Kevyn Aucoin Cosmetics is Back and Better than Ever

It’s a tale as old as time. Girl finds makeup line, girl loves makeup line, makeup line starts to stray, girl dumps makeup line. It’s sad. It’s happened to me so many times since opening Bellacara I can barely remember them all. Sometimes it happens because a line lacks money, sometimes it happens because a line lacks vision, and sometimes it happens because a line tries to be what another suitor wants. No matter how it happens, it always leaves a bunch of disappointed people in its wake.



With Kevyn Aucoin Cosmetics it was a combination of factors. The line had vision and then it was purchased by an investment company. That company had no vision. It only saw numbers and when a big cosmetic retailer wanted flashy, Instagram worthy launches it started straying from it’s core customer base. New launches skewed younger and younger. Each new item had more glitter than the next and core products like blushes, lipsticks, and eyeshadows were discontinued so all the money could be put into these flashy new launches. Then the big retailer got a roving eye and moved on to other lines. The core customer base that had made the line so beloved had moved on and so the big retailer stopped selling the line in its stores and relegated it to online only.



By this time, the line had been pulled at Bellacara as well. The Bellacara customer was not interested in thick glittery lipsticks, glosses, and eyeshadow palettes. So, a determination was made that the line had to go. But something made us hold out hope that the line would once again return to glory. We would check in periodically to see where things were and one day, we were delighted to find that the line had once again been sold. This time the buyer was not an investment company, but rather a brand portfolio that had a keen awareness of beauty and what the Bellacara customer was looking for. After watching for a while to make sure the line was on track, we decided to bring the line back to Bellacara. Now that it’s in store, we could not be more thrilled.

The line is once again back to its former glory. The foundations are amazing, the new lipsticks are must-haves, and there isn’t much glitter if any to be found. So, former Kevyn lovers rejoice. The line has returned and it’s better than ever.


  • The latest from Angela
I have been a beauty junkie for what seems like forever, but before I did anything about it, I went to law school. (Yes, my life is a little like the reverse of Legally Blonde.) Then, I worked as a prosecutor in Sonoma County after which I moved to the DC area with my husband in ’97. I served as Majority Counsel to the Senate Banking Committee followed by a year-long stint at a lobbying firm. You get the picture. It was then that I decided to act on my dream of becoming an entrepreneur. Finding my favorite beauty products proved to be impossible without stepping foot in a mall–the horror. So, I decided to bring my favorites to Alexandria. A few trips to New York and a flight to France and Bellacara was born in March 2000.

Located in historic Old Town Alexandria, for more than 17 years Bellacara has been Northern Virginia's preeminent boutique for high end cosmetic, skincare and haircare products. At Bellacara you will find premiere beauty products that have been carefully edited by the store’s owner, Angela Sitilides, who personally tests all the products sold in store. The boutique carries only the best product lines – Kiehl’s, Jouer, Dr. Dennis Gross, Christophe Robin, Moroccan Oil, Bumble & Bumble, Fresh, Molton Brown, Skinceuticals, Smashbox, Stila, Mario Badescu, Clarins, Dermalogica, Kevyn Aucoin, Kai, Child, St. Tropez, Smith and Cult, and many more.

1000 King Street
Alexandria, VA 22314


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