Online Exclusives

Aussie Style

By Melissa Meisel , Associate Editor | March 13, 2013

Becca’s color cosmetics land at Sephora and JC Penney.

It’s already made women naturally beautiful all over the world, now Becca Cosmetics is ready to conquer America. The color cosmetics company is entering the US in select Sephora stores and Sephora kiosks inside JC Penney.

According to the company, the easy-to-navigate Becca gondola at Sephora will be the first and only display to house a built-in customized shade match mirror, consisting of a color wheel plus a foundation finder chart, which clients can use to identify the perfect shade for their skin tone—and the brand guarantees it.

“We are thrilled to announce this exciting partnership with such an established retailer like Sephora,” said Robert DeBaker, global CEO of Becca Cosmetics. “Because Becca as a full range of foundation and concealers, we wanted to provide a tool that simplifies the consumer’s experience when it comes to finding the proper shade for their complexion.”


 
Becca’s Ultimate Color Gloss is available in a variety of hues.
 
Skin perfecting bronzer for Spring 2013.
The brand will debut its new platform along with a more tailored product line in 23 Sephora stores nationwide and will also be available on Sephora.com. Additional Sephora stores are planned to open throughout 2013. The brand is also now available in at least 50 Sephora inside JCPenney locations with plans to expand into 150 locations by the end of 2013.

“We have always been a huge fan of Becca Cosmetics, and are confident that this partnership will open new opportunities for us as a retailer to meet the needs of our ever-expanding clientele,” said Alison Hahn, Sephora’s vice president. “Becca Cosmetics has a vast range of complexion shades as well as a number of new, innovative color launches—all of which we know will appeal to our Sephora customer.”
 
Sephora will offer shade match cards to sample all 18 Becca foundation shades.Divided into three color categories (light, medium and dark), each shade match card consists of six Radiant Skin Satin Finish Foundations to ensure users can find their perfect match. Later this year, the brand’s assortment will include 100 new products that round out Becca’s four unique categories: Complexion, Perfectors, Tints and Ultimates.
 
"My search for the 'perfect foundation' became a mission that was to prove as elusive as the search for the Holy Grail!" said Rebecca Morrice Williams, founder of Becca, who started her career as a makeup artist in Perth, Australia. Frustrated by her own inability to find the perfect foundation, she set out to create it herself. After six years of scientific research and development, the Becca line was complete and judging by the reaction within the beauty segment, expect more from this brand in the future.

"The whole philosophy of Becca is about creating a natural, flawless look. It's really about skin looking amazing—everything else is secondary," she added.
 

 
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