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Glowelle has tapped Carmindy — the makeup artist who convinces the makeup phobic to apply eye liner on TLC’s “What Not to Wear” — to help consumers cozy up to the idea of a drinkable beauty supplement.

This story first appeared in the May 28, 2010 issue of WWD. Subscribe Today.

Glowelle is a dietary supplement, or beauty juice, created by Nestlé that is formulated with antioxidants, vitamins and botanical and fruit extracts. A daily serving of the juice, available in powder-packet form, is clinically proven to help protect the skin, even skin tone and replenish the body’s antioxidants, according to the company’s research.

Carmindy currently stars in an infomercial for Glowelle, which began airing earlier this month.

In a video clip posted on glowelle.com, Carmindy says, “Women always ask me, ‘How can I get that healthy-looking glow?’ Well, the answer is start from within. Now, you can give your skin a makeover from the inside out with Glowelle.”

Glowelle is available via the infomercial and at Neiman Marcus, with a 30-day supply priced at $79.95.

On “What Not to Wear,” Carmindy frequently encourages women in her makeup chair to find beauty from within and enhance their best features. She’s also quick to point out what they are.

Her own regimen includes exercise, supplements and bimonthly facials — well, at least it used to.

After trying Glowelle for 30 days and seeing the results, Carmindy said she stopped getting facials — which cost $185 a pop — and replaced $200 worth of supplements with Glowelle.

She also is the face and co-collaborator on the mass market cosmetics line by Coty Beauty, called Sally Hansen Natural Beauty Inspired by Carmindy.

“I have been living a healthy lifestyle for a long time and I am a big proponent of antioxidants,” said Carmindy, noting that Glowelle contains 19 antioxidants. She mixes a packet, along with almond milk and berries, into a protein shake each morning. “That’s my go-to power breakfast,” said Carmindy, who is in the midst of the eighth season of “What Not to Wear.”

Carmindy and Glowelle also joined forces for the Beautiful Choices Movement, a partnership with the Boys and Girls Club that kicks off this fall. The yearlong, educational effort is designed to empower and inspire women and young girls to share the beautiful choices they make every day. The campaign also includes a Web site, Beautifulchoices.com, where visitors can purchase a limited edition headband designed by Glowelle. All of the proceeds will go toward the Boys and Girls Club. The effort will focus on girls’ self-esteem and encourage them to live healthy lives through mentors, the development of practical skills and fitness and nutrition education.

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