“Real Housewives” Lisa Rinna launches the first Rinna Beauty eye makeup products – WWD

Chic. Clean. Fabulous.

Such is the trinity that guides “The Real Housewives of Beverly Hills” star Lisa Rinna as she formulates new products for her beauty brand.

Having launched Rinna Beauty in 2020 under the SEL Beauty brand incubator with an assortment of lip products it has continued to develop ever since, Rinna is now expanding the lip category with its new Icon Eye Kits.

“I have really big eyes, I’ve been known for my eyes since I was born, so I think [eye makeup] it was just the next most organic move to make, “Rinna said.

Available in three versions, each eye kit consists of a quadruple eye shadow, an eye pencil, a mascara and an eyeshadow brush. While the Smoke Show and Be Extra kits offer a range of shimmering shades with glitter finishes, the Better Naked kit allows for softer glam creations, consisting of a variety of neutral mattes accompanied by a mocha brown eye pastel to match.

“I love the idea of ​​making a kit, I think they are so smart,” Rinna said. “I like to do things that are simple, chic and fast. I don’t think you should work too hard – the makeup should be easy and it should be fun.

Rinna Beauty Be Extra Icon Eye Kit.

courtesy photo

Each vegan, paraben- and phthalate-free kit retails for $ 59, while the Raven Black Lash Out Mascara can also be purchased separately for $ 20.

For Rinna, developing novelties, which she has done at the rate of nearly one new product a month since the brand’s debut, is a process that requires her to look no further than her own truth, as well as that of the women around her.

“I use myself, my daughters, my girls – my mother who I love so much and who died almost a year ago – I just use everything,” Rinna said.

“Launching a makeup brand at 57, I think, is first of all unheard of, and I think the only thing I can do is bring you my experience; I’m not a makeup artist and the only way I’m an expert is in the sense that I use makeup. “

Rinna expanded with lip plumpers last spring and in August her brand launched on Amazon, marking her first retail partnership to date. Rinna said it’s one of many to come as the brand, also available in parts of the UK and Australia, continues to expand.

Although Rinna did not comment on the brand’s sales, a Rinna Beauty spokesperson told WWD in August that the company’s sales are in eight figures.

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