Victoris’s Secret model Lindsay Ellingson is due to launch her new Wander Beauty cosmetics line on QVC from mid-April.
Ellingson, who has modelled as an Angel for Victoria’s Secret for the past five years, was inspired to launch a multicultural cosmetics line after travelling internationally throughout her modelling career. The 30-year-old model has walked in shows for John Galliano, Gucci, Chanel, Marc Jacobs and Dior.
The range will include lipsticks, eyeshadows, eyeliner pens, mascara, highlighters and more. The brand will kick off with the release of On-the-Glow Blush & Highlighter Duo Stick, which Ellingson says can also work for lips. Ellingson has been generating social media interest in the products by posting makeup tips on Instagram and asking fans for feedback in order to perfect the range.
One of the features of Wander Beauty is its commitment to appealing to a multi-ethnic consumer. Multi-ethnic beauty is the fastest-growing sector in the US beauty market, growing 3.7 percent in 2014. One way Wander Beauty is attempting to attract this demographic is to use models of different ethnicities to showcase the same product to enable customers of all skin tones to get an idea of how the makeup might look on their faces.