The leading American at-home hair removal company, Completely Bare, announced Thursday, September 21, its collaboration with television series American Beauty Star.

The premise of the reality series is for 12 celebrity stylists to compete for the title of American Beauty Star in a competition involving various high-end looks for red carpet events.

“As an indie player in the industry, we are thrilled to be a part of this exciting new series that fosters emerging talent, highlights innovations, and appeals to wide range of beauty enthusiasts,” said the President of Completely Bare, Alicia Nussdorf.

Completely Bare, founded 19 years ago by the former cast member of Real Housewives of New York Cindy Bishop, offers its customers hair removal products that are reportedly gentle and easy-to-use for customers to use in the comfort of their own home. The company’s products also include treatment care for pre-hair removal and post-hair removal.

Bishop formed the company out of Madison Avenue, NYC to offer women and others the procedure of hair removal, the top aesthetic procedure in the U.S. for women under 35, in their own homes should they feel too embarrassed to see a professional.

Many of the company’s products will be exhibited on American Beauty Star throughout the series as a business partner. The reality show is currently produced and hosted by model Adriana Lima. The series will also feature other big names including photographer Russell James, makeup artist Sir John, and Vogue‘s former beauty editor Sarah Brown. Other celebrity guests famous in the beauty industry are to make appearances throughout the series.

The current lineup of celebrity guests includes Michelle Phan, Michelle Williams, Huda and Mona Kattan, Camila Alves, Behati Prinsloo, and editor-in-chief of Teen Vogue Elaine Welteroth.

“Seeing our collection brought to life and incorporated into daily beauty routines by these rising stars further displays the relevance and effectiveness of our products,” said Nussdorf.

American Beauty Star is expected to run up to 10 episodes and was recently premiered on September 21. The show can be seen on the Lifetime Channel hosted by A+E. Viewers can watch new episodes every Thursday at 10:30/9:30C.

Photo: Instagram/@americanbeautystar