MIAMI (CBSMiami) – Reality TV star La La and internet retail mogul Loren Ridinger have teamed up to form a new makeup line that caters to African American and Latina women.

“Motives For La La” launched Thursday morning at the American Airlines Arena.

“Motives was a brand I created 2 years ago and La La has always loved the brand but said were missing a market we should cover,” said Ridinger.

“I wanted to work with Loren and create beauty in every shape and make sure we’re not missing out on anyone, so we came up with this amazing collection,” said La La, who is married to New York Knicks star Carmelo Anthony.

The line features base powders, lipsticks, glosses, eye shadows, blushes, mascaras and more. It’s also affordable, ranging in price from $10-$40.

“We made sure our price points are always below the competition,” said  Ridinger. “Below MAC, Bobbie Brown. We want high quality cosmetics at affordable prices. We really want to reach the masses.”

And speaking of masses, the companies sales crew was out in full force today with representatives from all over the world, and the two powerful creators have some high profile friends. Reality star Kim Kardashian was front and center today taking pictures and tweeting about the conference.

“I’m just happy to be partnering with someone who’s a friend and an amazing business woman” said La La.

“I feel like in today’s society women need to be who they are and who were mean to be” said Loren.

For more information and where to buy the line go to


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