Guthy-Renker LLC has formed a new partnership with Westmore Beauty LLC, a “Hollywood-driven” multifunctional 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.
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 to the Westmore family’s 100-year history in the makeup industry, the line has quickly become a staple of celebrities, makeup artists, and consumers alike.