An assortment of products from Mally Beauty's Mallywood collection.

Mally Beauty has secured a minority investment from Guthy-Renker Ventures expected to boost the brand’s exposure.

Guthy-Renker will start developing a Mally Beauty marketing campaign to expand the brand’s television and e-commerce sales. “As the infomercials run, all channels will see a significant lift in sales,” said TPR president Brian Robinson. TPR retains a majority stake in the business through subsidiary Beauty Visions LLC. “This is going to be a win for everybody — our brick-and-mortar retailers, and all the partners we have,” Robinson said.

Terms of the Guthy investment were not disclosed. Guthy-Renker Ventures has a handful of other beauty investments, including Aquis and Dermaflash.

Mally Beauty, the line of celebrity makeup artist Mally Roncal, is sold through Ulta Beauty, Kohl’s and QVC. The brand recently launched a limited-edition collection, called Mallywood, for Ulta Beauty. Mallywood consists of nine color cosmetics products with names such as Smoky Mama Mascara and Wazza Wassup Ombré Highlighting Trio. It was acquired by TPR in 2015. Industry sources estimated Mally is a $40 million to $50 million wholesale business.

“Guthy-Renker is giving us a platform to bring my products and beauty tips to a wider audience,” Roncal said in a statement. “Their direct-to-consumer model allows products to be purchased at a low monthly price.”

“Mally Beauty has a loyal following of beauty enthusiasts and is already well-respected in the TV shopping arena. We expect Mally’s contagious personality and unlimited creativity to resonate with the direct response consumer,” said Bill Guthy, founding principal and co-chairman of Guthy-Renker.

Ohana & Co. advised Beauty Visions on the transaction. Brandt Mori at VirtualGC LLP advised Guthy-Renker, and Loeb and Loeb advised Beauty Visions.

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