Coco Perez reports that fashion chain Topshop will launch its own cosmetics line in the month of May.
The line will be sold at all Topshop stores and online at its website. It will include permanent as well as seasonal collections.
Made by Intercos, the permanent collection will offer 97 products presented in fun packaging.
The brand plans to launch other experimental collections four to six times a year.
Topshop designer Lizzie Dawson created the makeup line. She believes the new cosmetics will allow the company to reach a larger clientele. She says, "If [shoppers] can’t afford a new outfit, then they will go for a new nail polish."
There will be makeup basics like mascara and tinted moisturizer as well as more festival-inspired products. Dawson travelled from Paris to Tokyo to research this new line.
She adds, "Usually you’ve got to go to specialist shops to find the kind of makeup girls wear at festivals. We wanted to offer fun, adventurous products on the high street at an affordable price."