Urban Decay’s Wende Zomnir to Launch Caliray Beauty Brand – WWD

Wende Zomnir is California dreaming.

For the previous few years, Zomnir, who’s greatest generally known as City Decay’s founding associate, has been engaged on a magnificence model, Caliray, impressed by California residing. Caliray marks Zomnir’s first magnificence enterprise since City Decay, which L’Oréal acquired almost a decade in the past. Zomnir stays concerned with varied features of City Decay’s enterprise, together with product improvement, design, technique and crew constructing.

Caliray, which Zomnir described as “magnificence on a wellness bender,” is born out of what she recognized as a “fascination with the West Coast” and the “archetypal freedom that it implies.” She met her enterprise associate, Jenna Dover, whereas enjoying volleyball on the seashore. Dover now leads Caliray’s model and advertising and marketing; her official title is “vibeologist.”

“[Dover] was a complete muse for me,” Zomnir instructed Magnificence Inc by way of Zoom. “We wished to do one thing that was clear and sustainable [and] wrapped up on this California life-style that we love. Loads of instances, clear might be severe, and sustainability might be severe. We wished to deliver some pleasure to that and have enjoyable with magnificence, as I all the time do.”

Caliray will quickly launch a long-wear mascara and eyeliner pencils, priced from $13 to $24, by way of its personal web site. New product launches will doubtless happen on a seasonal foundation, although Zomnir maintained that Caliray’s launch cadence will probably be “versatile.” She stated she can be “wanting outdoors the sweetness area” to dietary supplements, for instance, for future launches.

Caliray’s product formulations adhere to the “clean” standards set forth by Sephora’s Clear at Sephora marketing campaign.

“Mascaras that I discovered in clear aren’t long-wear, they’re not fairly as volumizing,” Zomnir stated. “I wished to create one thing that will give our buyer efficiency inside the clear area. I additionally wished to deliver a hard-core sustainability side — I believe that’s an actual differentiator for us. The mascara case is 100% upcycled ocean plastic. It’s sprayed with low-impact ornament and inks in order that it may be recycled once more.”

Zomnir and Dover funded Caliray by way of financing from family and friends. Zomnir declined to supply a gross sales projection, however {industry} sources estimate Caliray will attain $10 million in first-year retail gross sales.

A legend in the beauty industry, Zomnir is aware of the cosmetics area effectively. She pioneered make-up as a type of self-expression at City Decay, constructing out the model’s signature Bare franchise and launching unconventional merchandise comparable to edible physique powder. Below Zomnir’s steering, City Decay mushroomed past its indie beginnings to turn out to be one of many largest make-up manufacturers within the U.S.

Previous to constructing a crew for Caliray, Zomnir approached L’Oréal executives in regards to the model idea.

“I stated, ‘How would you guys really feel about me engaged on entrepreneurial tasks? After all, it will be magnificence, I simply want a inventive outlet,” she stated. “They have been utterly supportive.”

With Caliray, Zomnir is making use of classes she realized at City Decay, comparable to find out how to mood inventive exploration with a enterprise mindset.

“I look again at City [Decay], and I used to be like, ‘If I make cool stuff, individuals are going to wish to purchase it.’ Clearly, that’s not the case,” she stated. “One of many issues I did [with Caliray] was put money into a powerful operational individual from the get-go. The opposite factor I did was contain my husband, [Doug Collier], the ex-chief monetary officer of Volcom, within the course of. It has been nice to have him as a part of our crew.”

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Avène Enters Ulta Beauty, Eyes New Demographics | City Decay’s Wende Zomnir to Launch Caliray Magnificence Model – WWD


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