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AS Beauty Is Developing Global Beauty Brands That Deliver Real-World Solutions To A Diverse Consumer Base

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Below is our recent interview with Sara Mitzner, from AS Beauty:

Q: Could you provide our readers with a brief introduction to your company?

A: Based in New York, NY, AS Beauty is focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. Founded in 2019 by Alan and Joey Shamah, the original founders of elf Cosmetics, and Victor and Ralph Azrak, who previously ran and sold an apparel business, the company’s current portfolio consists of Julep Beauty, Laura Geller, Mally Beauty and now as of recently Cover FX. What sets AS Beauty apart is its dedication to female-founded brands that tell a unique story while making the latest innovations accessible to all.

Q: Any highlights on your recent announcement?

A: “The brand is one of the first to sit at the intersection of high-performance color, customization, and skincare. The history, quality, and global shade range that Cover FX has offered for over two decades caught our attention right away,” says Ralph Azrak, Chief Operating Officer of AS Beauty. “In the coming years, we will use our resources to fuel innovation and expand our audience. We are thrilled to bring this brand on board and continue to be on the lookout for new opportunities.”

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Q: Can you give us more insights into your offering?

A: We are known for our complexion items as Cover FX. Born in a Toronto clinic specializing in skin issues and sensitivities, the makeup products were developed to treat and cover every skin type using clean ingredients. Our Total Cover Cream Foundation is the stuff that skin dreams of!

Q: What can we expect from your company in next 6 months? What are your plans?

A: The Cover FX acquisition is AS Beauty’s fourth since 2019. This purchase will increase the parent company’s size by 20% and is expected to boost overall revenue by 40% by 2023. Cover FX joins Laura Geller Beauty, Mally Beauty, and Julep Beauty–all digital-first brands that generate over one-third of sales on their direct-to-consumer websites. You can expect growth, growth, and more growth!

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Q: What is the best thing about your company that people might not know about?

A: We maintain strong storefronts on Amazon, which are helmed by an in-house team that delivers best-in-class content. We have been recognized by Amazon directly for our A+ content and served as an example for other brands. We treat our Amazon business as an extension of our direct-to-consumer business.

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