Markwins Beauty Brands acquires Lorac Cosmetics
Markwins is expanding its beauty portfolio by announcing its acquisition of prestige brand Lorac Cosmetics.
“Markwins' expanding success is simple at its core: we respect that different people have different needs. Whether culturally or economically, we understand that we need to satisfy the global consumer by continuing to acquire and develop disparate brands — one brand can't conquer the world,” Eric Sung-Tsei Chen, CEO of Markwins, said. “With Lorac, we're thrilled to add its distinct Hollywood heritage and celebrity status. I have always had a bias toward California, and Lorac is yet another embodiment of the California beauty spirit.”
Founded two decades ago by professional makeup artist Carol Shaw, the Burbank, Calif.-based brand was created out of the need to develop products that wouldn’t irritate celebrity client’s sensitive skin.
“As the Founder of Lorac, a Pro Artistry brand, I am thrilled to see Markwins re-energizing the brand and taking it to new heights,” Shaw said. “Markwins recognizes the importance of honoring our pro heritage and continuing to develop high-quality products that create effortless, red carpet beauty for which Lorac is known.”
The City of Industry, Calif.-based company’s vast portfolio includes such brands as Physician’s Formula, Wet n Wild, Black Radiance and Lip Smacker. Shaw will continue to work with Markwins as lead consultant for the brand she created, the company said.
“Lorac is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio,” Stefano Curti, global president of Markwins, said. “With Lorac, Markwins enters the prestige channel with an iconic Hollywood mainstay — expert products created under the intuition of makeup legend Carol Shaw, resulting in technologies that compel even the sharpest of beauty enthusiasts' critical eye.”
“Markwins' expanding success is simple at its core: we respect that different people have different needs. Whether culturally or economically, we understand that we need to satisfy the global consumer by continuing to acquire and develop disparate brands — one brand can't conquer the world,” Eric Sung-Tsei Chen, CEO of Markwins, said. “With Lorac, we're thrilled to add its distinct Hollywood heritage and celebrity status. I have always had a bias toward California, and Lorac is yet another embodiment of the California beauty spirit.”
Founded two decades ago by professional makeup artist Carol Shaw, the Burbank, Calif.-based brand was created out of the need to develop products that wouldn’t irritate celebrity client’s sensitive skin.
“As the Founder of Lorac, a Pro Artistry brand, I am thrilled to see Markwins re-energizing the brand and taking it to new heights,” Shaw said. “Markwins recognizes the importance of honoring our pro heritage and continuing to develop high-quality products that create effortless, red carpet beauty for which Lorac is known.”
The City of Industry, Calif.-based company’s vast portfolio includes such brands as Physician’s Formula, Wet n Wild, Black Radiance and Lip Smacker. Shaw will continue to work with Markwins as lead consultant for the brand she created, the company said.
“Lorac is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio,” Stefano Curti, global president of Markwins, said. “With Lorac, Markwins enters the prestige channel with an iconic Hollywood mainstay — expert products created under the intuition of makeup legend Carol Shaw, resulting in technologies that compel even the sharpest of beauty enthusiasts' critical eye.”