In April 2011, Conrad launched The Beauty Department with her hairstylist, Kristin Ess, and her makeup artist, Amy Nadine; she later announced plans to expand the brand to include a line of cosmetics. Looking to the target a more upscale audience, Conrad released her third fashion line Paper Crown that August; she has since established an account with Nordstrom for the line. In July, she collaborated with BlueAvocado to launch XO(eco), an environmentally-friendly collection of bags. In August 2020, Conrad launched Lauren Conrad Beauty as a line of affordable and eco-friendly make-up which started with 4 make-up products and by September 2020 expanded to 10 make-up products and 10 skincare products with announcements of more product being developed for a later date.