Beauty & Pin-Ups Headed to Riley Rose

Level Brands Inc. has signed a contract with Riley Rose to bring four Beauty & Pin-Ups (BPU) products into 13 stores.

Under the contract, which covers the 13 retail Riley Rose locations and its online store, Riley Rose will sell four BPU products—Stay Dirty 1.5 oz., Stay Dirty 6 oz., Fierce, and Valor.

“The new partnership underlines BPU’s quest to impact the $88 billion hair-care market,” said Mark Elliott, COO of BPU and Level Brands. “The partnership is the latest in BPU’s plan to disrupt the status quo in hair-care.”

Elliot called Riley Rose an “ideal fit” for BPU. (For more on Riley Rose, read this online exclusive.)

“For BPU, reaching millennial women makes sense both economically as well as ethically,” Elliott said. “First you have the sheer size of the demo, with all its buying power. Then you have the goal of BPU, which is to be capitalists with a conscience, an idea that resonates with many millennials, especially women. Through partnerships with socially conscious brands, we are making a powerful connection to the consumers of our products.”