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Published May 29, 2018
Published May 29, 2018
BH Cosmetics

The actress and influencer has acquired her makeup line Illuminate from BH Cosmetics. The line will be rebranded and operate as a stand-alone lifestyle business moving forward.

WHO: Ashley Tisdale teamed up with BH Cosmetics to develop Illuminate by Ashley Tisdale, a range of color cosmetics that launched in spring of 2016 inspired by her boho-chic aesthetic.

Launched in 2009, BH Cosmetics is a Los Angeles-based direct-to-consumer color cosmetics brand focused on the millennial and Generation Z consumer. The brand offers a full range of color cosmetics including products for the face, lips, eyes, and brows as well as brushes and accessories.

IN THEIR OWN WORDS: “The reason why it was better for us to separate is because as I was looking through my customers, and I have a really one-on-one relationship with my Illuminate customer, I started to realize my customer is very different than the BH customer,” Tisdale told WWD. BH shoppers tend to be more into the heavy makeup favored by the YouTube community, while Tisdale says her shoppers are more “everyday girls.”


  • Terms of the deal were not disclosed, but Tisdale told WWD she bought the line from BH Cosmetics before they received investment from MidOcean Partners.
  • Tisdale will head up Illuminate along with Carrie Barber (who has worked for Sephora and Glossier) in the role of creative director.
  • Tisdale personally operates the Illuminate Cosmetics Instagram account, which has 74,000 followers, as well as her personal account, which has 9.6 million followers.
  • Initially, Illuminate will operate as a direct-to-consumer brand but eventually could branch into pop-up shops and retail.
  • The rollout plan is to launch three products every three months.

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