AS Beauty acquired Mally Beauty, an award-winning cosmetics brand founded by celebrity makeup artist, author, and on-air personality Mally Roncal, from Beauty Visions.
WHO: Mally Beauty was founded by Mally Roncal to spread her message that “What makes you different makes you beautiful.” The collection, which first debuted on QVC in March 2005, infuses the knowledge and expertise Mally gained while spending 15 years on the road with some of the biggest celebrities in the world. Created for busy women of all ages who don’t have time for midday touch-ups, the high-quality products deliver long-lasting results that make women feel comfortable and confident in their own skin.
Based in New York, NY, AS Beauty is focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. 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, the company’s current portfolio consists of Julep Beauty and Laura Geller. What sets AS Beauty apart is its dedication to female-founded brands that tell a unique story while making the latest innovations accessible to all.
WHY: AS Beauty’s latest acquisition builds on the success of Julep Beauty and Laura Geller, both of which were purchased by the company two years ago.
IN THEIR OWN WORDS: Roncal’s user-friendly products, magnetic presence on QVC, and unbreakable bond with consumers is what attracted AS Beauty to the eponymous brand. “We believe that beauty is about empowerment, and confidence is exactly what Mally Beauty instills in women around the world,” says Ralph Azrak, Chief Operating Officer of AS Beauty. “We are thrilled to add another female-founded brand to our growing portfolio and we’re certain that our team can propel Mally Beauty to new heights by expanding distribution, strengthening e-commerce, and bringing innovative products to an even broader audience.”
“AS Beauty is equipped with the expertise and resources to take Mally Beauty to the next level. They are the gold standard of entrepreneurial beauty operators and Mally Roncal is one of the best on-air sales personalities of all-time. Together they will make a great team,” says Brian Robinson, President of Beauty Visions, Mally Beauty’s previous owner. “It’s been a privilege to shepherd this beloved brand the last five years and I’m optimistic about the future of all those involved in this exciting new chapter.” Roncal is equally thrilled about the transition: “I can’t wait to bring my Mally family new tips and tricks that make sense for their lives now,” she says. “The best is yet to come!”
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