Ted Baker is making a bold move in the beauty industry by introducing its first self-owned make-up line, named With Ted. This expansion comes after the brand previously focused on a beauty line exclusively available at Boots, which included bath and body products. However, the new With Ted line will offer a much wider range of products and will be sold through Ted Baker’s own stores and online platforms. With a total of 59 different items, the line is set to launch at the end of this month in 10 selected stores.

The With Ted line presents an array of “eye, lip, and cheek essentials” that have been carefully curated to complement a complete Ted Baker look. Lip products feature prominently in the collection, with options including satin, matte, and glossy finishes. Customers can also expect to find creamy chubby lip pencils as well as captivating and intense statement colors. For the eyes, there will be luxury quads, a volumizing mascara, an eyeliner marker pen, and metallic eye colors. The line also includes blushers, bronzers, and highlighters that cater to a diverse range of skin tones.

Gail Dobinson, Ted Baker’s Associate Director of Brand Communications, expressed the brand’s enthusiasm about entering the cosmetics industry. She emphasized that creating a stunning range of cosmetics allowed them to maintain the same high standards of quality and creativity that are synonymous with their fashion offerings. In pursuit of this, Ted Baker collaborated with leading labs and utilized cutting-edge innovations in textures and pigments to develop a modern and effective beauty line.

The decision to expand into cosmetics is a significant step for Ted Baker due to recent challenges, including stagnant sales growth, changes in management, and an inventory overstatement. However, the brand has taken proactive measures to overcome these obstacles. These include investing in licenses and partnerships, such as acquiring their shoe license back from Pentland, entering a watches deal with Timex, and establishing a joint venture in China. Moreover, the brand has replaced Debenhams with Next as its partner for kidswear.

Considering the current growth in the beauty industry, it comes as no surprise that Ted Baker has opted to expand its presence in this market. Nonetheless, it is important to note that the launch of the With Ted line does not indicate the end of the brand’s partnership with Boots. Ted Baker products will continue to be available through Boots, the largest health and beauty retailer in the UK.

For more information on Ted Baker’s expansion into the beauty industry and the launch of the With Ted line, visit their official website [website link]. Additionally, to explore their existing beauty offerings available at Boots, please visit the Boots website [website link].