Mary Kate and Ashley Olsen's beauty line mary-kateandashley is being discontinued. WWD reports that the line, which was produced by NuWorld Beauty and sold at Wal-Mart, was created in 2002. The line was extensive, with hair appliances, makeup and fragrances. But this may not be the end of the Olsens' foray into the beauty world.
Despite mary-kateandashley's beauty exit, the Olsens aren't ruling out the beauty business. A spokeswoman for the fashionable duo, whose junior brand, Olsenboye, will bow at J.C. Penney in February, indicated the Olsens might consider reentering beauty under the Olsenboye label after the debut of apparel and accessories.
We wouldn't be surprised if a new line is already in the works with a slightly higher price point and a new licensee.
Mary Kate and Ashley Olson chatted with Diane Sawyer and Robin Roberts about their new teen and tween line for J.C Penney called Olsenboye. Olsenboye is their family name, which is Norwegian in origin. The pink truck is driving around Manhattan with a preview of the styles -- plus, they have cupcakes. All proceeds will go to the J.C. Penney after school program. It's a cute line. Take a look:
JC Penny Launches Olsenboye Juniors Brand Designed by Olsen Twins
J. C. Penney has launched Olsenboye, a new Juniors brand created by Dualstar Entertainment Group founders and Mary-Kate Olsen and Ashley Olsen. Items from the casual sportswear and accessories brand will be available for a limited time on jcp.com and in select JCPenney stores beginning November 6, with a full launch set for spring 2010. Each travel-themed collection of Olsenboye will highlight different cities from around the world. The collection includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. Prices will range from $20 to $50.
"Mary-Kate and I watch current trends and see our partnership with JCPenney as an opportunity to add something unique to the marketplace, especially in the current retail climate," said Ashley Olsen. "Olsenboye is an extension of the Dualstar brand and we feel this collaboration compliments and strengthens our business portfolio, delivering trend-based fashion at affordable prices."
