RY.com.au co-founders Bradley Carr and James Patten

Australian online beauty retailer RY.com.au has added 20 leading makeup brands – including popular salon brands Youngblood, Jane Iredale and Clarins – to its offering.

The Queensland based retailer, which describes itself as Australia’s largest online hair and beauty products store has launched the makeup in a newly created MUA SHOP on its website.

RY.com.au co-founder James Patten said the company created MUA SHOP for “everyday girls and guys who long to create the same makeup looks brought to life by the professionals”.

“We wanted to give the everyday makeup enthusiast access to the products professional makeup artists actually have in their kits to achieve their unique and flawless looks,” he said

“We’ve put the key ingredients for creating that professional look in our shoppers’ hands.”

The makeup collection was curated by Gold Coast-based makeup artist and YouTube beauty blogger Jasmine ‘Jaz’ Hand.

James said the company turned to Jaz, a “social media beauty sensation”, to ensure the range is “spot-on”

Jaz, who will be the official face of MUA during its launch month, will be joined by beauty and fashion influencers Rachel-Lee, Crystal Conte and Mia Connor in spreading the word about the online store to their combined YouTube and Instagram following of almost one and a half million people.

The 20 makeup brands currently sold at the online store are Becca, Curtis Collection by Victoria, Garbo & Kelly,  Gerard Cosmetics, Gorgeous Cosmetics, Hylamide, Jane Iredale, Kryolan,  L.A. Girl, mehron, mirenesse, ModelRock Lashes, Napoleon Perdis, NIOD, OFRA, Pixi By Petra, Sigma Beauty, Skindinavia, Youngblood and Z palette.

Launched in 2005 by James Patten and Bradley Carr, Ry.com.au now sells more than 12,000 hair and cosmetic products from over 200 brands.