QVC, Batallure Codevelop Carmindy Beauty

QVC is the latest retail platform to try its hand at beauty brand development. In September, the multiplatform retailer will unveil Carmindy Beauty, an exclusive makeup brand it codeveloped with New York-based Batallure Beauty and makeup artist Carmindy, best known for her 10-year run on “What Not to Wear.” Qurate Retail Group-owned QVC sells exclusive brands in the home and apparel categories, often times backed by famous faces — think Lisa Rinna Collection and Isaac Mizrahi’s Isaac Mizrahi Live! — but this is the first time it is codeveloping an exclusive beauty brand. The launch follows this week’s news that both Amazon and Saks Off 5th are trying their own hands at private label beauty — Amazon with its Millennial-minded skin-care line Belei, and Off 5th’s makeup venture Fifth City. Beauty is a big business at QVC. Between the U.S. and international divisions, beauty contributed $1.68 billion in sales in 2018. It is QVC’s second-largest category after home, comprising 18 percent of total sales. Developing its own beauty brands is part of a larger strategic initiative to boost growth, as well as differentiate the retailer — which began as a home shopping network and now counts 50 percent of sales coming from

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