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Beauty by PopSugar to Launch on QVC

Beauty by PopSugar is making its QVC debut. The beauty brand from the Millennial media destination is set to launch on Friday night seven products in an hour-long spot on Beauty iQ, Qurate Retail Group’s beauty-specific platform. Kirbie Johnson, a senior reporter and producer at PopSugar with 34 million Instagram followers of her own, will be the host, introducing products such as the Be Noticed Eye Shimmer Putty Powder and Peace.Love.Lips.Kit, a BeautyiQ exclusive. The products will also be sold on qvc.com. The program will be streamed across Beauty iQ and PopSugar’s social media platforms. “It really came down to the product — nothing matters unless our customer responds to the product,” said Rob Robillard, vice president of integrated beauty merchandising at Qurate Retail Group. “When we started to play and go through the products and packaging, I was blown away by the quality of the products, the idea of buildable coverage — you can start with something subtle and wear it over the day and build it up at night.” For QVC, nabbing beauty by PopSugar is also a way to attract younger consumers to its viewing platforms. For PopSugar’s beauty brand, which launched in March, the rollout to Beauty iQ is meant to

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