Influencer Courtney Shields’ future beauty business is set by a new “standard.”
Shields and his business partner Jeff Lee, former COO of A-Rod Corp who helped launch JLo Beauty, are the co-founders of DIBS Beauty, a makeup company whose name stands for Desert Island. Beauty Standard. The two met via an introduction from the co-founders of Tula, with whom Shields collaborated on a top-selling eye balm launched last year.
DIBS raised $ 2.6 million in a first round of funding from L Catterton partners Michael Farello and Jonathan Owsley, who invested individually, as well as other influencers. (L Catterton had previously invested in Tula.) The brand will launch on September 15 with highlighters and blush and contour sticks, priced at $ 32 each. The direct-to-consumer launch coincides with the third anniversary of the death of Shields’ father, who was an entrepreneur in the computer industry.
“I’m a single mom and I’ve always had this huge passion for beauty,” Shields, who also owns a jewelry business, told WWD via Zoom from her home in Austin, TX. “I grew up in Austin and was the only Lebanese woman in my group of friends. All my friends were blond, with blue eyes. I spent much of my formative years not realizing that being different was actually an advantage. Over time, I have developed this self-esteem and love to help others enhance their own beauty and feel good about themselves.
Shields’ first product, Status Stick, is a thick highlighter intended for application to the face and body. There are also Duo Sticks, which contain cream blush and contour on each end.
“I was fed up with using products that sprayed all over the place and exploded in my bag,” Shields explained. “I wanted to create a product that gives me beautiful and improved skin, but which is not messy, difficult to use. [or] sticky.”
DIBS ‘flagship ingredient is mango butter derived from mangoes sourced from India. Mangoes are imported to Denmark through a “proprietary seven-step process,” Lee said.
“We’ve ordered all of our formulas and we’re creating the tools to make our sticks and makeup when we need to,” Lee said. “We spent about a year designing the tool that will perfectly level the duo so that it can be mixed.”
Lee and Shields declined to offer sales projections, but industry sources estimate DIBS will bring in between $ 5 million and $ 10 million in retail sales in the first year.
Austin-based DIBS plans to increase brand awareness by working with local and regional influencers across central America – a not-so-common strategy in a beauty industry dominated by brands based on both. ribs.
“Each brand was born in New York and Los Angeles and then rolled out of the ivory towers of Melrose and SoHo,” Lee said. “We’re a brand founded in Austin by a woman who lives in Austin. People who live in Texas consider her to be one of them. We are going to present [the brand] to them in person at the local level, not necessarily [through] mega-influencers. We want to reach out to you through people you know and people who would admire someone like Courtney. “
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