,” Macklowe said. “For a small company like us, TV is a great medium and we can tell a story.”

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