Online beauty retailer RY has today launched a new e-commerce store, aimed at providing makeup brands, products and tools used by the industry’s professionals to consumers.

The MUA (Make-Up Artist) shop brings together 20 cosmetic brands curated by Gold Coast-based makeup artist and YouTube beauty blogger Jasmine “Jaz” Hand, who will also be the official face of MUA during its launch month.

RY.com.au co-founder James Patten said the company created the new platform for everyday enthusiasts who want to create the same makeup looks brought to life by the professionals.

“We wanted to give the everyday makeup enthusiast access to the products professional makeup artists actually have in their kits to achieve their unique and flawless looks,” he said.

“To ensure this range was spot-on we turned to social media beauty sensation Jaz Hand, who handpicked the products on offer at MUA Shop.

“We’ve put the key ingredients for creating that professional look in our shoppers’ hands.”

The store will stock beauty brands including Becca, Youngblood and new names like Garbo + Kelly, Kryolan, Ofra, Mehron and Z Palette; plus brands including Curtis Collection, Gerard Cosmetics, Gorgeous Cosmetics, Jane Iredale, Hylamide, L.A. Girl, Mirenesse, Model Rock, Napoleon Perdis, Niod, Pixi By Petra, Sigma and Skindinavia.

Jaz Hand will be joined by beauty and fashion influencers Rachel-Lee, Crystal Conte and Mia Connor in spreading the word about MUA Shop to their combined YouTube and Instagram following of almost one and a half million people.

The new store has seven specialty ‘departments’ where customers can tap directly into products including Bridal and Photography; Theatrical and Halloween; Base and Foundation; Eyes and Brows; Mineral Makeup; Lip Products; and Tools and Brushes.

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