Accomplished actress, reality (real housewife) TV star, talk show host, clothes designer, New York Times best-selling author, mother to two daughters and wife to actor Harry Hamlin….I want to know where did Lisa Rinna find the time to add another string to her bow. In November, Lisa launched Rinna Beauty – an all-inclusive, 100 percent vegan & paraben-free collection of beauty products – in collaboration with SEL Beauty. Lisa’s lips are her signature, a trend she started long before Hollywood’s biggest stars copied her look. Now, after more than a decade in the making, she is bringing her style public with Rinna Beauty. The brand was launched with Lisa’s Lip ICON kit, featuring different lipstick, gloss, and liner shades.
You are undoubtedly one of the most beautiful women on the planet; what inspired you to start this beauty line? And more importantly, how did you find the time?
Lisa: I think it really started with people asking me what lip color I was wearing and where can I get it. And I thought, well, why am I not making my own so that I can give it to them. It really just came out of that. When you have wanted something for so long, you make sure you find the time.
My parents were not well off — we were very middle class, and my mom always made me work for things. So, I never could get anything unless I worked for it. I learned that at a really young age. I think I had my first job was selling lemonade on the golf course at 11. And then I worked at Lerner’s, a clothing store when I was 14 because I wanted to buy clothes and my mom wouldn’t give me any money. She said you have to work for it. So, I think it was instilled in me at a very early age. And then, once I got into this business and became an actress, I saw what Suzanne Somers was doing. And I thought, you know what, I think that that’s what I need to morph into because I knew that as an actor, by the time you’re 40, it’s kind of over. Like, there are five actresses over 40 that work. When I saw Suzanne, I went, “That is the ticket, right there.” She made 100 million dollars by selling products. Suzanne Somers has really been my role model.
You mentioned that you have wanted to start this brand for more than a decade; however, it was never the right time or the right partner, so why now? And why SEL Beauty?
Lisa: I never gave up. I had many different opportunities to do a beauty line, and it never worked out. I’m talking 10-15 years of wanting to do this, and it just kept not happening. And I thought, well, maybe I’m not meant to do a beauty line, maybe I should focus on my clothing line. And then I met Cheryl and her team from SEL Beauty, and voila, here we are. But I’ll tell you what, I was told no probably six times. I didn’t give up. It was something that I just kept saying; I know we can do this.
Why are you right for this role?
Lisa: It’s me. It comes from being Lisa Rinna for 57 years. It’s taking everything that I’ve ever known and learned in my life, whether I’ve been on camera or off. And I’m starting with a lip kit because I am the lip pioneer. Starting Rinna Beauty is something that has taken forever, but we finally did it.
Who is the Rinna Beauty customer?
Lisa: I envision it to be absolutely the most inclusive beauty line ever. And I’m talking across the board; every single human on the planet could use Rinna Beauty. How about that?
Were there any restrictions on creating this brand?
Lisa: What’s great about Rinna Beauty is I don’t have to fit into any mold. I don’t have to have to use certain fabrications or a certain price range. I can do whatever I want, and that’s why I thought, if we can make this as inclusive as possible, then I have no boundaries. Nothing is holding me back from creating exactly what I love and what works for me. And then, of course, the sky is the limit. I see Rinna Beauty as a true lifestyle brand.
How involved were you in the process of creating the products?
Lisa: I’ve never been one who just easily puts my name on something. I really think long and hard about it. When I created my clothing line, even though it was for QVC and had some pretty strict guidelines you have to follow, I still made sure that I made it really authentically to myself. I would never want to create a product line if I didn’t have a lot to do with it. You can’t just put your name on something unless it’s fabulous!
Did you start with a lip kit? Why a lip kit?
Lisa: I started as the lip pioneer. And I and I say that with a wink and a nod when I say that I’m the lip pioneer, but literally, when I was 24 years old, I went with my girlfriend and we had our lips done, and it was crazy and nobody was doing it.
What can your make up brand do for us that others haven’t managed to do?
Lisa: We launched with a lipstick line, and that starts with what I like. What I want in a lipstick, a pencil, lip gloss. There are five million different kinds of lip gloss. I’m particular about what I like. I know exactly the lip gloss and the consistency and texture. Does it have a fragrance? Does it not? Does it have a taste? Does it not? So, we had to go through a few iterations. And I will say that when you really want something, and you know what you want, the more specific you are, the better. You learn that in acting class. If you’re playing a character, the more specific you are, the better. So, because I’m so specific, I know exactly what I want, which actually makes it easier even though it sometimes makes other people frustrated. It wasn’t the easiest because we were doing all of this right in the middle of COVID. But I would say, “You know what, guys, we’re close, we’re almost there. I’d like to see two samples, and I would want a combination of one and two.” And we finally got there! I held to that, and I’m so thrilled that I did because I can be like, oh my god, this is my favorite lip gloss and my favorite lipstick of all time. I can really own that.
People want ease. I want something that looks fabulous, makes me feel fabulous and is easy. You know, I don’t want any tricks. I want pure ease.