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AS Beauty was founded in 2019 by Alan and Joey Shamah, the original founders of ELF Cosmetics, and Victor and Ralph Azrak, who previously ran an apparel business.
*All sales figures and related information presented in this report are based on data from the previous calendar year.
The brands in the AS Beauty stable include Bliss, Julep and Laura Geller. The company announced in January that it would shutter both Mally and Color FX in January. As this issue went to press, Mally products were still available for purchase on QVC.
AS Beauty is focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. It was founded in 2019 by Alan and Joey Shamah, the original founders of ELF Cosmetics, and Victor and Ralph Azrak, who previously ran and sold an apparel business with a dedication to female-founded brands that tell a unique story while making the latest innovations accessible to all.
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