NEW YORK — AmazingCosmetics has built its business on the premise that a few pin dots of concealer can transform a face.
Since launching their AmazingConcealer six years ago, the entrepreneurial duo behind the company, Lisa Thurman and Sue Katz, have grown the business into a full-fledged cosmetics company.
While the line includes color cosmetics, AmazingCosmetics nods to its “complexion” heritage with the spring introduction of the Perfectly Amazing Kit, billed as “three steps to a flawless face.”
Included in the $57 kit is AmazingConcealer and an application brush, Velvet Mineral Powder Foundation and Powder Set, a sheer setting powder designed to keep makeup in place. The kit also contains an instructional DVD, featuring Hollywood makeup artist Terri Apanasewicz. The makeup artist — who has worked with Debra Messing, Cindy Crawford and Melanie Griffith — began using AmazingConcealer two years ago, and said the pigment-loaded product is now a staple in her tool kit. Apanasewicz added that AmazingConcealer has become a favorite among makeup artists, as well as with celebrities, such as Demi Moore and Nicole Kidman.
The kit, available in three shades, will launch mid-April at Ulta, Sephora.com and AmazingCosmetics.com.
While neither Thurman nor Katz would comment on sales, industry sources anticipate that the kit could push 2006 sales up 30 percent to $2 million.
In May, the company will shift its focus to its color business by introducing its Suede Collection, five palettes that each include two eye shadows, brow powder, two shades of liner and makeup brushes for $36.
AmazingCosmetics is currently sold in 250 doors, including select Nordstrom and Sephora doors, and on QVC.
Several appearances on QVC U.K. have whetted the company’s appetite for international expansion. The company is currently looking at market opportunities in the U.K., Germany and Asia.