Vera Wang to launch beauty line

Bridal wear designer Vera Wang has announced that she will launch a mass market cosmetics line, which is slated for release by spring 2012.

Wang's new line will include makeup, skincare, and bath and body products, and will be available exclusively at Kohl's stores in the US and at (US shipping only). The value-oriented American chain department store has been carrying the designer's Simply Vera Vera Wang merchandise, comprising women's apparel, intimates, sleepwear, handbags, jewelry, footwear, bedding and bath, since 2007.

This will be Wang's first foray into the cosmetics business though she has previously rolled out fragrances for department store distribution. The scents, which include her Vera Wang Signature fragrance, Vera Wang Princess, Rock Princess and Flower Princess scents, have sold extremely well and Wang is launching yet another fragrance due summer 2011 for which Gossip Girl celeb Leighton Meester will serve as the new face.

Wang has been gradually repositioning herself as an affordable, mass market label. As of this past November, she ceased designing bridesmaid dresses under her own luxury label. Beginning in June 2011, the company will only design and manufacture bridesmaid dresses, ranging from $150-$200 (€113-€151), under her new label White by Vera Wang (to be carried exclusively by the US bridal wear apparel chain David's Bridal).

Another high-end bridal wear label to have recently made the leap into cosmetics is Marchesa. Designers Georgina Chapman and Keren Craig teamed up with the makeup line Le Métier de Beauté to create an elegant Fall 2010 makeup collection comprising lip glosses, highlighting powder, concealer and pressed powder, which hit the shelves at Neiman Marcus and Bergdorf Goodman in New York this past September.