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THEVI Cosmetics

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THEVI Cosmetics Beauty Line Targets New Ethnic Market – and the Blogs are Abuzz

THEVI Cosmetics is a sleek modern line that celebrates color influenced by lifestyles and traditions. THEVI Cosmetics targets the New Ethnic market -- women to whom rich and vibrant shades represent beauty as a way of empowerment in both their professional and personal lives.

New York, NY, August 07, 2008 --( Glimpse inside the power and diversity of women in a new line of cosmetics. THEVI Cosmetics highlights through its vibrant collection both the external diversity and the intimate sides of women – the dedicated mother, the loving wife, and the strong confident woman.

New entrepreneur Thevaki Thambirajah, “Thevi”, was born of Sri Lankan parents in New York State and grew up as part of a vibrant, multi-ethnic community whose diverse styles and cultures shared the common bond of love of color. To these women of the “New Ethnic Market” - light to dark skinned women of Asian, South Asian, Hispanic, Middle Eastern and Mediterranean descent - beauty is a way of empowerment, both at home and at work. The THEVI collection is colorful, contemporary, no-gimmick makeup to which its consumers fully relate.

Thevi says, “I know that there are many, many women like me. Women to whom ‘natural’ means ‘colorful’ with regard to makeup because intense color is so relevant to our everyday lives – in our homes, dress and even food. We feel comfortable with color, in fact, we crave it. And while our skins come in a wide range of tones and shades, we all look best with more intense makeup.”

Thevi spent 3 years creating a complete collection of cosmetics that matches ethnic skin tones and expresses femininity through a modern design and rich colors. The sleek, elegant and lightweight packaging represents the femininity and inner spirituality of women. The tagline “Inner Beauty Made Visible” captures THEVI’s mission to express women’s lifestyles and traditions through color that truly shows up on diverse skin tones.

The beauty bloggers have discovered the line and are all buzzing about it. “Liquid Powder Mineral Foundation with SPF 15. Wow! This product is fabulous. And I guess I’m a bit speechless (which doesn’t happen often) and I’m drawing blanks on what other adjectives I can use to describe how in love with this foundation I am.” Life of a Ladybug Blog: “The Thevi Sheer Matte Blush is a wonderful product. Truly matte, with no shimmer or glimmer, this blush gives a fabulous glow and color to the cheeks, without adding shine. You are left looking beautiful, but polished and sophisticated.”

Thevi plans to introduce the line into retail stores in 2009, but it is now available at, where you can find out more about Thevi herself and the products she has developed.

Products include a Longlasting Lipliner, High Impact Lipstick, Longlasting Eyeliner, Lush Mascara, Eye Shadows, Matte Blush, and Liquid and Powder Foundation, all in a vibrant range of shades. You can also find a Brush Collection for easy application. Prices range from $16.50 to $38.00. Products are talc free and oil free as well as hypoallergenic.

Available now at
For further information contact:
Thevi Cosmetics, Public Relations : (212) 537-4048

Contact Information
THEVI Cosmetics
Connie Wu

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