02.27.19
Guthy-Renker LLC has formed a new partnership with Westmore Beauty LLC, a Hollywood-driven multi-functional makeup line. The two companies have created a joint venture —Westmore Beauty Ultra LLC—that will expand the channels in which the Westmore Beauty brand can be purchased, including retail, e-retail, e-commerce and television.
"Westmore Beauty's influence on Hollywood makeup trends combined with their passion for developing new and innovative beauty technology makes for a highly successful brand," said Rick Odum, CEO of Guthy-Renker LLC. "They're well-equipped to scale and will benefit from Guthy-Renker's expertise in marketing."
McKenzie Westmore founded the Westmore Beauty Collection in collaboration with beauty incubator IP Brands to bring the tips and tricks that were once exclusive to celebrities, to the masses. Through harnessing IP Brands' advanced technology in color cosmetics with the Westmore family's 100-year history in the makeup industry, the line has quickly become a staple of celebrities, esteemed makeup artists, and consumers alike.
"Westmore Beauty's influence on Hollywood makeup trends combined with their passion for developing new and innovative beauty technology makes for a highly successful brand," said Rick Odum, CEO of Guthy-Renker LLC. "They're well-equipped to scale and will benefit from Guthy-Renker's expertise in marketing."
McKenzie Westmore founded the Westmore Beauty Collection in collaboration with beauty incubator IP Brands to bring the tips and tricks that were once exclusive to celebrities, to the masses. Through harnessing IP Brands' advanced technology in color cosmetics with the Westmore family's 100-year history in the makeup industry, the line has quickly become a staple of celebrities, esteemed makeup artists, and consumers alike.
