New York, NY, March 22, 2018 – Beauty Visions LLC, owner of Mally Beauty, announced today that it has signed an agreement with Guthy-Renker Ventures LLC to sell a minority interest in the color cosmetics brand.
In addition to the equity arrangement, Guthy-Renker LLC has agreed to begin development of a Mally Beauty marketing campaign to expand the channels in which the Mally Beauty line can be purchased direct to consumer, including television and e-commerce.
Celebrity makeup artist, Mally Roncal, is excited about this new chapter. “Guthy-Renker is giving us a platform to bring my products and beauty tips to a wider audience,” says founder, Mally Roncal. “Their direct to consumer model allows products to be purchased at a low monthly price which means Mallynistas will never be without their Mally must-haves! Guthy-Renker LLC has a superior track record of customer satisfaction, and I am extremely grateful to them for embracing our creative vision and supporting us in expanding the Mally Beauty brand.”
“Mally Beauty has a loyal following of beauty enthusiasts and is already well respected in the TV shopping arena. We expect Mally’s contagious personality and unlimited creativity to resonate with the direct response consumer,” says Bill Guthy, founding principal and co-chairman of Guthy-Renker. “We see significant potential and are very impressed by Mally and her brand’s business structure and capabilities,” added Guthy-Renker CEO, Rick Odum.
“Guthy-Renker is one of the world’s largest and most respected direct marketing companies, and has helped transform the broadcast direct marketing industry, particularly in the beauty category,” says Brian Robinson, president, Beauty Visions LLC. “Their productions and marketing campaigns have set the gold standard for television and digital advertising featuring some of today’s top influencers and celebrities. We believe Mally will be an excellent addition to that roster.”
Ohana & Co. advised Beauty Visions LLC on the transaction. Guthy-Renker was represented by Brandt Mori at VirtualGC, LLP. Beauty Visions LLC was represented by Loeb and Loeb.
ABOUT BEAUTY VISIONS LLC
Beauty Visions LLC is a dynamic NYC based investor and operator in the consumer products industry. In 2015, Beauty Visions acquired controlling interest in Mally Beauty founded by celebrity makeup artist, Mally Roncal. After spending 15 years on the road with some of the biggest celebrities in the world, Mally Roncal created Mally Beauty, a collection that infuses her knowledge, expertise, and techniques into every formula. The collection first debuted on QVC in March 2005, where it sold out within 40 minutes breaking records for the retailer and making Mally Beauty a top contender in the beauty industry. Mally Beauty is currently available on QVC and at Ulta Beauty and Kohl’s Department Stores. Visit www.mallybeauty.com for additional information.
ABOUT GUTHY-RENKER LLC
Guthy-Renker LLC is one of the world’s largest and most respected direct marketing companies. Since 1988, Guthy-Renker has discovered and developed dozens of high-quality consumer products in the beauty, skincare, entertainment, and wellness categories. More than twenty years ago, Guthy-Renker introduced Proactiv Solution leveraging its unique style of marketing to bring a revolutionary new approach to acne treatment direct to consumers. In 2013, a Guthy-Renker affiliate acquired a minority stake in IT Cosmetics. Their current portfolio includes Meaningful Beauty®, Crepe Erase™, Perricone MD, Sheer Cover™ Studio and Principal Secret®. Visit www.guthy-renker.com for additional information.