When Giuliana Rancic received her breast cancer diagnosis in 2011, she started looking more deeply into what products she used on her skin. The ones she loved had chemicals she wanted to eschew; many natural brands she liked didn’t address aging concerns. Fast forward a few years and a cancer-free Giuliana returned to E! News and became a beauty entrepreneur. Teaming up with Roseann Fernandez, Senior Director of Marketing and New Business Development at Hain Celestial Group (which owns natural brands Jason, Avalon Organics, Alba Botanic and Live Clean), the duo developed Fountain of Truth, which debuted last year online. Sources believe the collection can surpass sales of $24 million in the first full year. In early March, Fountain of Truth hit Ulta Beauty stores (it had already bowed online earlier this year).
Despite her busy shooting schedule and tending to her brands, including Giuliana Prosecco, Giuliana, along with Roseann, found 5 Minutes to spend with CEW Beauty Insider.
B.I.: Can you provide an update on Fountain of Truth?
Giuliana Rancic: We’re not even six months old and we already have thousands of reviews and so much love from consumers, makeup artists, and now retailers. I post spontaneously, like when I was getting ready for the Oscars and I had puffiness and rolled the Magic Wand [sculpting eye roller] under my eyes. It is spontaneous… organic and authentic and people respond and can tell it is part of my routine. Even my makeup artist at work will dab a little under my eyes to brighten them before I go on.
Roseann Fernandez: We call it the power of G. She posted a double cleanse on Instagram and products started flying like hot cakes. We’re hitting our goals and we’re excited Giuliana is bringing awareness and sales.
B.I.: Tell us about expanding into Ulta Beauty?
G.R.: When we first started creating the brand and had conversations about the future, I remember the first conversation about expanding beyond dotcom and the perfect retailer was always Ulta. I’m a shopper. I love Ulta. I’ve shopped there for years. I love how you can walk in and buy everything from hair ties and cotton balls to nail polish remover and beautiful appliances. It is where I shop for beauty. It was very dear to me from the beginning. Ulta was our very first outreach and phone call. I will be making appearances and I can’t wait to be on the floor and meet everyone.
B.I.: Where will it be merchandised at Ulta?
R.F.: We got awarded a really great area called New & Loved. This is where the buyers’ favorite brands are, the ones they are talking about. We have all doors. That was mind blowing. It is wonderful to have such a great partner that believes in the brand and supports it.
B.I.: Are men sneaking some Fountain of Truth to use as their own?
G.R.: Yes! My husband [entrepreneur Bill Rancic] uses it. Makeup artists are also using it on their male clients because they love the way it smells. It is very clean and makes your skin feel good. Roseann’s husband loves it too.
R.F.: My husband loves the eye wand for when he’s looking tired.
B.I.: What are the top sellers?
G.R.: The Truth Insta-Face Lift Elixir, the Magic Wand Sculpting Eye Roller and the Honey Glow Honey Mask are the big three, but my favorite is the Dream Cream. I’m obsessed with it. I used it during the colder months during the day for hydration and it is an overnight mask that works through the night.
B.I.: What advice do you have for someone who wants to launch his or her own line?
G.R.: For me, it has to come from the heart. This line came from my heart and out of necessity. A good place to start is, if you need it, someone else probably does too. For me, the products had to be clean and not cost as much [as some comparable products]. That’s who I am and what I built the line around.