Stila has had the roughest ride of any beauty company I can remember: new ownership several times, a complete disappearance from the UK market and now I hear of a new direction. Stila is to become the latest catch of the ‘infomercial’. My heart sinks. That’s what Victoria Principle does – not lovely Stila. On the plus, there is apparantly to be a mass line, Simply Stila, that will retail at a more budget friendly price. Whether it will ever come back to the UK is anyone’s guess, but I can’t think of a better way to cheapen your brand than to stick it on half hour infomercials.

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