Ashley Tisdale on Her First Acquisition and Cruelty-Free Makeup

Ashley Tisdale is getting down to business.

The actress and influencer has acquired her makeup line from BH Cosmetics. The line, called Illuminate by Ashley Tisdale, will operate as a stand-alone lifestyle business going forward, and is about to undergo a re-brand, Tisdale said. Terms of the deal were not disclosed, but Tisdale said she bought the line just before BH Cosmetics got an investment from MidOcean Partners.

“The reason why it was better for us to separate is because as I was looking through my customers, and I have a really one-on-one relationship with my Illuminate customer, I started to realize my customer is very different than the BH customer,” Tisdale said. BH shoppers tend to be more into the heavy makeup favored by the YouTube community, while Tisdale says her shoppers are more “everyday girls.”

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