Brand Founder Chat: Alicia Grande of Grande Cosmetics

Hi friends!

All throughout February I’m bringing you insightful Q&A’s with some of today’s most interesting and prescient indie beauty brand founders. If you missed the first installment in my Brand Founder Chats series, here’s my talk with Sasha Plavsic of Ilia Beauty.

Today we’re in conversation with Alicia Grande of Grande Cosmetics, the woman who brought you one of the first efficacious lash enhancement serums on the market with GrandeLASH-MD Lash Enhancing Serum. A results- and performance-driven brand that focuses on serums and conditioners, Grande Cosmetics has since expanded their offerings into the brow, lip and hair categories. And Alicia was thinking and scheming about eyelashes looong before the demand for such products was so incredibly high. In 2019 eyelashes and brows  – specifically treatments and enhancement serums – were some of the most searched beauty categories on Google.

Alicia – a former radio talk show host – was kind enough to take time out of her busy traveling schedule last month to talk with me about everything from the story behind the creation of her highly-lauded lash enhancing serum, the secret to her beauty routine, and her advice to budding beauty entrepreneurs.

 

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WHAT MOTIVATED YOU TO MAKE THE JUMP FROM RADIO HOST TO BEAUTY BRAND FOUNDER?

Having met so many incredible people in the beauty industry during my career, I wanted to take what I learned through my thirty-plus years of experience and bottle it up into a functional cosmetics beauty brand that I could share with the world.

There is nothing more motivating, and humbling, than to hear how my products have changed the lives of others by helping to enhance their natural features and radiate self-confidence. It’s what keeps me inspired to constantly innovate the newest solutions for real, visible results.

GRANDELASH-MD WAS YOUR FIRST PRODUCT LAUNCH, AND IT’S SINCE WON COUNTLESS AWARDS INCLUDING BEST LASH SERUM 2019 BY HARPER’S BAZAAR AND A 2019 COSMOPOLITAN MAKEUP AWARD. WHAT’S THE BACKSTORY THERE?

GrandeLASH-MD Enhancing Serum is the one-swipe wonder that started it all!

Back in the days of my radio show, I was introduced to a lash formula that was said to give me lush, long-looking lashes. At the time, my lashes were looking less than perfect after going through hormonal changes during pregnancy, and not expecting much, I gave the formula a try. After a few weeks of use, the results were incomparable to any mascara or false lash I’d tried!

I couldn’t believe how confident having my own beautiful, thick-looking natural lashes made me. I knew I needed to share this lash secret with the rest of the world. It’s also the most affordable, effective lash enhancing solution on the market, which was really important to me when I was launching the product.

 

WHAT KIND OF RESULTS CAN CUSTOMERS EXPECT WHEN USING IT?

Well, it’s taken the industry by storm because of its incredibly visible results – and the many social media success stories can attest to that!

It includes a proprietary blend of ingredients, like vitamins, peptides and amino acids, to promote the lash cycle & create the appearance of fuller and longer looking lashes and also protects against brittleness and breakage to create a strong lash foundation.

Results are visible in just 4-6 weeks, with a full lash transformation in 3 months. After three months, you can apply the product every other day to maintain lash results.

It’s important to remember to apply the product each night while you’re waiting for your initial results. I like to keep mine on my beside table so I never forget to miss an application. Just one swipe to each lash line is all you need!

IF A CUSTOMER COULD ONLY PICK UP ONE ITEM FROM YOUR LINE, WHAT WOULD YOU RECOMMEND AND WHY?

Treat your beauty routine similarly as you would your gym routine. Focus on the areas you’d like to improve the most, but don’t forget to enhance the areas where you have been blessed.

I always recommend starting with one of our hero products available to enhance your lashes, brows and lips. GrandeLASH-MD will make you forget your favorite set of falsies; GrandeBROW Brow Enhancing Serum is an incredible tool to restore the appearance of brows; and GrandeLIPS Hydrating Lip Plumper will smooth lips to a gorgeous canvas while also improving the appearance of lip volume.

 

WHAT’S THE SECRET TO YOUR PERSONAL BEAUTY ROUTINE? IT COULD BE A PARTICULAR PRODUCT OR A STEP, LIKE EXFOLIATION, ETC.

Beauty sleep! I make sure I get 7-8 hours of sleep each night so that my body has enough time to reset itself (and for my nightly beauty serums to take effect!). I also love to treat myself to monthly hydrafacial and dermaplaning treatments to give my skin an extra dose of pampering.

IF THERE’S SOMEONE OUT THERE READING THIS WHO’S THINKING OF STARTING THEIR OWN BEAUTY LINE, WHAT WOULD BE YOUR ADVICE TO THEM?

The most important piece of advice I can offer is to be sure you always remain true to your brand’s DNA – and not to the fad of the moment. That’s what will make your beauty brand stand the test of time and remain authentic.

 

I hope you enjoyed my chat with Alicia Grande of Grande Cosmetics! You can shop their products at Sephora (as well as Sephora in J.C. Penney), Ulta, Macy’s, Amazon, and independent salons & spas.

Make sure to come back next Monday for a chat with Divya Gugnani of Wander Beauty!

xo, Erica

 

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