Signaturegift sets.

Bella Gloss by Annelies launches today with three lip glosses, sold as single bottles or as a boxed set of three.

The founder

Bella Gloss was founded by Annelies Schetters, known from the television programme The Real Housewives of Antwerp. Fans kept asking her which lip colours she was wearing. The question came back often enough that she decided to make her own.

The three shades

Blush Divine is a pearlescent pink for daily use. Velvet Mystique is a deep berry, made for evenings and special occasions. Sunset Goddess is a warm peach-coral that carries from day into evening.

Format and price

Each bottle holds 10 ml, above the market average for a lip gloss. A single bottle is €12. The three sold together in one box are the signature gift set, at €29.95.

Who makes it

Bella Gloss falls under The Mazi Group, an American multisector holding, and is produced by Mazi Beauty on the group's own lines. Product is styled "Bella Gloss by Annelies". The brand works to a clean beauty standard: it leaves out ingredients it considers harmful and packs in environmentally friendly materials.

The coverage

The launch was picked up by Gazet van Antwerpen, Het Nieuwsblad and Newsmonkey.

Why the group builds these

Bella Gloss is the luxury end of the portfolio, and it exists for the same reason Glam Switch does. The group already owns formulation, filling and quality control, so a new brand in an adjacent category costs a formulation and a mould rather than a factory. That is the whole argument for owning production instead of renting it.