Airbrush Makeup Brand to Debut

Moving from a natural-looking tan to a natural look, Judy Naake sold her stake in self-tanning brand St. Tropez nearly four years ago and is reentering the beauty industry with Airbase, a new airbrush makeup system.

With all the pieces now in place, Naake is confident that she can do for airbrush makeup what St. Tropez did for sunless tanning.

But an airbrushed look comes at a pricey price. Airbase’s lineup includes an airbrush and compressor (more than $200); five shades of foundation, which may be blended; two hues of blush and a bronzer, each of which sell for more than $45 per 30ml. bottle. There is also a primer, which is meant to create a base for Airbase’s other products.

The brand began selling via its e-tailing website, www.airbasemakeup.com, in January, and Lloyd Naake plans to enter brick-and-mortar stores in six to eight months.