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Stila is back. Not that it ever went away. But in its 30th year the US-founded cosmetics brand is refreshed, refocused and ready to get back out into the market and reclaim its position as one of the best in multitasking make-up.
Readers of a certain vintage will remember when Stila burst on to the beauty market in the 90s with its distinctive branding centred on whimsical illustrations and a line-up of products that quickly became cult must-haves, such as the Plumping Lip Glazes, Convertible Color compacts for lip and cheek, and the Kitten eye-shadow (a universal champagne pink shade that is a best-seller to this day). Its Stay All Day Waterproof Liquid Eyeliner is the stuff of legend and is number one in its category in the market.
For many young consumers back in the day, Stila was the first "premium" cosmetics brand they invested in (though prices have always remained relatively affordable ranging today from around £16 to £36) and make-up artists everywhere found room in their kits for its products.
Stila was founded by make-up artist Jeanine Lobell and first arrived in the UK in 1994. It left again in 2006 after a change of strategic direction…
Famed investor Lynn Tilton is going for gold with Stila Cosmetics.
She’s owned the brand through her investment firm, Patriarch Partners, since taking over while it was on the brink of collapse in 2009. Seven years and a massive stockkeeping unit reconciliation later, the revamping of Stila is complete — and the golden gondolas that will carry the results are rolling into Sephora locations this month.
Reminiscent of treasure chests, the gondolas feature frontal, raised panels that display product alongside recessed display windows, intending to keep the customer’s eye moving and invite them to play with the products. The upgrade is costing Stila a pretty penny — north of $20 million — including more expensive packaging and gondolas, according to Tilton. But she is betting the investment will pay off by broadening Stila’s demographic to include an older consumer.
“Why can’t I have everyone? Why can’t I go broad, why can’t I go older, why can’t I go for someone who seeks elegance,” Tilton said. “But the biggest thing for me was, how do I take my feminine, whimsical lover of Stila with me?”
After watching fashion houses enter the beauty market with elegant packaging, Tilton became concerned about Stila’s…