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Published
Sep 10, 2019
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Lorac names Kelsey Deenihan first-ever 'artistry adviser'

Published
Sep 10, 2019

Prestige cosmetics brand Lorac has appointed Kelsey Deenihan as its first-ever artistry adviser. 


Kelsey Deenihan - Lorac


During her career as a makeup artist, Deenihan’s work has been featured in publications like Vanity Fair and The Hollywood Reporter, and her list of celebrity clients include stars like Reese Witherspoon, Millie Bobbie Brown, Cindy Crawford and Cara Delevingne.

In a press statement, the company said Deenihan will help guide Lorac through a rebranding meant to “reintroduce the brand within the working artist community [and] reignite the engagement of the makeup-obsessed consumer community,” in addition to advising on product development and providing strategic recommendations for future growth.

“Over the years, as makeup shifted from a focus on the artists to an obsession with Instagram, the brand lost its way,” said Rachel Shelowitz, general manager of Lorac and global senior vice president of Markwins Beauty Brands, which acquired Lorac last year. “What you will begin to see from us is a remastered original, in every sense. And this starts with where we started: the pros.” 

Since joining the Markwins portfolio, Lorac’s brand repositioning has prioritized new and re-formulated product, including the launch of the brand’s first new eyeshadow formula in over five years this past July. The brand is also gearing up for a global expansion, with a retail launch in Canada and an e-commerce launch in China planned for this fall. In the U.S., the brand said it will be carried at retailers like Macy’s and Nordstrom. 

"When we acquired Lorac last year, it wasn't to be a niche player, but to make a global impact on the business,” said Stefano Curti, global president of Markwins.

“We have seen a return to craftsmanship in food, fragrance and skincare – similarly, the working artist community are the artisans of makeup and they helped to build this brand at its inception. We are beyond excited to re-engage this community in Lorac's next chapter." 

Founded by famed Hollywood makeup artist Carol Shaw in 1995, Lorac was acquired by Markwins Beauty Brands in 2018.

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