Two Years After Grande Cosmetics’ HSN Debut, The Brand Unveils Its Hero Product On The Network

You can finally catch GrandeLASH on the small screen.

Following two years of Grande Cosmetics appearances on HSN, the brand’s premier product has landed at the home shopping network. It may seem counterintuitive to delay the launch of a bestselling product on a platform as large as HSN, but the television retailer’s stringent vetting process was to blame.

“It’s exciting to have GrandeLASH on HSN,” exclaims Alicia Grande. “I started the company 10 years ago on a shoestring budget with GrandeLASH and sold it for three year before I sold another product. GrandeLASH accounts for 70% of my sales.”

After learning what it takes to surmount HSN’s regulatory process,. the entrepreneur is getting proactive about testing Grande Cosmetics’ products. She’s been conducting consumer perception studies to ascertain market response. 

“Even though it was $35,000, I still can’t call it a clinical study,” she chuckles of a recent Grande Cosmetics consumer perception study. “I started doing the studies for GrandeLASH and GrandeLIPS. I’m happy I’m doing all the studies because it’s good to substantiate yourself. Now that the company has some cash flow, it’s definitely a good investment. Everything we do now, I study it.”

This year is shaping up to be a big one for Grande Cosmetics. The HSN debut of GrandeLASH is only the latest distribution gain for it. The brand expanded distribution at Sephora to all doors in September. Grande Cosmetics has been registering double-digit growth annually over the past six years. 

Grande originally met with the HSN in 2015 after being told repeatedly on the trade show circuit that her high energy was made for the spotlight. “Doing all those trade shows, everyone used to say ‘You need to be on QVC,'” she recalls. Grande was willing to step into the limelight, but HSN held out. It wasn’t until GrandeLIPS launched at Sephora in the fall of 2015 that it was willing to take the brand on.

The shopping network’s reluctance was unfounded. Stocks of GrandLIPS were snapped up when it hit the HSN airwaves in February 2016. Grande returned to the channel in March that year with 12 shades of her brand’s hydrating lip plumper. HSN shoppers purchased 18,000 units in a day. 

GrandeLASH was similarly well-received by the HSN audience. Three-quarters of the people who ordered it during its premiere appearance on the network opted for Autoship, HSN’s automatic replenishment service. Grande contends the deeply discounted HSN price — $45 for a GrandeLASH and Grande Mascara duo that would retail for $90 — spurred sales.  “It was too good of a price. I’ll never do that price again,” asserts Grande. “Too Faced is on [HSN] now. If you think they’re going to do 50% off, they’re not. I can’t anymore. I’m in Sephora. But, you do it for a day — it’s only one day.”

Grande will get in front of HSN’s cameras again in June when she will go live with Grande Cosmetics’ new lip liner. “It’s [a] priming lip liner [that] helps your lipstick stay on longer,” she explains. “It’s with hyaluronic acid and also has thickening properties that help to fill in the fine lines on the lip for a more youthful appearance. Your lipstick stays on longer, and lips are a little plumper.”