Alicia Grande_ Invoking Glamour and Formulating Cosmetics-with-Benefits at Grande Cosmetics

1. Alicia Grande: Invoking Glamour and Formulating Cosmetics-with- Benefits at Grande Cosmetics Beauty and looks are a huge deciding factor today, however unhealthy. Even though several people are not that fixated or interested in their looks or how others look, people’s self- esteem, perceptions, and body image are swayed. Be it to „hide‟ or „cover‟ oneself from their „imperfections‟ and „flaws‟, the evolution of manufacturing, formulating, and producing different types and kinds of cosmetics in the industry and using these beauty products, has garnered a massive following. Influential people in the entertainment and media industry who hold a face and recognition among a crowd of people, like movie stars, singers, authors, directors, and social media influencers, play a huge role in the „how, what, why, and where‟ consumers can, should, could, or must do with their lives. Whether it is about influencing people to adopt a particular lifestyle, diet, fashion style, walking, talking, behavior, personality, or makeup look - consumers get easily influenced and purchase products, and go further in investing their time, efforts, and money into such indulgences. Sometimes it can be a good thing, but most times, it is just blatantly absurd how influential people are putting out numerous cosmetic and beauty brand lines in their names, that address to solve your „scars‟, „pimples‟, „face shape‟, etcetera. But more often than not, they are translucent about the ingredients and the formulation of the products, blindly leading consumers and driving up sales for personal achievements. The beauty and cosmetic industry is here to stay even in a world where „one does not fit all‟ and vice versa. With sustainability at its core, manufacturers, and brands are slowly leaning towards safer, greener, transparent, sustainable solutions, that formulate eco-friendly and environmentally conscious cosmetics and beauty products. In line with providing „cosmetics-with-benefits‟ - the tagline of Grande Cosmetics, in this article, we will be sharing insights into the company along with its founder - Alicia Grande, in learning how their products contribute to offering consumers and the world a dual- functioning personal care and cosmetic product line, that is 10% cruelty-free and promotes environmental preservation and conservation through waste reductions, offsetting carbon emissions, and promoting clean-green energy. The Woman Who Made It Happen - Alicia Grande: The inspiring woman who founded and established Grande Cosmetics is Alicia Grande. In 2008, Alicia started the company with a vision that “everyone should feel glamorous every day”, and launched a single product - GrandeLASH-MD Lash Enhancing Serum. This product took to the markets immediately and became the “#1 Lash and Brow Serum” brand.

2. Since its founding, Alicia has led the company as Chief Executive Officer and has garnered a popular following of influential actors, actresses, and social media influencers. Being completely transparent throughout the entire manufacturing and formulating process, the founder aims to share her love and passion for the cosmetic business with everyone. Having prior experience working at a Beauty Counter in her teenage years, Alicia spent her time experimenting with beauty products and cosmetic ingredients, conducting in-depth research into the brands, and exploring current marketing trends. This enabled the founder to gain knowledge and skill in business and marketing strategies, and how to effectively manufacture beauty products sustainably so that a dual-function of cosmetics-with-benefits can be produced. A personally unfortunate incident occurred after the birth of Alicia’s first child where her eyelashes started falling off. This prompted the new mother to put her foot down and was encouraged to create a platform where the mission was aimed to “solve the most frustrating beauty concerns, and along the way make all of it easier, more accessible, and always fun”, and this was when Grande Cosmetics was born. About Grande Cosmetics: Alicia Grande founded Grande Cosmetics - a brand that manufactures a personal care and beauty cosmetic product line, for all. To “enhance your natural beauty with beauty solutions that work”, the products manufactured and sold with a customer-focused approach at Grande Cosmetics, ensure that a dual-functioning “cosmetics-with-benefits” is what the brand revolves around and is all about. Founded in 2008 featuring a single product - GrandeLASH-MD Lash Enhancing serum, which went on to successfully sell over 10+ million lash tubes and bottles, Grande Cosmetics has since expanded its shelves to produce over 40 different products serving anti-aging benefits, youthful and glowy-looking skin, and luscious lips, hair, brows, and lashes. Established and located in New York City, USA, Grande Cosmetics is committed to “taking steps toward enhancing our sustainability efforts”. With 100% cruelty-free products made, the manufacturing and production process adopt sustainable practices that include reduction of waste, offsetting carbon emissions, and promoting clean-green energy. The company saves over 90% in recycling boxes, reducing the use of paper and plastics, and uses a sustainable printer that generates 100% of the power needed in the packaging production and process. Thus Grande Cosmetics’ dual-functioning - “cosmetics-with-benefits” brand, invokes glamour and is made easily accessible to you for addressing your most frustrating beauty concerns, displayed for sale on your local mart’s cosmetic product shelves, in retail stores, and at your local spa and salons!