May 11, 2021

Amazing Cosmetics Shifts Distribution Focus, Plots Amazon Launch

After 18 years in business, Amazing Cosmetics is getting a second wind.
The company, which got its start with cult concealers, has branched into primers and is pivoting its focus to QVC and Amazon’s Luxury Beauty section, where it is slated for an October launch.
Conservatively, founder Sue Katz estimated the moves will result in 10 percent growth for 2017. For 2016, industry sources estimated that the business did between $10 million and $15 million in net sales. The year also marked Amazing’s QVC debut.
Amazing is launching its Illuminate Primer Highlighters in pearl, bronze and rose gold shades this October with Ulta Beauty. The brand is also launching a primer with QVC this fall and branching into Revolve and Amazon later in October, according to Katz.
“We were almost ready to launch last year and pulled,” Katz said of Amazon. “I think the climate’s changed. Everything’s changed about retail — where she’s going to buy, and how she’s buying, and it’s really up to us as a brand to find her and make ourselves available where she is and cater to her habits. It became extremely clear to us that Amazon is where she is.”
So far in 2017, before the launch of the

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