Artistry-led makeup brands are getting a new entrant, WWD has learned.
Mary Phillips is said to be the next makeup artist getting into the product game with a range of her own, sources said. The brand’s name, debut product offerings and launch timing could not be learned, though it is rumored to be launching at Sephora. Phillips is also said to have a team in place, having tapped Roshini Greenwald as its president.
According to Greenwald’s LinkedIn profile, she spent years at Macy’s and L’Oréal, and is currently at a “confidential beauty brand launching Fall ’25,” which would put products on shelf before the all-important holiday season.
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Phillips declined to comment. Sephora did not respond to request for comment by press time.
Phillips, who also recently launched talent management agency Highlight Artists with Jen Atkin and Justine Marjan, boasts over 2.2 million followers on Instagram alone — on par with her roster of clients that has included the Kardashian-Jenner family, Chrissy Teigen, Hailee Steinfeld and Hailey Bieber, among others.
Social-savvy makeup artists to A-Listers have had much fanfare, and much success, with product offerings of their own. Mario Dedivanovic, founder and chief executive officer of Makeup by Mario, rose to fame as the architect behind Kim Kardashian’s contour. His brand, also sold at Sephora, had projected revenues of $150 million to $200 million when it hired J.P. Morgan to explore deal options.
Patrick Ta also falls into that cohort, with just shy of 4 million followers and his own namesake brand, Patrick Ta Beauty, also at Sephora. Ta’s clientele has included Salma Hayek and Halle Berry, and he’s parlayed his viral blushes into a full-fledged range of stock keeping units. In 2022, his brand was expected to hit $30 million, as reported; in 2023, sales were said to have almost tripled.
Though Sephora has won in the category, makeup — the largest piece of the U.S. prestige beauty market — has faced headwinds. Makeup declined 1 percent in the first quarter in dollar sales, per Circana data, with key categories like face and eye facing headwinds. Lip color remained flat, while smaller segments such as lip oils, balms, and stick formats of eye shadow and foundation grew.