Beauty Fiend

Los Angeles–based Beauty Fiend’s niche market started with the tattooed, gothic, rock ’n’ roll and rockabilly crowds, but contemporary boutiques have taken notice of the company’s skull-and-crossbones logo adorned with a bow.

“Fun underwear is fun underwear regardless of what your lifestyle is,” said President Cesar Arias.

Beauty Fiend introduced its camisole and underwear collection at the February 2004 MAGIC International trade show in Las Vegas. Los Angeles boutiques Ron Herman and American Rag wrote orders, and Arias said urban streetwear stores were also interested.

Wholesale price points for the lingerie are $8 to $16 for boyshorts and panties in mesh, fishnet and stretch cotton with rhinestone, lace, embroidery, leather trim and studded embellishment; $12 for screen-printed thongs; and $24 for camisole and panty sets.

The lingerie line started with a promotional item, but Beauty Fiend’s clients were so excited about the screen-printed underwear with the company’s logo that Arias decided to produce the piece and expand the line, which includes striped and polka-dot prints.

Arias and Creative Director Saira Doom designed the camisole and underwear sets for the “American couch potato” lounging in the house, but women frequently flaunt the rock ’n’ roll camisoles as outerwear.

For more information, call (323) 266-6060. —Rhea Cortado