Friday, January 25, 2019

BRAND PROFILE: Mirabella


Beauty is a lifestyle. If you do not agree, scroll #makeupjunkie on Instagram feed, or just ask Mirabella’s owners Layne and Miranda Coggins. In early 2014 Mirabella adopted a philosophy of improving product formulations and developing sleek modern packaging in an effort to complete the salon beauty experience and create excitement among the brand’s current customer base. Mirabella’s signature mineral-base has an emphasis on remaining talc, dye & gluten free. Instead, this brand uses natural minerals and colors to create a make-up line that gives you the products to create your look flawlessly without harsh chemicals.





Born out of frustration with the quality of cosmetic brands available to salon professionals, makeup artist and salon owner, Christy Thurston, developed Mirabella in 2002 to create a total beauty experience for the salon industry. The brand’s extensive shade range and mineral-based formulas quickly gained a reputation as an industry leader in cosmetics. In 2007, John Maly partnered with Mirabella, continuing growth efforts by expanding globally. Although the brand’s customer base continued to grow and product development was steady – inflation of the cost of goods sold, customer communication and complications moving product nearing expiration date, it was evident a new approach was needed.

Layne & Miranda Coggins founded The Lano Company, originally specializing in natural lanolin-based lip balm, in 2005 after suffering from chronically chapped lips. Layne joined The Lano Company a year later to facilitate sales, and the company quickly began developing relationships with major distributors and retailers nationwide. As the company grew, two brands were established: Pure Cosmetics, specializing in a wide range of beautiful, yet affordable paraben free and natural-based cosmetics, and Pure Lano, an all natural skincare line.  In 2014 they purchased Mirabella.

"I was ecstatic to have the opportunity to purchase Mirabella. It felt like a natural extension of The Lano Company," says Miranda. "Mirabella's focus and dedication to creating naturally-based, talc-free cosmetics parallel our collective mission for The Lano Company as we have always striven to do the same with our two brands: Pure Cosmetics and Pure Lano."



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