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Mally Beauty Goes to Mallywood

Mally Beauty is going back to its roots.
The color cosmetics brand has been a staple on QVC since it launched in 2005 thanks to founder Mally Roncal’s career as a celebrity makeup artist, exuberant personality and consistent presence on the shopping network. The brand now plans to take the success it has had on QVC and translate that to a bricks-and-mortar setting with a limited-edition collection, called Mallywood, that encapsulates Roncal’s personality.
“The brand has to be married as closely as possible to [Roncal’s] personality and I think at times that hasn’t been the case,” said Brian Robinson, president and managing partner of TPR Holdings, which acquired Mally Beauty in 2015. “Starting with the Mallywood collection, we’re going to be tying in [Roncal’s] DNA and the personality that makes her successful on QVC.”
The Mallywood collection, which is exclusive to Ulta Beauty, consists of nine color cosmetics with names like “Smoky Mama! Mascara” and “Wazza Wassup! Ombré Highlighting Trio” and comes in hot pink and glitter packaging. The names and packaging are meant to translate the persona that Roncal has on QVC to an in-store setting.
“At the store level, I’m not able to speak to every single customer,” Roncal said. “I sat down

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