OTTAWA, Oct. 6 /CNW Telbec/ - Mistura Beauty, an Ottawa-based cosmetic company with an innovative beauty product, heated up the Dragons' Den during the hit television show's season opener which aired Wednesday, September 30th. CEO Andi Marcus fielded offers from 4 of the 5 Dragons who all saw the company's potential for attracting a major portion of the $10 billion global cosmetic industry; one of the few industries in which sales actually increase during economic downturns.
Sold on the company's trade-marked invention that combines six beauty products into one, with a formula that self-adjusts for all skin types and colours, the Dragons battled it out for an opportunity to help the impressive start up grow into a competitive international brand able to outperform more established companies.
"I was enormously impressed by Andi's product, her marketing savvy, and her knowledge of the market," said W. Brett Wilson, the winning Dragon who offered $250,000 in exchange for a 30% equity stake. "Andi proved she has a special product and a solid company with serious growth potential." Wilson, one of Canada's most successful businessmen and respected philanthropists, co-founded FirstEnergy Capital Corp., a Canadian brokerage firm that provides investment-banking services to Canada's oil and gas sector and has participated in projects worth over $150 billion. Wilson is also Chairman of Prairie Merchant Corporation, an innovative investment bank with holdings in the energy, agriculture, real estate, sports, entertainment - and now cosmetic - industries.
Mistura's top-selling mineral-based formula, known as the 6-in-1 Beauty Solution(TM), was developed to eliminate the need for foundation, concealer, blush, bronzer, lip colour and eye shadow. The formula adds instant luminosity to all skin types and takes less than 30 seconds to apply. Fans of the product include Annalynne McCord, Beyoncé Knowles, Mimi Rogers, Deidre Hall and supermodel Cindy Crawford.
"We are delighted to be working with Brett" notes Marcus. "He is an inspiring and astute businessman with a wealth of knowledge and experience. As a fast-growing Canadian independent label, we will rely on Brett's expertise and suggestions on moving our company forward. We are very excited about the partnership."
Mistura became a well-known brand in the United States in early 2009 after sponsoring several high profile events in Los Angeles including the Golden Globe Awards, Sundance Film Festival and the Oscars. Celebrity interest in the brand has also led to features in OK! Magazine, STAR, ELLE, Ladies Home Journal and InStyle.
About Mistura Beauty Solutions
Mistura, the Portuguese word for blend, was founded by Andi Marcus in 2008 after more than two years of market research. The company's 6-in-1 Beauty Solution(TM) consists of a pressed powder that replaces six different make-ups and offers one self-adjusting shade for all skin types and colours. The hypo-allergenic mineral formula has one of the lowest return rates in the industry and can be applied in 20 seconds or less, leaving behind a customized glow. The light refracting minerals mute blemishes, redness and imperfections. The one-size compact typically lasts up to one year, reducing environmental waste and barely affecting beauty budgets. For more information, please visit www.misturabeauty.com.
SOURCE MISTURA BEAUTY
For further information: For further information: Whitney Zelmer, firstname.lastname@example.org, (613) 878-7344, Toll free: 1-866-609-FACE