RMS Beauty to launch at Free People locations

Known for organic ingredients, Rose-Marie Swift just confirmed she will be branching out into retail. The beauty mogul will be extending her beauty line RMS Beauty Within which is set to launch in partnership with Free People.

The business has made a name for itself by using organic-only ingredients for its beauty line. Breaking away from the pack of natural cosmetics, RMS uses only raw food grade and organic ingredients. It seems likely that the brand chose to team with Free People, due to their natural, breezy aesthetic. “Our girls are very interested in not only clean beauty but taking care of themselves,”Jessica Richards, who has helped with Free People’s FP Movement shops in New York and Los Angeles told WWD. "Wellness for us has been our way to differentiate ourselves in the market against all the other [retailers] selling beauty. We’re a lifestyle brand, and beauty and wellness is what makes this a full 360 holistic approach."

Her beauty line also includes probiotics and digestive enzymes as an approach to wellness along with aesthetics. In combining these two missions, RMS Beauty works to transform the way makeup will be sold. The new line will launch at 122 Free People locations stating Monday, January 15, as reported by WWD. By inserting the RMS name into retail locations, the beauty brand may be able to benefit through the fashion market.