Released on: August 5, 2008, 11:46 am

Press Release Author: THEVI Cosmetics

Industry: Apparel & Fashion

Press Release Summary: THEVI Cosmetics is a sleek modern line that celebrates color
influenced by lifestyles and traditions. THEVI Cosmetics targets the New Ethnic
market--women to whom rich and vibrant shades represent beauty as a way of
empowerment in both their professional and personal lives.

Press Release Body: Glimpse inside the power and diversity of women in a new line of
cosmetics. THEVI Cosmetics highlights through its vibrant collection both the
external diversity and the intimate sides of women - the dedicated mother, the
loving wife, and the strong confident woman.

New entrepreneur Thevaki Thambirajah, "Thevi", was born of Sri Lankan parents in New
York State and grew up as part of a vibrant, multi-ethnic community whose diverse
styles and cultures shared the common bond of love of color. To these women of the
"New Ethnic Market" - light to dark skinned women of Asian, South Asian, Hispanic,
Middle Eastern and Mediterranean descent - beauty is a way of empowerment, both at
home and at work. The THEVI collection is colorful, contemporary, no-gimmick makeup
to which its consumers fully relate.

Thevi says, "I know that there are many, many women like me. Women to whom
'natural' means 'colorful' with regard to makeup because intense color is so
relevant to our everyday lives - in our homes, dress and even food. We feel
comfortable with color, in fact, we crave it. And while our skins come in a wide
range of tones and shades, we all look best with more intense makeup."

Thevi spent 3 years creating a complete collection of cosmetics that matches ethnic
skin tones and expresses femininity through a modern design and rich colors. The
sleek, elegant and lightweight packaging represents the femininity and inner
spirituality of women. The tagline "Inner Beauty Made Visible" captures THEVI's
mission to express women's lifestyles and traditions through color that truly shows
up on diverse skin tones.

The beauty bloggers have discovered the line and are all buzzing about it.
Bionic-beauty.com: "Liquid Powder Mineral Foundation with SPF 15. WOW! This product
is fabulous. And I guess I'm a bit speechless (which doesn't happen often) and I'm
drawing blanks on what other adjectives I can use to describe how in love with this
foundation I am." Life of a Ladybug Blog: "The Thevi Sheer Matte Blush is a
wonderful product. Truly matte, with no shimmer or glimmer, this blush gives a
fabulous glow and color to the cheeks, without adding shine. You are left looking
beautiful, but polished and sophisticated."

Thevi plans to introduce the line into retail stores in 2009, but it is now
available at www.thevicosmetics.com, where you can find out more about Thevi herself
and the products she has developed.

Products include a Longlasting Lipliner, High Impact Lipstick, Longlasting Eyeliner,
Lush Mascara, Eye Shadows, Matte Blush, and Liquid and Powder Foundation, all in a
vibrant range of shades. You can also find a Brush Collection for easy application.
Prices range from $16.50 to $38.00. Products are talc free and oil free as well as
hypoallergenic.

Available now at www.thevicosmetics.com.
For further information contact:
Thevi Cosmetics, Public Relations
pr@thevicosmetics.com : (212) 537-4048


Web Site: http://www.thevicosmetics.com

Contact Details: THEVI Cosmetics
304 Park Avenue South 11th Floor
New York, NY 10010
Tel/Fax: 212-537-4048
pr@thevicosmetics.com