With Kim's fragrances such a hit, the sisters are now getting into color. Boldface Licensing + Branding, a celebrity beauty license company, has announced the launch of its initial license Khroma Beauty by Kourtney, Kim and Khloe Kardashian. The license covers all color cosmetics, a category that they say will resonate strongly with multi-ethnic women of all ages who aspire to the Kardashian style of beauty. Boldface believes the cosmetics license/brand has the potential for great longevity in the marketplace due to strong retailer support, consumer loyalty, and the ability to continually promote targeted trend-driven newness to the consumer seasonally.
Boldface was founded by Nicole Ostoya and Robin Coe-Hutshing, beauty industry veterans focused on top tier entertainment and designer opportunities exploring white space in the market. Khroma Beauty, their first brand, offers luxury products at affordable pricing with how-to insider and behind the scenes tips provided by the Kardashians and their makeup artists via Twitter and YouTube. They report that retailer commitments have been quite robust for the brand, which offers the unique opportunity for the iconic beauties to connect with their enormous audience of followers. The focus of Khroma Beauty is giving customers the tools to attain flawless looks at home with high quality formulas at affordable prices.