“Real Housewives of Beverly Hills” star and budding beauty entrepreneur Lisa Rinna is best known within the retail world for her long partnership with QVC, but her makeup line, which began with lip kits, is heading to Amazon for its first enterprise away from her direct-to-consumer model.

“It’s fabulous. I mean, who doesn’t shop on Amazon? To me, it’s the best thing on the planet. You possibly can literally go on Rinna Beauty and press a button. To me, it’s a dream come true,” she told WWD en path to film Bravo’s “Watch What Happens Live” with Andy Cohen, adding that this is simply the beginning of her retail expansion plans. “My goal is to have it’s in Sephora or Ulta. My goal is to have it worldwide.”

For Amazon, Rinna Beauty, which launched throughout the pandemic in 2020, has signed with Packable, a third-party marketplace retailer. Of the partnership, Cheryl Krakow, president of SEL Beauty, the distributor of Rinna Beauty, said: “We’re immensely proud to partner with Packable, knowing that they deliver exceptional service in a timely manner, and can allow us to grow our business even further. The success of rinnabeauty.com has wildly exceeded our expectations and leveraging a partnership to sell on Amazon will maximize product accessibility efficiently to a recent client base.”

As for if it could ever go to QVC, Rinna added: “You understand, I would like to maintain this separate from that. I’ve already done that so I’d prefer to do that another way. Now it’s time for Amazon. I at all times imagine that you simply proceed to grow.”

Company sales are within the eight figures, in keeping with a spokesman, who didn’t disclose specific numbers, citing the lip plumpers released earlier this 12 months as “an enormous success.”

In the autumn, the brand will introduce eye kits, mascaras, liners and shadows. Rinna can also be working on a fragrance product and a body oil amongst others.

“I hope to hit all the various areas of the body,” she quipped.