Mally Beauty

Brand History

Baltimore based company, Mally Beauty, was founded by celebrity makeup artist, Mally Roncal, in 2005 and sells makeup and cosmetic tools.^[1] As the founder, president, and face of the brand, Roncal regularly appears on QVC shows in the network’s West Chester Pennsylvania headquarters and in their U.K. studio.^[2] Mally Beauty’s slogan is, “The things that make us different are the qualities that make us beautiful.”^[3] Roncal emphasizes using makeup to enhance natural beauty and originality on her QVC segments, positioning herself as a motivational speaker^[4] as well as beauty consultant.

Market Information

Mally Beauty listed $10 million in sales in 2005 and an estimated $75 million in 2011. Sold internationally on QVC, MallyBeauty.com, Amazon.com, Beauty.com, Henri Bendel, and Fred Segal, Mally Beauty’s primary sales are in the U.S., U.K. and Italy. The current CEO is Don Pettit.^[5]

Products

Mally Beauty products include:

• A two step concealer system that claims not to require touch ups.^[6]
• At home gel nail polish system. Recommend by Instyle as a product that “really works” but is hard to remove.^[7]
• Mattifying gel, Poreless Face Defender, is often cited by Roncal as a signature item.^[8]
• Cancellation Concealer, a brush and pot eyebrow product used for Roncal’s recognizable dramatic eyebrows.^[9]
• Volumizing Mascara and Mally’s Look lip gloss are considered core products.^[10]

External links

• Official website

References