Posted April 07, 2018 12:17:17The bitch slap beauty brand is back.
Fiera Cosmetics announced Monday that it will rebrand the brands name as Bitchslap, the name the company previously used for a line of cosmetics.
The company will now be known as BittySlap, which it calls a move that will “better align with the brand’s mission and branding,” according to a statement.
The rebranding will be the latest in a string of attempts by the company to differentiate itself from rivals like Sephora and Target, which are known for their focus on women’s beauty.
BittySlapp Cosmetics is owned by a former beauty mogul and founder of Sephorace.
The brand is based in North Carolina and has three locations in the United States.
Fieras founder said in a statement that she wanted to take a step back to rebrand BitchSlap as a “brand that embodies the values and aspirations of women and girls.”
The company says it will also be more transparent about its products, as it was during the company’s launch in 2018.
Fiere said the company will also invest in a new store in North Charleston, SC, and plans to expand into more states, which will allow it to expand beyond its core market of the Northeast and South.
BitchSlaps products include lip balms, cheek scrubs, and face creams.
The company will rejoin Target in the US, but it plans to launch in the UK and Canada.