Celebrity Beauty: Lauren Conrad Just Dropped A Surprise Beauty Brand

Celebrity Beauty: Lauren Conrad Just Dropped A Surprise Beauty Brand

Celebrity Beauty:

PHoto: Jason Merritt/Getty Pictures.

When a celeb launches their occupy trace, there are in most cases a few teasers that approach sooner than the official drop:

cryptic Instagram posts


trademark fillings

, or straight-up “coming rapidly” bulletins. Lauren Conrad determined to realize things a microscopic of in any other case this present day when she no longer most efficient printed the files of her eponymous beauty trace, but had a full collection plod are living concurrently with the announcement.

This morning, the actuality star-turned-entrepreneur took to Instagram to introduce fans to her most up-to-date enterprise. “I’m very furious to explain @laurenconradbeauty! This collection has been years within the making, and now I will be succesful to FINALLY fragment it with all americans,” Conrad wrote. “@laurenconradbeauty products are exquisite, environmentally glorious, ethically sourced, cruelty-free, and vegan—and the first collection is provided this present day at LaurenConradBeauty.com.” 

The most important launches, which are accessible now, contain 5 below-$30 USD products, along side lipstick in four shades, sunless liquid eyeliner, three shades of lip gloss, a lip and cheek tint, and a liquid highlighter. Longtime fans of Conrad will absolutely bear their eyes on the liquid eyeliner, as

the winged judge has been a signature

for the founder since

her reign on The Hills

. (These iconic mascara tears? She says

they had been in actuality eyeliner tears

.) Sadly, the line most efficient ships inner the U.S. for now.

A standout a part of the logo is the eco-glorious methodology, which shows within the tree-free packaging constructed entirely of sugarcane remnants, and the sole-part, fully recyclable lipstick tube that doesn’t require disassembly to be recycled.

Lauren Conrad Beauty is removed from the star’s first rodeo into entrepreneurship: As smartly as to a decade of

LC Lauren Conrad at Kohl’s

, she based The Minute Market, a non-profit stunning-alternate store, and Minute Co. by Lauren Conrad, a bunch of toddler and toddler clothing. Alongside with her enterprise expertise, this unique endeavor doesn’t approach as grand of a surprise — critically with so many

celebrities claiming their stake within the beauty enterprise

. As for what else is coming down the pipeline for this trace, smartly, the remaining is still unwritten…