TYRA Beauty to Expand Direct Selling Business

Tyra Banks is looking to build America’s next top beauty brand with help from a salesforce of “Beautytainers.” Following a beta test of direct selling through her TYRABeauty brand, the model, talk show host and entrepreneur is opening enrollment for more independent sellers to join the business.

“I’m charged with shaking up the world of direct selling and want future entrepreneurs like you with that same passion to revolutionize the beauty industry,” Banks states in her open call to potential sellers on her website. “We wanna transform how people see, use, buy and SELL makeup.”

Banks launched the fully self-funded cosmetics venture in October 2014.TYRA Beauty markets face, eye and lip products priced from $18 to $63.50 and offers TYovers, Banks’s version of a makeover. After initially selling the products online, the edgy brand also began signing on independent sales reps, called Beautytainers, in March of this year. During the pre-launch phase, the inaugural group of 200 representatives multiplied to more than 1,000.

This week TYRA Beauty is opening its doors to entrepreneurs across the U.S., Women’s Wear Daily reports. Participants can enroll for $59 and receive online training through a program called TYRA-U. They also have multiple options for growing their businesses, whether through the brand’s version of home parties, called TYover Shows, or social media platforms.

Anita Krpata, former Global Vice President Field Development for Stella & Dot, is heading up the direct selling operation as TYRA Beauty General Manager, while Evacheska DeAngelis Barton, who also was previously with Stella & Dot, is charged with training and development as Senior Director Field Development.

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About Direct Selling News
Direct Selling News Magazine has been serving direct selling and network marketing executives since 2004. Each issue of Direct Selling News offers content on topics that shape the dynamics of our industry.

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