Alumni

Grad and Former Sephora Chief Merchant Launches Luxury Lipstick Line

FIDM Graduate Margarita Arriagada, who spent eight years as Sephora’s Senior Vice President of Merchandising and seven years as the retailer’s Chief Merchant, is launching a direct-to-consumer premium refillable lipstick line this month. Named after her late mother, Valdé is inspired by her years of industry experience in branding and product development, according to Women’s Wear Daily.

The launch of the lipstick-focused beauty brand is a tribute to women’s resilience and inner strength, as well as her mother, who developed dementia: “In the last few years, she didn’t recognize me. But every time I took out this lipstick, she would perk up, and she’d pucker up, getting ready for me to apply it to her. And when I’d apply, she’d look in the mirror, and she’d kiss the mirror, reflecting that she saw someone that was beautiful.” 

Valdé is offering eight shades in creamy satin and the luxury collection is vegan, gluten-free, fragrance-free, and clean by Sephora standards. The high-end refillable packaging concept features a decorative, wing-shaped metallic cover of the customer’s choice, magnifying mirror, metallic lipstick case, a faux suede pouch, and storage box for $199. Each refill lip product is priced at $40. 

“I’m fully conscious of the price point, and I’m leaning into it, because less is more,” she explained. “And you want to invest in quality and in something that you’re going to get versatility out of, that you’re not going to throw away. We just don’t have the energy for product that you’re going to throw away, product that doesn’t last. How do we put more into less? How do we give you a product that’s really going to deliver and also stand the test of time?”

Learn more at valdebeauty.com and on Instagram @valdebeauty.

Categories:  Beauty Marketing & Product Development Merchandising & Marketing Alumni