NEW YORK — Iman bills herself as an authority on face makeup, and sales of her beauty line prove it.

Foundations account for 60 percent of Iman Cosmetics’ sales, and the supermodel-turned-beauty-executive is out for more with Second to None Stick Foundation, an oil-free, vitamin-infused foundation stick slated to bow this September.

Iman noted that she’s been working on the stick, available in 14 shades at $13.99 each, for five years.

Her passion for face makeup stems from her early modeling days, when she would have to step in for stumped makeup artists and mix her own foundation, using up to four shades to do so. “I learned the art of foundation quite fast,” said Iman.

She stepped off the runway and into the beauty business in 1994, and 10 years later inked a licensing and distribution deal with Procter & Gamble to give the brand a presence in the mass market.

Iman Cosmetics’ mass market reach extends to 600 doors of retailers including Wal-Mart, Walgreens and Duane Reade, said Marc Pritchard, currently president, Global Cosmetics and Hair Colorants, at P&G. “This brand is serving women that are underserved,” declared Pritchard, who will assume the post of president, Global Strategic Planning, on July 1. He noted that Iman Cosmetics is a good fit for at least 3,000 mass market doors. Products are at the premium end, with prices ranging from $5.66 for a lip pencil to $13.99 for a foundation, but Iman asserted that women will pay more for the right product. Industry sources expect Second to None Stick Foundation to reap $2.5 million in retail sales.

“Iman Cosmetics deals with tonality,” said Desiree Reid, senior vice president of marketing and creative for Iman Cosmetics, adding that the collection is for all women of color. It’s not about ethnicity, she said, “It’s really just about beauty.”

This story first appeared in the June 16, 2006 issue of WWD. Subscribe Today.

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