Grande Rebrand: Grande Naturals Changes Name to Grande Cosmetics

October 28, 2016 | 11:40 AM

 To celebrate the continued expansion of the line, Grande Naturals has changed its name to Grande Cosmetics. A leader in the field of functional cosmetics, Grande Cosmetics is best known for its award-winning product GrandeLASH-MD. The line also includes award-winning brow, lip, and hair products. Now, as Grande Cosmetics, the name offers a more accurate reflection of the growing product offering and the wide range recognition of the cosmetic line. It also reflects the brand’s mission to develop products that perform double duty by helping women enhance their natural beauty, both instantly and long term with clinically proven ingredients.

 After selling primarily in the professional category for the first eight years, Grande Cosmetics launched its signature lip product, GrandeLIPS Hydrating Lip Plumper, at beauty retailer Sephora in the spring of 2016. Sephora now carries six additional shades online.

 Grande Cosmetics is in talks with other retailers and has plans to further expand the line including more lip colors and formulas, plus brow and mascara product innovations. The company, which was founded in 2008 by Alicia Grande with $20,000, is on track to reach $15 million in sales by end of 2016 without any investors.

 “Our company has grown a ton in the last eight years, and Grande Naturals wasn’t entirely representative of the direction the brand is headed,” Founder Alicia Grande says. “Grande Cosmetics better embodies our future as we continue to create high-performance, results-oriented products with a growing emphasis on color cosmetics. We’ll continue to bring products to market that help women look and feel like a younger, more beautiful version of themselves.”

 In addition to a new name, Grande Cosmetics has unveiled a new logo and new, modern packaging including a transition of all products to a brushed gold component.  Both remain true to the brand’s heritage but have a clean, contemporary aesthetic.

“It’s a very exciting time for Grande Cosmetics,” Grande says. “We’re excited to continue making our mark on beauty industry.”

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