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Influencer Courtney Shields’ forthcoming beauty company is dictated by a new “standard.”

Shields and her business partner Jeff Lee, formerly the chief operating officer of A-Rod Corp who helped launch JLo Beauty, are cofounders of DIBS Beauty, a makeup company whose name is an acronym for Desert Island Beauty Standard. The two met via an introduction from the cofounders of Tula, with whom Shields collaborated on a top-selling eye balm that launched last year.

DIBS raised $2.6 million in an initial round of funding from L Catterton partners Michael Farello and Jonathan Owsley, who invested individually, as well as fellow influencers. (L Catterton previously invested in Tula.) The brand will launch on Sept. 15 with highlighters and blush-and-contour sticks, priced at $32 each. The direct-to-consumer launch coincides with the three-year anniversary of the death of Shields’ father, who was an entrepreneur in the computer industry.

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