Bobbi Brown to take over Bobbi’s Beauty brand with brand-new cosmetics line
Bobbi Bums has announced she will take over the cosmetics brand, Beauty, for her own line, which she has branded Bobbi & Co. and will be launching this year.
The beauty giant said in a statement that it will be renamed Beauty and Co. The line will have more than 2,000 beauty products and will include products that are cruelty-free, cruelty-friendly, dermatologist-tested, vegan, gluten-free and mineral-rich.
The announcement comes as the cosmetics giant struggles to regain its footing following a series of scandals, including the $100 million buyout of beauty giant L’Oréal in July.
Bum has been battling for control of the brand, which has been one of the largest cosmetics companies in the world for decades.
Last year, she sold it to beauty company L’Oreal for $1.3 billion.
The acquisition of the beauty brand is part of the Bobbi-Browns plan to reinvent herself as a cosmetics leader, with the aim of improving the health of women and girls, according to the statement.
Bums plans to create a new line, called Bobbi Beauty, with a new logo and a new brand identity.
The brand will also have a new cosmetics collection that will include Bobbi Cosmetics Liquid Eye Makeup, the statement said.
The new brand will have a range of products that feature a wide variety of skincares and beauty products.
The company said the new line will be launched in 2019.
Byrne Brown, the former CEO of Bobbi, said she and Bobbi have been working on the makeup line together for the past five years and have been “extremely pleased with how it’s going.”
“We’ve spent the past few years talking about this and I’ve been very happy with how the results have been,” Brown said.
“I know that the new Bobbi brand will bring us a brand identity that’s more inclusive, which we’ve always wanted to be.”
The new line is expected to be available in stores in late 2019, with retail launch to follow later this year, the company said.