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ROWLEY DOES BEAUTY: After dipping her feet into the e-commerce world with an eyewear business she launched this summer, Cynthia Rowley is taking on color cosmetics in a similar fashion. Beginning today, consumers will be able to preorder debut items from a new makeup range by Rowley, exclusively via the online shop Birchbox. She will roll out additional items, including a spring collection, in a monthly Birchbox for subscribers as well as through the subscription service’s e-commerce site.

“The eyewear site is a very similar model to what we are doing now in beauty,” said Rowley, who was also Birchbox’s first designer collaborator. “We’re launching only online, creating a dialogue with our consumer, so we’re able to react and gather data and really use social media to have immediate feedback. Rather than just throwing more product in the world, it’s about influencing design in a new way.”

This story first appeared in the November 5, 2013 issue of WWD. Subscribe Today.

Cynthia Rowley Beauty will launch with three products: a 12-hour liquid eyeliner for $18, as well as two limited-edition items, a $24 Eye Shadow Palette and a $15 Gilded Canvas Bag.

Rowley said she is open to growing her range into “a cohesive collection” that could be more widely available over the next year or two.

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