New York, NY, May 23, 2016 – Visual Beauty LLC, an affiliate of TPR Holdings LLC, announced today the acquisition of color cosmetics brand, ybf (your best friend) beauty.
“ybf beauty has proven sell-through and tremendous growth potential which we intend to unlock utilizing strategic brand building, expansion of online presence, sampling opportunities and public relations efforts,” said Visual Beauty President, Brian Robinson. “The brand has a devoted fan base, concentrated in the TV shopping arena, which we look forward to bringing new innovations to.”
“I am excited to align with Visual Beauty who can provide ybf with the expertise and resources needed to expand the brand globally while maintaining my creative vision,” said ybf beauty Founder, Stacey Schieffelin.
Working with innovative ingredients and technologies, Stacey created the Smart Active Complex™ which is infused into all ybf products for beautiful, blend-able cosmetics that care for a woman’s skin. This complex acts as a personal skin monitor, developed for long, comfortable wear that helps skin look radiant and appear younger-looking.
The ybf beauty line includes premium color cosmetics including the award-winning Automatic Eyebrow Pencil, Complexion Perfection, “Greater” Bronzer and Light Diffusing Foundation.
ybf beauty products are currently available at HSN (USA), HSE (EU), TVSN (Australia and New Zealand) and Citruss TV (Middle East). Additionally, the company is building plans for retailer expansion specifically with brick and mortar as well as a complete overhaul of the brand’s website.
ABOUT VISUAL BEAUTY LLC
Visual Beauty is an affiliate of TPR Holdings LLC (TPR). TPR is a dynamic NYC based investor and operator in the consumer products industry. TPR’s target investments include scalable mass and prestige opportunities in the health, beauty and wellness categories. TPR has provided transition services for Shiseido Cosmetics and Procter & Gamble. TPR principals have founded and developed brands such as ZIRH Men’s Skincare and John Varvatos Fragrance. TPR also owns and operates well-known consumer brands such as Mally Beauty, Cargo Cosmetics, Oscar Blandi Hair Care, Sweet Breath and Freeze 24/7. Visit www.tprholdings.com for additional information.
ABOUT YBF BEAUTY
Founder, Stacey Schieffelin is dedicated to empowering women to live the life they dream. ybf (your best friend) beauty believes that everyone deserves to have their own customized makeup blueprint to beauty and self-confidence. Stacey introduced ybf on HSN in 2008 featuring paraben-free formulas in custom, prestige packaging. The brand quickly became a top seller on numerous additional TV shopping networks. ybf is in the top five visited brands across all categories on HSN.com and is their #1 reviewed beauty brand. Visit www.ybfbeauty.com for additional information.