MAKEUP FOR FREE THE INNER DOMINATRIX

Byline: Kerry Diamond

NEW YORK — This isn’t something you hear about everyday. A Los Angeles-based company called Decadence is launching a line of dominatrix-inspired cosmetics called Yes Mistress.
The 32-stockkeeping unit line, set to launch this fall, is the brainchild of Beth Colla, a freelance toy maker who has dabbled in the world of master and servant. “I wanted to mix my toy background with my knowledge of the fetish scene,” she said.
The results are certainly playful, albeit kinky. Her lipsticks, called Whipsticks, come with miniature latex whips attached to plastic bullet-shaped caps. Her eyeliners, called LatexLiner, can be peeled off, and her powders, blushes and eye shadows come in silver plastic compacts shaped like a lock. The Dungeon Dust loose powder comes in a black tub with a metal lock affixed to the top and a leopard-print puff. Prices range from $13 for the sugary flavored-and-fragranced LipVinyl gloss to $18 for the FiftyLashes mascara to $35 for the pressed Padlock Powder.
Colla drove her packaging producers crazy with special requests. “I’ve made elaborate toys for Burger King and McDonald’s so I knew we could do this,” said Colla, who also used to paint Barbie faces for Mattel. Some of Colla’s requests were rather elaborate. The lock-shaped compact, for example, is based on an old Harry Houdini lock. All the compacts are reusable and the products are secured inside with magnets. “I don’t want people to feel ripped off,” she said.
The packaging and concept might be gimmicky, but Colla says that the product inside is high quality and she spent a lot of time testing formulas and products. In addition to her other jobs, Colla has worked as a sales associate for Ultima II and Germaine Monteil.
While Colla doesn’t have her distribution strategy worked out yet, she is in the process of meeting with retailers such as New York’s Jeffrey. They could have a hard time saying no, in more ways than one.
A Web site, yesmistresscosmetics.com, also is in the works.

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