14 DAY TRIAL // Tyra Banks’ business empire is expanding, with the former supermodel and television personality launching her own cosmetics line called TYRA beauty. TYRA beauty is about being your own boss and defining your beauty as you want to – and Tyra is urging all her female fans to do just that on both counts.
“TYRA beauty is not just a cosmetics line. It’s a COSMETIC EXPERIENCE!,” the model writes on her official website, which is now offering visitors the possibility to “fierce” their face by buying her new products.
Beautytainment, where beauty and entertainment collide
Tyra has long been the poster girl for glamor among “regular” women. Through various campaigns, she brought the supermodel myth down to reveal what really lies behind it: the image of beauty and glamor we’re being presented on a daily basis is nothing more than a construction made possible with contributions from hair stylists and makeup artist, among others.
Whether she’s ripping out her weave to show her natural hair or showing off her curvy figure to let women know that beauty is everywhere, if they know where to look, Tyra is speaking to the average woman, urging her to take matters into her own hands, to educate herself on the tricks at play in the industry and ultimately to embrace and love her body as it is.
Her new endeavor is also part of her bigger take on entertainment, which she dubs “beautytainment – where beauty and entertainment collide.” Tyra isn’t just selling cosmetic products now, she’s actually encouraging her female fans to be a part of the experience. Like the Avon ladies.
This means that they’re a vital part of the system she created, because they won’t just be buying her stuff, they will also help her sell it and thus make money on their own.
Makeup is everything, glamor is easily accessible
“Without makeup, I would have never been a supermodel. I don’t wake up with naturally sculpted cheekbones — I paint them on. I believe makeup is the great beauty equalizer. With groundbreaking beauty technology and innovative formulas, I’m giving you the power to transform what you’ve got… into what you want,” Tyra writes on the same website.
Besides this “power,” Tyra is also welcoming women into her business world by offering them the possibility to become beautytainers, independent contractors who can sell her products within a larger community.
“My dream is to create a legacy brand that gives everyone access to become an entrepreneur. I’m a business, man. And you can be, too!” Tyra says. You can almost see her grin as she’s saying these things.
A couple of years ago, Tyra graduated Harvard Business School’s Owner / President Management Program, but her new project has been in the making for many years. It’s entirely self-funded.