NEW YORK -- Victoria's Secret believes the time is right to add some color to the cosmetics industry.

And if successful, the lingerie chain's efforts could make traditional cosmetics retailers turn a little pale.

Along with its filmy lingerie and sensuous scents, Victoria's Secret on Tuesday began selling creamy, moist lipsticks and blushing rose powders, part of an extensive 300 stockkeeping unit cosmetics collection making its debut at 96 of the company's 800 stores around the country.

"We truly believe that in prestige cosmetics, everybody has been a little too stiff," said Budd Taylor, executive vice president and general manager of the Victoria's Secret bath and ...