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Published March 23, 2018
Published March 23, 2018

Beauty Visions LLC, owner of Mally Beauty, announced today that it has signed an agreement with Guthy-Renker Ventures LLC to sell a minority interest in the color cosmetics brand.

WHO: Beauty Visions LLC is a dynamic NYC-based investor and operator in the consumer products industry. In 2015, Beauty Visions acquired controlling interest in Mally Beauty, founded by celebrity makeup artist, Mally Roncal. After spending 15 years on the road with some of the biggest celebrities in the world, Mally Roncal created Mally Beauty: a collection that infuses her knowledge, expertise, and techniques into every formula. The collection first debuted on QVC in March 2005 where it sold out within 40 minutes, breaking records for the retailer and making Mally Beauty a top contender in the beauty industry. Mally Beauty is currently available on QVC and at Ulta Beauty and Kohl’s Department Stores.

Guthy-Renker LLC is one of the world’s largest and most respected direct marketing companies. Since 1988, Guthy-Renker has discovered and developed dozens of high-quality consumer products in the beauty, skincare, entertainment, and wellness categories. More than 20 years ago, Guthy-Renker introduced Proactiv Solution, leveraging its unique style of marketing to bring a revolutionary new approach to acne treatment direct to consumers. In 2013, a Guthy-Renker affiliate acquired a minority stake in IT Cosmetics. Their current portfolio includes Meaningful Beauty®, Crepe EraseTM, Perricone MD, Sheer CoverTM Studio and Principal Secret®.

IN THEIR OWN WORDS: Celebrity makeup artist Mally Roncal is excited about this new chapter. “Guthy-Renker is giving us a platform to bring my products and beauty tips to a wider audience,” she said. “Their direct-to-consumer model allows products to be purchased at a low monthly price which means Mallynistas will never be without their Mally must-haves! Guthy-Renker LLC has a superior track record of customer satisfaction, and I am grateful to them for embracing our creative vision and supporting us in expanding the Mally Beauty brand.”

“Mally Beauty has a loyal following of beauty enthusiasts and is already well respected in TV shopping to resonate with the direct response consumer,” shared Beauty Visions founding principal and co-chairman Brian Robinson. “We see significant potential and are impressed by Mally and her brand’s business structure and capabilities,” added Guthy-Renker CEO, Rick Odum.

“Guthy-Renker is one of the world’s largest and most respected direct marketing companies, and has helped transform the broadcast direct marketing industry, particularly in the beauty category,” said Brian Robinson, president of Beauty Visions LLC. “Their productions and marketing campaigns have set the gold standard for television and digital advertising featuring some of today’s top influencers and celebrities. We believe Mally will be an excellent addition to that roster.”


  • Beauty Visions LLC, owner of Mally Beauty, sold a minority interest to Guthy-Renker Ventures LLC.
  • Guthy-Renker LLC has agreed to begin development of a Mally Beauty marketing campaign to expand the channels in which the Mally Beauty line can be purchased direct-to-consumer, including television and e-commerce.
  • Ohana & Co. advised Beauty Vision LLC on the transaction.
  • Guthy-Renker was represented by Brandt Mori at VirtualGC, LLP.
  • Beauty Visions LLC was represented by Loeb and Loeb.

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