TYRA BANKS LAUNCHES TYRA BEAUTY

BEFORE

Model-turned-entrepreneur Tyra Banks is launching the makeup line Tyra Beauty, which she says will allow ordinary women to work with their assets and transform themselves.

“Without makeup, I would have never been a supermodel. I don't wake up with naturally sculpted cheekbones -- I paint them on!” Banks, 40, said in a statement Friday about the new line. “I believe makeup is the great beauty equalizer.” 

Tyra Beauty will focus on “’Beautytainment’ – where beauty and entertainment collide,” adding that the line would be “all about Beauty. Business. Badassery.”

Banks’ website, Tyra.com, has been revamped to highlight the new line, which features the "TYOver" an applicator stick for the face, a “Smize” eye makeup product to allow women to smile with their eyes (Banks coined the term “Smize”), and the "It Factory", featuring lip products inspired by the runway. The products will be sold by independent contractors which Tyra calls “Beautytainers.”