If you thought the day would never come when you'd order a $4,500 gilded vanity table in the mail, think again. It's just one item (a $2,200 leopard-print rhinestone handbag by Judith Leiber is another) in the new, Beverly Hills mail-order beauty catalogue.
The company's roots may be in such middle-brow operations as Avon and Mary Kay, but this is the glitz and glam variety of mail-order cosmetics, with all the showbiz trappings you'd expect of its inventor. She's Gale Hayman, once a co-owner of the Giorgio boutique on Rodeo Drive, and a co-founder of the fragrance company that launched a hundred-million-dollars-plus perfume business only five years ago.
Hayman calls her new cosmetics line upscale (prices range from $6 for nail polish to $16.50 for makeup base). There is also costume jewelry and makeup-table accessories, the vanity and the handbag to chose from. "The line is for women who don't have time to shop but get confused about what makeup colors look best on them," she says.
Hayman got the idea for her new business in the years when she spent a lot of her time in the Giorgio dressing rooms, helping the store's star-studded clients get dressed. "Women used to ask me what color lipstick to wear with their outfit," she recalls. "They had a drawer full of makeup at home but none of it looked right."