Lauren Conrad Has Secretly Been Developing Her Own Beauty Brand for Years

Nicola Dall'Asen
·2 min read

Surprise, folks — Lauren Conrad, the reality TV legend, fashion designer, and best-selling lifestyle author is adding the title of beauty brand owner to her lengthy resumé. The eponymous cosmetics brand, Lauren Conrad Beauty, launched unexpectedly on August 12 with a full roster of staple products that match her consistent and classic makeup sensibilities. According to a press release from the brand, Conrad has been developing the line for quite some time.

"We've been working for years to create a line that's clean, environmentally friendly, ethically sourced, and vegan — and all available at accessible price points without sacrificing quality," Conrad said in a press statement. "My hope is that Lauren Conrad Beauty helps you celebrate your own natural beauty and brings joy to your beauty routine."

The brand's initial launch features five products with prices ranging from $18 to $26 (pretty accessible, if you ask us). Below is a first look at every product in the line, which you can purchase right now from the brand's website.

The Liquid Eyeliner, $20

<h1 class="title">lauren conrad the liquid eyeliner</h1><cite class="credit">Courtesy of brand</cite>

lauren conrad the liquid eyeliner

Courtesy of brand

Conrad's almost always been known for her perfect cat eyes, so her beauty brand would simply be incomplete without a brush-tipped black liner like The Liquid Eyeliner.

The Lipstick, $20

<h1 class="title">94059_EC_C22777688</h1><cite class="credit">Courtesy of brand</cite>

94059_EC_C22777688

Courtesy of brand

Just like Conrad, you can pair those flawless liner wings with a bold and bright lip, thanks to The Lipstick, a creamy semi-matte formula available in red, plum, nude, and pink shades.

The Lip & Cheek Tint, $20

<h1 class="title">94059_EC_C22777549</h1><cite class="credit">Courtesy of brand</cite>

94059_EC_C22777549

Courtesy of brand

On those days you need to throw makeup on quickly, the lightly pigmented Lip & Cheek Tint can help you achieve a monochromatic look in seconds flat. It comes in one dusty peach shade called Peony.

The Lip Gloss $18

<h1 class="title">94059_EC_C22777591</h1><cite class="credit">Courtesy of brand</cite>

94059_EC_C22777591

Courtesy of brand

Wear any of the three Lip Gloss shades (light pink, bright pink, peach) on their own for a subtle tint, or wear them on top of your favorite lipstick to create a vinyl effect.

The Liquid Highlighter, $26

<h1 class="title">94059_EC_C22837405</h1><cite class="credit">Courtesy of brand</cite>

94059_EC_C22837405

Courtesy of brand

Subtle and approachable, The Liquid Highlighter comes in one shade called Pearl, a champagne hue with a candlelit feel that you can build to your desired level.

Lauren Conrad Beauty is available starting August 12 at laurenconradbeauty.com.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

More new makeup launches:

Now, see how eye makeup has evolved within the past 100 years:

Watch Now: Allure Video.

Don't forget to follow Allure on Instagram and Twitter.

Originally Appeared on Allure