Sinful Colors Makes the Move Into Color Cosmetics

Sinful Colors built a strong mass-market nail lacquer business with bold hues and keen prices. Now the brand wants to bring the same energy to a stagnant mass-makeup market with the launch of Sinful Colors Cosmetics. The company is putting star wattage behind the launch with actress and singer Vanessa Hudgens as its global color collaborator.
“Vanessa is the perfect global color collaborator for SinfulColors — she’s not afraid to express herself or take risks. She has a love of beauty and is amazingly creative,” said Siobhan McCarthy, global marketing, senior director for Sinful Colors. “She is taking color and self-expression to a whole new level.”
The expansion into makeup was motivated by requests from fans of the nail color, according to the company.
The first 18 items go on sale today on Amazon.com and are priced under $7. In early 2018, more than 100 stockkeeping units with retail prices starting at $3.99 will roll out to select chains.
Industry sources predict that when the full rollout hits next year, the brand could easily eclipse the $15 million mark. SinfulColors did not comment on sales.
Hudgens, who is currently working on two films — “Dog Days,” directed by Ken Marino and “Second Act,” with Jennifer Lopez

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