Beth Bender Beauty. More than makeup...
This story begins with Beth, a young woman raised around the TV and film industry who accompanied her dad, legendary commercial film editor, Jerry Bender on many film sets both in New York City and Los Angeles. It was there that she fell in love with makeup and its ability to transform ordinary to extraordinary.
Beth has always been a creative powerhouse with a strong passion for helping others and making a difference. Although her career as a makeup artist did not begin until the early 90’s, Beth was always innovating. At the age of 23, she started her first company that grew into retail stores across the country.
When her son Paolo was born, she devoted much of her time to being a mom. By the time Paolo was comfortably into his first few years of school, Beth was ready to pave her way into the industry that she had fallen in love with all those years ago. She became an iconic mother with a dream, a purpose, and a motivation.
At the time, Saks Fifth Avenue in New York City was in need of freelance makeup artists. After Beth gave a quick makeover to the assistant manager at the Bobbi Brown counter, she was hired on the spot! Bouncing between Saks Fifth Ave to Bergdorf Goodman, Barney’s and Bloomingdales, it wasn’t long before Beth got the attention of Curtis Quinntin Phelps, Bobbi Brown’s Global Director who began to request her regularly to work on fashion shoots, award shows, fashion week, and editorial magazines. Beth quickly became one of Bobbi Brown’s lead makeup artists. She was responsible for making women of all ages look and feel beautiful, and it was during this time that Beth saw first hand how many women struggled to achieve a precise eyeliner look. It was then that she realized the beauty industry didn’t offer the tools women needed to create their eye makeup looks effortlessly.
From this insight, Beth saw the need for Eyeliner Stencils. After a lot of blood, sweat, and tears, she created and launched the first ever Eyeliner Stencil and Smokey Eye Makeup Stencil. Beth eliminated trial and error and made it effortless to get a perfect cat eye, winged liner or smokey eye regardless of eye size or shape. These stencils became an instant hit with women everywhere. Pros and beauty insiders alike, agreed they were a must have for any makeup lover. In 2006 Beth Bender Beauty also opened offices in Los Angeles, CA and began creating color cosmetics.
In 2012, Beth’s son Paolo officially became CEO to expand the Beth Bender Beauty brand and make the products readily available to customers worldwide. Paolo brought his expertise in video production, marketing, intellectual property, and business strategy, which helped bring Beth Bender Beauty to the forefront for creating unique beauty tools.
Success came in waves, and with every low, there was always a high. In 2015, Beth Bender Beauty experimented with marketing on Instagram. They saw first hand how much of an impact their eyeliner stencils had made on the beauty industry. The niche they worked so hard to create was finally getting the attention it deserved.
Less than a year later, Beth Bender Beauty invented the first ever-adhesive eyeliner stencil “Eye Candy Eyeliner Stencils”. Creating these was definitely a group effort that included core team members Aubrey Stocker, makeup artist, artist, and color & design genius, Alex Santella, Vice President, and Paolo Marchica, CEO. Eye Candy became their highest selling product in less than one year.
With no investors and 2016 coming to a close, the company was faced with a tough decision. In order to grow, Beth Bender Beauty decided to invest in manufacturing their own cosmetics in the USA. This allowed them to create high quality makeup for an affordable price. Several months later, Beth Bender Bender Beauty released their 24 color spectrum Sweet Cheeks Highlighter Collection; A vegan, cruelty free, talc free, paraban free, and sulfate free makeup formula that is safe to use on all parts of the body. They understood that “one shade doesn’t fit all”.
Beth has been described by her friends and family as the Estee Lauder of her generation. She has never been afraid to get her hands dirty and is always ready to throw on her lab coat. Being inspired and creating new products is what Beth does best. As the original founder of Beth Bender Beauty, the road throughout Beth’s journey has not been an easy one. She has always known there was a want and need for her eye makeup tools. Even when the industry said “no”, Beth’s tenacity never wavered, and she knew they’d come around to say “yes!”.
Beth’s family has been her love, her inspiration, and her motivation. They have helped her from the very beginning. Beth created a company composed of family and friends that valued each other’s passions and aspirations so that their love would reflect through their company’s products. With roots and offices in both New York and Los Angeles, Beth Bender Beauty is hard at work developing more innovative beauty tools and getting their products into retail stores around the world. They are a company that has made and continues to make an impact on peoples lives with their innovative makeup tools. Beth created her very own niche and has inspired people everywhere to confidently flaunt their flawless makeup with pride. They are an all encompassing cosmetic company that believes makeup should be fun, never frustrating, and enjoyed by anyone and everyone.
This is why Beth Bender Beauty is more than just makeup...