The actress and influencer has bought Illuminate by Ashley Tisdale from BH Cosmetics and is planning a re-brand.

Ashley Tisdale is getting down to business.

The actress and influencer has acquired her makeup line from BH Cosmetics. The line, called Illuminate by Ashley Tisdale, will operate as a stand-alone lifestyle business going forward, and is about to undergo a re-brand, Tisdale said. Terms of the deal were not disclosed, but Tisdale said she bought the line just before BH Cosmetics got an investment from MidOcean Partners.

“The reason why it was better for us to separate is because as I was looking through my customers, and I have a really one-on-one relationship with my Illuminate customer, I started to realize my customer is very different than the BH customer,” Tisdale said. BH shoppers tend to be more into the heavy makeup favored by the YouTube community, while Tisdale says her shoppers are more “everyday girls.”

“It’s just like how I wear my makeup,” Tisdale said. “I like to wear makeup, but I’m not layering on tons of makeup on my skin.”

Tisdale is leading the charge for Illuminate, with Carrie Barber (who has worked for Sephora and Glossier) as creative director, she said. Initially, Illuminate will operate as a direct-to-consumer player, according to Tisdale, but eventually could branch into pop-up shops and retail. The plan is to launch three products every three months, she said.

“When I started to look into the market of makeup and who the brands are servicing, it just felt like there wasn’t really a company servicing to the everyday girl,” Tisdale said. “I think makeup is supposed to illuminate your natural features, so I really wanted to bring it back to that, but I also had an idea for my company to be more of a lifestyle brand, so there’s a lot more than just makeup that we’re going to be doing.”

Right now, the team is working to develop Illuminate’s aesthetic, re-brand and develop products that are expected to launch in November. Asked about where the brand might go behind makeup, Tisdale said she’d develop “everything that my audience knows and wants from me — so skin care is a big one, and also, hair care.”

The re-brand isn’t finalized yet, but simplicity will be at the core, Tisdale said. “As someone who buys makeup, there are so many makeup brands out there and it overwhelms you with so many different colors,” Tisdale said. “I’d just gotten a contour palette and I didn’t even know it was double-sided.…What I’m trying to do is make it more simple.”

“It’s also beauty for fun,” Tisdale added. “We’re in a place that we’re taking it very seriously because it is an art — and that is so true — but at the same time, there are a bunch of girls that really just love to have fun with color and makeup and don’t take themselves too seriously.”

Prices will remain in “affordable” territory, Tisdale said. “High-quality, luxury makeup, but affordable — we’re not trying to reinvent that,” she noted. Tisdale is also hoping the line will reach a demographic beyond just her core fan base. “The makeup has only been sold literally on my face — all the images we’ve done are just makeup on me,” Tisdale said. “One of the first things we’re doing is a photo shoot on all different skin tones.”

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