Evine is a rising digital commerce company that offers a mix of proprietary, exclusive and name brands directly to consumers in an engaging and informative shopping experience via television, online and mobile. According to the company, Evine reaches more than 87 million television homes with entertaining content in a comprehensive digital shopping experience. Its latest brand launch is Ready to Wear Beauty.  

With years of experience in the makeup and TV shopping industry, founder and designer of the brand, Joanne Benjamin, believes that all the products within the line should express the wearer and be tailor-made. Crafted in Italy, every item is created using unique proprietary manufacturing processes and technologies allowing for buildable formulas, so users can create a tailored look allowing them to be more creative with their own unique style.

“We are incredibly excited to bring Ready to Wear to our customers and know that they will find great joy in using this established brand for all their go-to makeup needs,” said Michael Henry, chief merchandising officer at Evine. “Joanne’s heart and soul behind Ready to Wear is so clearly evident, and with such a wide assortment of options within the line, viewers can expect to experience industry-leading products including primers, couture foundations, blush, lash-extending mascara and so much more.”

“I am a firm believer that makeup is the final accessory to every outfit – whatever phase of life the wearer is in, Ready to Wear can be tailor-made to complement any look from day to night,” said Benjamin of Ready to Wear. “I was inspired to create this brand because I never felt like there was anything out there that allowed for enough creativity and individuality. This line is completely customizable yet includes today’s hottest trends and is made with high-performance formulas and ingredients. Joining the Evine team has been such a special experience and I can’t wait for viewers to try Ready to Wear for themselves – they won’t be disappointed!”

The Ready to Wear product lineup will include unique offers, two of which will be an exclusive world-launch to Evine – the Brow Artist Duo, a set of two micro-fine brow pencils created due to the lack of such a product in the makeup industry, and the Divineluxe Lipstick Trio, three lipsticks that come in a choice of pink or neutral shade.

Other products within the line include a handcrafted three-piece couture powder containing self-adjusting and color-correcting pigments that help even skin tones and the Every Last Lash Mascara Duo for luxe lashes.

As Evine continues to break the traditional home shopping rules and give customers a one-of-a-kind shopping experience, it will also collaborate with Ready to Wear to develop compelling segments both on-air and via its social media channels, according to the company.

Other recent rollouts include Nutritionary, a meal replacement and nutrition line; a smoothing neck serum from indie brand Vertere that sold out in 16 hours from its launch and Ode, a skin care company with products based from olive oil. Evine also recently celebrated its 10-year relationship with Skinn Cosmetics, as reported in Happi.