It's no secret - Victoria's new makeup line is a success. Victoria's Secret, the intimate apparel unit of retailer Limited Brands Inc. said on Wednesday its new makeup line has surpassed its own forecasts, adding to Victoria's Secret overall growth.
After seeing early demand in New York and Los Angeles, the company plans to expand the full cosmetics line, which features sensually named lip colors like "Beg Me" and "Make Out" to more of its 1,000 stores, from the current 600.
Victoria's Secret's beauty division, excluding catalogue and Internet, contributes about $1 billion in revenues, or one-quarter of Victoria's Secret total revenue.
The unit, known for its bras and panties, officially launched the line of lip gloss, lipstick, eye shadow and foundation in New York on Tuesday, though it tested the market earlier in Los Angeles.
Some of Victoria's Secret's Very Sexy makeup line is made by Italian manufacturer Intercos Group.
