About Brands
Anastasia Beverly Hills
Anastasia Beverly Hills was founded in 1997 by Anastasia Soare when she opened her flagship salon in Beverly Hills. The company's first product line was released in 2000. The brand has become known for its eyebrow products and for introducing a new brow-shaping service to customers, the "Golden Ratio Eyebrow Shaping Method." The Method aims to finding balance, symmetry, and beauty through the creation of arches that perfectly frame any face shape.
Since its launch, Anastasia Beverly Hills has grown to sell over 485 products in over 2,000 stores worldwide, including Dillard’s, Macy’s, Nordstrom, Sephora and ULTA. Their products are also sold in over 25 countries.
TULA
TULA is a brand built on the power of probiotic extracts & superfoods. They believe that the same type of ingredients which are good for your body are also great for your skin. They focus on being healthy, not perfect & on empowering everyone to feel confident in their skin.
Their founder, Dr. Roshini Raj, is a practicing gastroenterologist, having graduated from Harvard and New York University. Fascinated by the power of probiotics in both beauty & wellness, she’s been studying this field for more than 20 years.
IT cosmetics
Jamie Kern Lima, Co-Founder and CEO of IT Cosmetics spent years as an award-winning tv news anchor, hiding her rosacea and hyperpigmentation under layers of makeup. As a reporter and avid researcher, she devoted herself to finding the best cosmetic and skin care products available. When she couldn't find them, she partnered with leading plastic surgeons to create IT Cosmetics.
IT stands for Innovative Technology and they're all about about helping you find the right solution to all your skin care problems. These products are packed with cutting-edge, high performance skin-loving ingredients that help you look and feel great.
Too Faced
Jerrod Blandino and Jeremy Johnson started Too Faced in 1998 with a vision to create a cosmetics brand that would celebrate individuality and inject joy back into an industry that had become rigid and led by rules, not fun. With a credit card, a dream and a laser-like focus to build a brand that celebrated and empowered women, Too Faced was born.
Today, Too Faced continues to be a serious makeup brand who knows how to have fun. We believe makeup is power, giving women the freedom every day to express themselves, and the confidence to take on the world. We’re more than pretty packaging. We produce great products with smart ingredients and we’ve been first-to-market with innovative formulas including the first ever glitter eye shadow and efficacious lip plumper. We are a cruelty-free brand, right down to our Teddy Bear Hair makeup brushes. We have never and will never test our products on animals—they’re already pretty without it!
e.l.f. Cosmetics
e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.
The company started with only 13 makeup products, but has since developed more than 300 products that include bath products, skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, mascara, and many more. Most items cost $3. The variety of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s.
The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials.
Benefit Cosmetics
Benefit was founded by twin sisters Jean and Jane Ford. Benefit Cosmetics was known for its first 15 years as “The Face Place”. Most identifiable by their famous “benetint” — a rose-colored blush, lip, and nipple tint.
Benefit Cosmetics is known for its quirky packaging and whimsical attitude — its motto, “Laughter is the best cosmetic … so grin and wear it” borne out by cleverly named basics like Dr. Feelgood (a mattifying complexion balm) and BADgal Lash (a rich black mascara). The creative approach is still going strong: Every new Benefit product moniker is vetted during candy-fueled weekly naming sessions, and unanimous approval is required..
As the Ford twins’ prowess at facial fixes grew, so did their company. Today Benefit Cosmetics can be found at 2,000 makeup counters and freestanding stores in almost 40 countries.
