“Real Housewives of Beverly Hills” star and budding beauty entrepreneur Lisa Rinna is best known in the retail world for her long partnership with QVC, but her makeup line, which began with kits for lips, is heading to Amazon for its first venture away from it direct-to-consumer model.
“It’s fabulous. I mean, who doesn’t shop on Amazon? For me, it’s the easiest thing in the world. You can literally go to Rinna Beauty and push a button. is a dream come true,” she told WWD on her way to film Bravo’s “Watch What Happens Live” with Andy Cohen, adding that this is just the start of her plans to expand sales to the detail.” My goal is whether it’s at Sephora or Ulta. My goal is to have it worldwide.
For Amazon, Rinna Beauty, which launched during the pandemic in 2020, signed with Packable, a third-party marketplace retailer. Commenting on the partnership, Cheryl Krakow, President of SEL Beauty, Rinna Beauty’s Distributor, said, “We are extremely proud to partner with Packable, knowing that they provide exceptional service in a timely manner and will enable us to grow our business even further. The success of rinnabeauty.com has far exceeded our expectations and leveraging a partnership to sell on Amazon will effectively maximize product accessibility to a new customer base.
As for whether it could ever go to QVC, Rinna added, “You know, I want to keep that separate from that. I’ve done it before so I’d like to do it in a different way. Now it’s Amazon’s turn. I still believe that you continue to grow.
The company’s sales are in the eight figures, according to a spokesperson, who did not disclose specific numbers, citing the lip plumpers released earlier this year as “a huge success”.
In the fall, the brand will offer eye kits, mascaras, eyeliners and eye shadows. Rinna is also working on a scented product and a body oil among others.
“I hope to hit all the different areas of the body,” she joked.