Joshua Brands has partnered with Miss America Properties to launch skincare and cosmetics line.

R.E.I.G.N. will soft launch in September at the Miss America Pop-Up Store at the Pier Shops in Atlantic City, and the products range from $12 to $60. The line is now available for sale through www.reign-beauty.com and will hit masstige-level retailers in spring of 2014.

It will also be the official cosmetics sponsor of the Miss America Competition on September 15th in Atlantic City. Its first network television commercial will air live on ABC during the competition’s telecast.

The collection includes: Galor-ious Lashes Mascara, Blooming Glow Blusher, and Sheer Perfection Pressed Powder.

In an homage to the State Titleholders who compete for the Crown…

Lasting Luxe Lipsticks will be made with ingredients from and/or shades inspired by many State Flowers, like: Apple Blossom Red, Pink Prairie Rose and Coral Azalea.

And of course, all products are made in America.

“We are thrilled to be partnering with Miss America on such an exciting venture,” said Charles E. Corpening, chairman/CEO, Joshua Brands. Joshua Brands licenses, manufactures, and markets skincare products, cosmetics, and fragrances.

Corpening continued, “This project will allow us to target a previously under-served demographic of young female consumers with a positive, empowering message that is coupled with an affordable range of beauty products to help enhance their inner beauty.”

Ike S. Franco, managing partner, Miss America Properties, the the branding agency to the Miss America Organization, added, “Skincare and cosmetics have always been a natural extension of the Miss America brand, but our partnership with Joshua Brands through the launch of R.E.I.G.N allows us to be part of a collection that focuses on the total package of what is most meaningful for young women.”

Photo: Left: Miss America 2013, Brooklynite Mallory Hagan; Right: R.E.I.G.N.’s Chunky Lip Crayon.