Pure Beauty

Jane Cosmetics relaunches


The mass colour cosmetics brand will enter Ulta

Mass colour cosmetics brand Jane Cosmetics is set to make its return to the market through US beauty retailer Ulta. Led by Lynn Tilton, CEO and founder of US private equity firm Patriarch Partners LLC, which currently owns the brand, the new look Jane Cosmetics features updated formulas, a wider shade range and new brand message. It is set to enter 500 Ulta stores this month, and will expand into 65 more by late October.

The brand was previously owned by Estée Lauder, though it was sold to the newly formed Jane & Company LLC in 2004 before being bought by Patriarch in 2009.

According to the brand, Jane Cosmetics “fills a niche between value and prestige cosmetics lines”. The brand's new look packaging is said to reflect this, in conjunction with a renewed emphasis on giving back to the community. It features bright images of "the friends of Jane"; a group of diverse women who are giving back to their own communities.

The product line itself includes a comprehensive range of items including lipgloss, eye shadow, eye liner, mascara, pressed powder, bronzer, BB cream, concealer and a set of brushes. Stand out items include a pH Adjusting Stain Gloss, described as a high shine gloss which reacts to the pH level of the wearer's lips to create a personalised shade, and an Eye Primer, which comes in a universal shade to help prevent eye shadow from fading, creasing or smearing.

The entire Jane line will be priced between $6-$20, available from the Jane Cosmetics website and Ulta stores in the US.

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