What to buy in Sofia Vergara’s fashion and fragrance brands – The Hollywood Reporter

Hollywood journalist launches its first list of the Top 10 Star Entrepreneurs of 2021, which also includes Drew Barrymore, Ryan Reynolds, Dwayne Johnson, Kristen Bell, Jennifer Garner and more.

Years before Modern family made her a household name, Sofia Vergara was crafting a business plan that extended beyond her work on camera. “She always knew exactly what she wanted,” says Luis Balaguer, CEO of Latin World Entertainment (LatinWE), the production company and talent management agency that he and Vergara founded in 1994. “Very early on. , Sofia has realized potential beyond her salary as a comedian and television host. This led to the schedule she did in 1995 – I was able to get a printer to produce 100,000 of them and give them to me on consignment; we ended up selling about 2 million.

“While I was still in Colombia, I realized that I could sell a lot of magazines by doing the cover,” says Vergara. Hollywood journalist, “I was a single mom, so my motivation was just to support my family, but it got me thinking about other types of things I could sell and other ways to earn an income. “

Fast forward to Modern familyin 2009, and Pepsi, Kmart and Procter & Gamble came to claim sponsorship deals. His current business ventures include a growing partnership with Walmart as well as a furniture line with Rooms to Go; perfumes; and an eyewear collaboration with Foster Grant. Companies are drawn to both the authenticity of Vergara and its considerable appeal in the Latin market.

“As a woman, mom and Latina, Sofia knows how to engage her audience at all of these levels,” notes Alex Bort, senior vice president of global business development and innovation at LatinWE. “The consistency of who she is contributes a lot to her success. “

Beverly Hills-based LatinWE was a game-changer, and not just for Vergara. “When I met Luis, we decided to launch LatinWE to help represent Latin talent in more powerful ways and in a new way that would create opportunities and allow them to be compensated fairly,” says Vergara. “From the start, we recognized and respected the enormous purchasing power of the Hispanic community. Building on this has been very important to my career, and helping other people leverage their own brands has always been part of what we wanted to do with LatinWE.

Sofía Vergara Intimates Cropped Hoodie and Jogging Pants Set

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The actress and America has talent the judge kicked off her relationship with Walmart in 2019 with a denim collection for sizes 0-20; Nicknamed Sofía Jeans by Sofía Vergara, her success led to collections of lingerie, nightwear, loungewear and sportswear with the retailer, while the shoes (designed not to conflict with a relationship which she maintains with Payless in Latin America), jewelry and home collections are expected as future extensions.

“We use quality materials and design the clothes with a woman’s body in mind,” Vergara says of the popularity of the denim collection. “It was so important to me that Sofía Jeans included the size so that women of all shapes and proportions can wear cool, flattering and affordable looks that make them look beautiful.”

Vergara’s Foster Grant relationship, meanwhile, debuted in 2020 and grew out of a personal need – she found out she needed reading glasses and couldn’t find any “that I found stylish and stylish. that matched my personality, ”said the 49-year-old actress. July. “I didn’t want old lady’s glasses!” The philanthropic elements are also essential: for every pair of Sofía Vergara x Foster Grant glasses purchased, a pair is also donated to Restoring Vision, a California-based nonprofit that donates reading glasses to charitable groups helping children. underprivileged communities around the world, while EBY, the lingerie subscription service Vergara founded in 2017 with start-up entrepreneur Renata Black, donates 10% of its proceeds to the Seven Bar Foundation, which helps women to start their own small businesses through microfinance.

Food and entertainment are two categories Vergara says she also plans to pursue, calling them both “big passions for me” and a food partnership with Sam Nazarian’s C3 is underway.

But the next step for Vergara is a beauty collection, which is set to debut in spring 2022, with former Kiehl’s chairman Chris Salgardo as CEO. “I work with an amazing lab in Spain called Cantabria that makes skin care and sun protection products that I have been using for years that are very popular in Europe but are hard to find in the US,” explains Vergara. “They have been great working with them because they are truly leaders in innovation and technology and have been so open to what we wanted to create. It can be a long process, but I never want to rush anything, especially not something that people are going to put on their bodies. Every time you create something new, it will take time to get it right.

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The best boutique for fashion and beauty products from Sofia Vergara brands

Sofia Vergara Eau de Parfum

Sofia Vergara Eau de Parfum

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Sofia Vergara x Foster Grant Carmen Sunglasses

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Sofía Jeans Bagi Boyfriend Mid Rise Jeans for Women

Sofía Jeans Bagi Boyfriend Mid Rise Jeans for Women

Sofía Jeans Bagi Boyfriend Mid Rise Jeans for Women

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Body spray Sofía by Sofía Vergara for women

Body spray Sofía by Sofía Vergara for women

Body spray Sofía by Sofía Vergara for women

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Wrap dress for women Sofía by Sofía Vergara

Wrap dress for women Sofía by Sofía Vergara

Wrap dress for women Sofía by Sofía Vergara

$ 39

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A version of this story first appeared in the Oct. 27 issue of Hollywood Reporter magazine. Click here to subscribe.

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