RY targets makeup enthusiasts with pro store

Internet Retailing

13th Jun 2017

Queensland-based beauty e-retailer RY (Recreate Yourself) has launched a new shop giving makeup enthusiasts access to the brands, products and tools used by professionals.

The MUA (Make-Up Artist) Shop brings together 20 leading cosmetic brands curated by Gold Coast-based makeup artist and YouTube beauty blogger Jasmine “Jaz” Hand, who will also be the official face of MUA during its launch month.

RY co-founder James Patten said the company created MUA Shop for everyday girls and guys who long to create the same makeup looks brought to life by the professionals.

“We wanted to give the everyday makeup enthusiast access to the products professional makeup artists actually have in their kits to achieve their unique and flawless looks,” Patten said.

“To ensure this range was spot-on we turned to social media beauty sensation Jaz Hand, who handpicked the products on offer at MUA Shop.

“We’ve put the key ingredients for creating that professional look in our shoppers’ hands.”

RY has also tapped beauty and fashion influencers Rachel-Lee, Crystal Conte and Mia Connor to help Hand spread the word about the new store to a combined YouTube and Instagram following of nearly 1.5 million people.

MUA Shop has seven specialty departments, including bridal and photography, theatrical and Halloween, base and foundation, eyes and brows, mineral makeup, lip products and tools and brushes.

The store stocks the following brands: Becca, Curtis Collection, Garbo + Kelly, Gerard Cosmetics, Gorgeous Cosmetics, Hylamide, Jane Iredale, Kryolan,  L.A. Girl, Mehron, Mirenesse, Model Rock, Napoleon Perdis, Niod, Ofra, Pixi By Petra, Sigma, Skindinavia, Youngblood and Z Palette.

RY was launched in 2005 and operates from headquarters in Currumbin Waters, marketing and shipping goods worldwide to a customer base of more than 300,000 members.

James Patten was named to Internet Retailing’s 2017 Top 50 People in E-Commerce, which can be downloaded here.