Can lightning strike twice? 

Online clothing retailer Pink Lily goals to search out out with the launch of Pink Lily Beauty, a 23-product assortment of multitasking, skin care-infused cheek, lip, eye and brow products priced at $22 or less, debuting March 10. 

Pink Lily, which began as an eBay storefront founded by husband-and-wife duo Tori and Chris Gerbig in 2011, has evolved right into a $140 million online apparel destination offering a spread of clothing, swimwear, shoes and accessories. 

“We’ve built this extremely loyal community over the past decade,” said Tori Gerbig, who taps into her Instagram following of over 677,000 users to tell the corporate’s innovation and next steps, and can also be chief executive officer of Pink Lily. “I all the time take the buyer behind the scenes on my personal platforms to ask, ‘OK, what sort of graphic Ts do you would like? What’s missing in swimwear?’ And that sets us apart tremendously from big-box brands.” 

And so it was par for the course when consumers’ routine queries regarding the makeup elections of Pink Lily’s models spurred Gerbig to pursue a foray into the beauty business. 

“People could be like, ‘That’s an exquisite dress, but what lipstick is she wearing? Or, ‘How is she so tan? What product is she using?’” recalled Gerbig. 

In 2021, the brand launched its Pink Lily Luxury Tan tanning mousse, which got here in three shades and was met with an enthusiasm that confirmed to Gerbig an expansion beyond apparel could have legs. 

“After that, we thought, ‘ what? Let’s not stop with just tanning, let’s do beauty.’ I desired to sell lip color, I desired to sell eye [makeup] — I need the women to give you the option to finish the Pink Lily look,” said Gerbig. 

Enter Pink Lily Beauty, a set of vegan, cruelty-free tinted lip oils, highlighting drops, hybrid lipstick and lip liners, dual eye shadow and eyeliner pencils, and brow gel and pencils.  

“I’m a mom of three, I actually have a busy job — I don’t have an hour each day to throw my makeup on,” said Gerbig, adding that the common Pink Lily consumer is between the ages of 25 and 45, and is probably going, too, in search of convenience of their beauty regimen. “I desired to concentrate on multiuse products because, less space, less waste, but in addition — it’s just easy.”

Hyaluronic acid derivative sodium hyaluronate, shea butter, vitamins C and E, meadowfoam seed oil and an array of fruit extracts are among the many skincare ingredients included in the road’s formulas, which seek to not only streamline the routine, but boost skin health during wear. 

Industry sources expect the road, which ranges from $14 for a brow gel to $22 for the Double Bloom Dual Lipstick & Lip Liner, could do as much as $5 million in first-year sales, though Gerbig didn’t comment on the estimates. 

“We’ve grown our apparel business so fast over time, and we would like to scale Pink Lily Beauty, which, between our ambassadors and social media following, we all know we are able to do,” said Gerbig, who has previously worked with influencers like Caitlin Covington on limited-edition collections.

“We’ve drops lined up throughout 2023 — we’re bringing liquid eye shadows, more for cheeks, a vacation palette; we’re fascinated by innovation we would like to introduce in 2024 while also releasing shade extensions of our current selection.”