(NEW YORK) Cynthia Rowley is no stranger to the collab circuit, but for the first time ever, the designer is trying out an eponymous beauty line via a partnership with Birchbox. Starting today, an introduction to the collection is available for pre-order online. The set includes a liquid eyeliner, an eye shadow palette and a chic cosmetic bag to carry it all. Choosing an online beauty platform to introduce Cynthia Rowley Beauty to the masses will allow the designer to crowdsource her products, getting feedback from consumers through Birchbox’s customer reviews and her own social media accounts. Following all the feedback, Rowley plans to debut a full spring beauty collection, which will be available at Birchbox and in a handful of the designer’s namesake boutiques.
Rowley has collaborated before with Birchbox, the subscription based beauty destination, doles out packages filled with various sample size beauty products to over 400,000 members, who can then shop the site after sample-dabbling thanks to a selection of full-sized products from Laura Mercier, Caudelie, and Lancôme. Rowley became Birchbox’s first guest curator in July 2011, filling the box with some of her personal favorite products, plus nail stickers that she created in partnership with the company.
“We decided to enter the beauty market through the successful online medium we used to launch eyewear this past summer, it disrupts the traditional beauty distribution model and engages our customers,” said Rowley in a statement today. In addition to adding RowleyEyewear to her roster of clothing, swimwear and cheeky accessories, Rowley introduced CuRious Candy, a sweets shop located one floor above her Upper East Side boutique this past February. Her previous collab include partnerships with the likes of Band-Aid, Foursquare, Roxy, and Tweezerman.