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Ted Baker targets beauty growth, unveils With Ted make-up line

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today Jan 20, 2020
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Ted Baker is taking a deeper dive into cosmetics with the launch of With Ted, its first non-licensed make-up line. The company has previously focused on a beauty line that’s exclusive to Boots and also includes bath and body, but the extensive new offer (it include 59 different pieces) will sell through its own flagships and online with a debut at the end of this month. Although Ted Baker has over 500 stores in total, for now the line will be sold through just 10 of them.


Ted Baker's new With Ted beauty line



The line-up of “eye, lip and cheek essentials”, has been “carefully curated to complete your #tedtotoe look,” we’re told. The offer includes a large range of lip products featuring satin and matte finishes, glosses, creamy chubby lip pencils and “intense statement” colours.  For eyes, there are “luxury quads, a volumising mascara, an eyeliner marker pen and metallic eye colours”. And there are also blushers, bronzers and highlighters targeting a wide range of skin tones.

“Creating a beautiful range of cosmetics has given us the opportunity to bring the same standards of quality and creativity that we stand for in fashion,” said Ted Baker’s Associate Director of Brand Communications Gail Dobinson. “Weʼve worked with the best labs and used the latest innovations in textures and pigments. The result is a truly modern approach to beauty – easy and effective”. 

It’s an important move for the brand that has been under heavy pressure  in recent periods as it struggled to ignite sales growth and dealt with management changes and an inventory overstatement.

It has been working hard on its licenses and partnerships, buying back its shoe license from Pentland, launching a watches deal with Timex, setting up a Chinese joint venture and replacing Debenhams with Next as its partner for kidswear.

And with beauty being a key growth area at present, it’s no surprise that it has made this move. 

The company also said the new launch of colour cosmetics doesn’t mean its Boots deal will end and Ted Baker branded products will continue to be available via the UK’s largest health and beauty retailer.

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