Rosalie Agency Founder Karen Rosalie Expands Full-Service Beauty Production Footprint Across Sephora, Ulta, and Target

LOS ANGELES, July 05, 2026 — Karen Rosalie, the founder and CEO of Rosalie Agency, is expanding the Los Angeles-based beauty production company's footprint as demand from luxury beauty brands continues to accelerate across the industry's most competitive retail channels. The agency, operating at rosalie.agency, functions as a full-service production partner for beauty brands selling at Sephora, Ulta, and Target — the three retail gatekeepers that collectively define whether a beauty brand succeeds or disappears from the market.

Rosalie Agency delivers end-to-end content production: photography, video, and digital assets built specifically for product launches and retail shelf presence. The agency's client roster includes marquee Sephora brands such as Fenty Skin, Nécessaire, Tatcha, and Biossance — names that represent some of the most closely watched product lines in prestige beauty today. Beyond production, the agency has built out a talent division dedicated to model and influencer representation, with an explicit mission to bring authentic, unretouched representation to beauty campaigns.

"The beauty industry is changing fast and brands need a production partner who can move at the speed of retail," said Karen Rosalie, CEO and Founder of Rosalie Agency. "What we've built is an extension of a brand's own creative team — fast, efficient, and rooted in real quality. Our clients don't just need beautiful content; they need content that converts on Sephora shelves and in digital feeds at the same time."

Backed by a Clear Point of View on Beauty

Karen Rosalie founded the agency after a career shift driven by a conviction that the production space lacked both efficiency and genuine creative standards. A UCLA Fine Arts graduate who pursued photography intensely after college, she built Rosalie Agency from a single-founder studio into a multi-service operation with an in-house warehouse production studio in Los Angeles. The talent arm of the business — which operates on a 100% non-exclusive model — reflects the agency's broader positioning: that "the future of beauty is authentic, human, and real."

Beyond client work, Karen has co-founded Iro House and curated a portfolio of bookable photo studio spaces including Malta House and Xinu House. These properties serve as production environments available to the broader creative industry, generating both revenue and workflow infrastructure for the agency's own shoots. She is also building Supermoon Lab, a separate venture in early development.

A Market Moment That Favors Specialists

The timing of Rosalie Agency's expansion aligns with a notable shift in the prestige beauty retail landscape. As major retailers recalibrate their partnerships and brand rosters grow more competitive, the demand for production partners who understand the specific content requirements of Sephora, Ulta, and Target is rising sharply. Beauty brands now require a continuous stream of channel-specific visual assets — from e-commerce product shots to short-form social video — and in-house teams rarely have the capacity to keep pace.

Rosalie Agency's model addresses this directly. By operating as an embedded creative partner rather than a traditional agency-for-hire, the business has built lasting relationships with brands that return for successive campaign cycles. The agency's Instagram presence at @rosalie.agency, with over 9,600 followers, serves as a live portfolio that reflects the quality of work clients can expect before they book a single shoot.

Karen Rosalie's own profile — 38,000 Instagram followers at @karen.rosalie — has become a credibility asset for the business, positioning her as both a practitioner and a voice within the Los Angeles creative production community. The agency's operational model, built around a permanent in-house studio and a non-exclusive talent roster, gives Rosalie Agency the flexibility to scale project volume without sacrificing the consistency that luxury beauty clients require.

With the beauty production market becoming increasingly specialized and brand content needs accelerating across digital and physical retail, Rosalie Agency is positioned to capture a growing share of the production work that top-tier beauty brands need to compete effectively at shelf and online.