Sally Beauty Partners with Influencers for its New Cosmetics Line

Sally Beauty has launched its own cosmetics line, called Collab, in an inspired partnership with eight social media influencers. This innovative venture represents one way the retail beauty chain is staying competitive with beauty retail chains like Ulta and Sephora.

The collaboration with key makeup enthusiasts who have large, engaged social media followings leverages influencer marketing to promote the brand. Aiming for authenticity, the influencers had a hand in every part of the process creating the colorful Collab line, which consists of 203 SKUs and debuted on last week.

Strategically reaching both brick-and-mortar store and online customers, Sally Beauty has been able to capture the younger consumers (millennials and Gen Zers) as well as an older demographic. Collab will launch in more than 3,000 of its brick-and-mortar locations next month, and the line is projected to add as much as $30 million to the company’s retail sales.

Collab’s color cosmetic offerings include three varieties of primer: Matte Addiction Liquid Lip Colors, Soft Spot Sheer Blushes, 10 shades of Meet Your Matte Velvet Foundations; seven About the Pout Lip Balms; and the Palette Pro Eyeshadow Palette. The range also includes five brushes, a makeup blending sponge, micellar makeup removing wipes, micellar cleansing water and brow setter.

The eight influencers are known as The Collective because each has a unique background and brought his or her own perspective to the brand. Collab is a result of their collective efforts—and together, they reach roughly 4 million people online. The Collective consists of Raven Scott (@ravenelyse), Alicia Marie Collinge (@xsparkage), Samantha Robinson (@saaammage), Dani Meza (@coffeebreakwithdani), Ashely Mitchell (@makeupbyamarie), Lizzy Gutierrez (@whatwouldlizzydo), Claire Hakim (@claireashleybeauty) and Wesley Benjamin Carter (@wesleybenjamincarter).

For more information about Collab by Sally Beauty, visit or follow @collabmakeup and @sallybeauty on Instagram.