Dose Of Colors Celebrates Minnie Mouse Collection, Looks Forward To Complexion Product Launch
Dose of Colors founder Anna Petrosian has plenty to celebrate as she nears the sixth anniversary of her cult-favorite cosmetics brand.
On the heels of stepping into the big leagues with its Disney collaboration, the makeup artist-turned-entrepreneur is preparing to introduce foundations and concealers in what could be the largest launch since her company made its debut with highly-pigmented lip colors. “I’ve been perfecting the formula and product,” says Petrosian of the forthcoming collection of water-based liquid foundations and concealers with applicators.
While Petrosian doesn’t have an exact date later this year for the release of Dose of Colors’ new category, she shares the goal is to keep the retail prices under $50. She doesn’t want to flood the market with a surfeit of shades. Instead, her strategy is to offer a concise number of specific colors. “It’s more [about] what’s your story behind it,” she says.
Petrosian elaborates that what’s important is “I want to make women and men feel beautiful in their own skin.” To underscore her devotion to customers, she says, “I’ve been wearing every shade.” On some days, in Dose of Colors’ office in Burbank, Calif., she covers half her face in one hue and the other half in another. She quips, “That day, I know I can’t go to a restaurant.”
On Thursday, at a party hosted by Dose of Colors and Disney at rooftop bistro Perch in downtown Los Angeles, Petrosian’s complexion glowed thanks to her foundation and concealer, enhanced by a touch of glitter in the corner of her eyes under her wavy dark bob. A carpet of clouds concealed the sun from guests, including makeup artist Fernanda Machado, artist Jimena Reno, and beauty vloggers Agnieszka Grzelak, Alfie Lux and Militza Yovanka.
“This has been a dream come true because Minnie Mouse has always been my all-time favorite Disney character.”
With the recent hiring of Carlos SanMiguel, director of influencer marketing and talent relations, from NYX, Dose of Colors is striving to increase engagement with influencers by cultivating relationships through events in intimate settings. In lieu of a launch party hosting some 500 people, SanMiguel says he’s shifting attention toward smaller shindigs like the lunch last week welcoming approximately 40 guests to snap photos, hear a speech from Petrosian and feast on tasty food.
Before sitting down to dine on artfully plated morsels such as baby beet salad, salmon with eggplant puree and orange cardamom crème brulée served in a mouse-ear mold, attendees viewed a 20-minute tutorial by makeup artist Elizabeth Seropian on how to use the youthful and fun colors from Dose of Colors’ Minnie Mouse-inspired palette, which Petrosian says was designed to enable “natural to bold looks.”
Ranging from $15 false lashes and $19 glitter eyeliners to $18 liquid matte lipsticks and a $39 eyeshadow and blush palette, the Minnie Mouse collection complements eye palette and lip products that Dose of Colors created in homage to Mickey Mouse. The Mickey Mouse cosmetics lineup was introduced last year to mark the character’s 90th anniversary, and a palette from it sold out in a day. Products from at are available at Ulta Beauty, Beauty Bay and Dose of Colors’ website.
Discussing the current Disney partnership, Petrosian enthuses, “This has been a dream come true because Minnie Mouse has always been my all-time favorite Disney character.”