Stay Gold LLC was developed by Lindsay Lohan, her manager Jenni Muro (who Lindsay also started a film company with 8 months ago, Crossheart Productions), Kristi Kaylor and Sarah Haynes Heath.

Lohan “has a huge amount of exposure [to] many brands and products,” said Kaylor, 36, a former TV producer who had launched an online teen network with Jennifer Aniston and ran Warnaco’s junior swim business. “She knows what is missing from the marketplace.”

The starlet, turned fashion and beauty entrepreneur, will also be developing out the “6126 by Lindsay Lohan” brand, which is currently just the leggings line. The leggings line sold out soon after it launched, but the company has plans to extend the line to have a lower-priced series of leggings to appeal to the mass market (instead of just high-end leggings). They are expected to make it to the shelves next spring.

They opted to create a new brand with 6126 products, rather that tagging Lindsay Lohan’s name onto various products, in order to help make the brand accepted on the retail floor.

Stay Gold is developing the new self-tanner for the 6126 brand. It will be an odor free product with all-natural ingredients. Lindsay is said to be working on the product, prompted by her own fair skin and desire to have a product that works well. You can expect to see the new self-tanner hit higher-end stores like Nordstrom and Sephora.

A new shipment of 6126 leggings is on its way to retailers such as Henri Bendel and Intermix in New York, Harvey Nichols in London, and Intuition, Madison and Lisa Kline in Los Angeles.

Sources: WWD, NY Mag, Bella Sugar Image: used with permission by Newscom

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