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The model and television personality has unveiled her own beauty brand, and she’s named it after herself!

The America’s Next Top Model host and former Victoria’s Secret ‘Angel’ has launched a new beauty collection, Tyra, promising with typical gusto that “it’s not just a cosmetics line; it’s a COSMETICS EXPERIENCE.” 

“Without makeup, I would have never been a supermodel,” she adds. “I don’t wake up with naturally sculpted cheekbones — I paint them on! I believe makeup is the great beauty equalizer.”

We do too, and if you’re a fan of portmanteau product names you’re going to love it. 

Three main categories: ‘TYover’ (face), ‘Smize’ (eyes), and ‘IT Factory’ (lips) cover a range of different products from a $26 ‘light in a stick’ highlighter to the $74.50 6-Minute TYOver set. 

Banks famously took time out of her schedule to attend Harvard Business School’s Owner/President Management Program, and the new venture is being touted as the first move in her own entrepreneurial revolution. There are plenty of cool ‘before-and-after’ features on the site, and Tyra Beauty also offers a TyraU channel of tips provided by ‘Beautytainers’ explaining how to create different looks using the products. 

Tyra Banks joins several other models with their own cosmetics lines, including fellow supermodel Iman, who created Iman Cosmetics in 1994 to provide difficult-to-find shades for darker-skinned women.