The New Cosmetic Entrepreneurs 1995: Where Are They Now? | X(elle)-Mas!

[@glitterberserker1029]

A video looking at brands that are doing well but aren't talked about in the KZbin sphere would be really interesting. We should peek outside or bubble every now and again

[@glitterberserker1029]

I want a Senna video. There is no way there isn't a juicy story hiding somewhere.

[@lafillecalme]

Who decided on that name...? Isn't senna a natural herb used as a laxative? Like senikot..?

[@naomilasby7744]

Whatever research you feel like doing, or anything you deem interesting that you manage to dig up...🙋‍♀️ present and counted for.

[@shadowsmoked88]

Thank you!!

[@originalgirlmoxie]

In the '80s as a tween I read YM magazine (still then called Young Miss) and I swear Trish McEvoy was the makeup artist for every single photo spread. And hair was always Bumble+Bumble.

[@mvmontaner]

Wow I completely forgot about YM magazine, I remember begging my mom for a subscription.

[@gailbook70]

Now that brings back some good memories. Lol.

[@canta_toca_2023]

I'd be interested in a video dedicated to MAC - if there is enough information about the brand for a whole video. Thank you also for mentioning the fact that what's hyped in social media and what really sells aren't necessarily the same.

[@aprilblossoms4]

I love this look Elle! You look like a fairy in a blazer!

[@shadowsmoked88]

Ah thank you!

[@naomilasby7744]

Like tinkerbell finally did grow up and had to get a real job 🧚‍♀️

[@aprilblossoms4]

@@naomilasby7744 haha yes!

[@Dawn_______]

Love your description. Elle looks beautiful as always.

[@daisycate]

@@naomilasby7744 THAT is fantastic.

[@PujaWahi]

I feel like a lot of these brands were rebelling against the loud colourful makeup from the 80's which is why they hated on blue and teal eye products and why they were obsessed with neutral colour palettes.

[@ayjamay]

I still hate blue eyeshadow

[@gailbook70]

I can only wear deep rich blue colors. No baby or powder blues for me. Yuck.

[@Shadowsandflowers]

That’s so ironic about Lorac being for sensitive skin, because the only Lorac palette I ever bought stung my eyes.

[@shadowsmoked88]

Wow! What palette was that?

[@Shadowsandflowers]

@@shadowsmoked88 The pink mega pro. I can’t remember if it’s 3 or 4.

[@shannasperduto0418]

Eugenia did a session during the makeup show NYC this year. She is an absolute delight to watch. Senna is definitely well respected in the pro MUA community. I'd love to have a follow up on this.

[@shadowsmoked88]

Oh that sounds wonderful!

[@psychoplath78]

I was a huge connoisseur of Stila from around 2000-2006 and I would RUN to buy from them again if they brought back their eyeshadow in Puck. The best taupe you’ve ever seen.

[@mruiz3423]

Barefoot contessa was everything! I really miss the OG eyeshadows.

[@NatalieValentina6]

Their OG singles & trios were ahead of their time, quality & shade selection wise. I wondered if I was looking back w/fondness & rose-colored glasses, but I have some pans that were extras/gifted to me, that I just started playing with. IMO, their satins, shimmers, & metallics were equal to (or better than) Natasha Denona & Pat McGrath. Plus, they were amongst the 1st with the "special shades" idea, with their magnificent metals, eyeglosses, etc. What Estée Lauder did to Stila, is a cautionary tale for every indie brand considering a buy-out...They went from being sold in Saks & Bergdorf's, to just eking by. P.S.- They also made my ALL-TIME FAVORITE taupes, too. R.I.P. Puck, Grace, Diamond Lil', Slate, Cloud, Wheat, Storm...

[@lipsticklover]

I had no idea shu uemura is so relatively young! I tend to group it together with shiseido brand that hypes it's heritage of a century+ year brand but shu uemura is the more in trend offshoot 🤔

[@PujaWahi]

Elle, Senna has a very devoted following among serious makeup artists. I'm a member of a Facebook group called Glossible with Sonia Roselli, which is a group with 22,000 members most of whom are union makeup artists. They all seem to love Senna and have a lot of contempt for Anastasia. I've seen it suggested for years on that group that Anastasia ripped off Senna.

[@shadowsmoked88]

I'm happy to hear that!

[@YesieB61]

The Senna ABH drama has to be as juicy as the inception of Urban Decay! I love these makeup history videos, so interesting and gives more insight as to why brands like Stila have no direction.

[@andystpierre6086]

Your look is very exquisite in this, mint suits you 👌🏼👌🏼👌🏼. Cool video , I loved the idea!

[@shadowsmoked88]

Thank you so much!!

[@Soleils]

that makeup up look is fire. What is it on your eyes. TELL ME! What happened to Cargo?

[@shadowsmoked88]

Clionadh High Voltage highlighter over Viseart editorial brights!

[@Soleils]

@@shadowsmoked88 sweet I have those things

[@gleegarcia3155]

This look is gorgeous!!

[@shadowsmoked88]

Thank you so much!

[@yensid4294]

I remember Bobbi Brown & Mac being the hot Department Store/higher end makeup to have in the 90s. Every fashion mag promoted their products in the credits of their photo shoots & both brands had TV ads as well as being heavily sponsored by celebrities in People, Us, etc. This was before Sephora had stores everywhere or Ulta existed so you either bought your makeup from a drugstore/supermarket or a Department Store with an actual makeup counter. Fashion mags, print ads & TV exposure were the main sources of promotion & marketing before the internet & social media. Bobbi Brown started the whole "pnky-brown" aka nude lip & natural makeup aesthetic that was definitely missing. Funny thing about Benefit is that it originally started with a very "natural" & minimalist vibe similar to Glossier. Benetint lip & cheek stain was on every Beauty Editors Top 10 list for years. I've always wondered about those lists tbh since most of the products on them were a big fail for me personally.

[@minooverdi5459]

Love to know about Viseart and Natasha Denona

[@LauraPrincee]

Me: Surprised when you said 1995 was 25 years ago Also me: Is 25 🙈

[@karacoconutag]

I had the exact same thought at the exact same point in the video 🙈

[@lizjolly5454]

Hi Elle, found you through your Smokey Glow collab.... Love your content! Going through a lot of your stuff now, and enjoying it immensely!

[@freethetomatoes]

How about Elle's The New Cosmetic Entrepreneurs 2020

[@1015SaturdayNight]

Sadly, I could see Stila ending up in Walmart like Hard Candy. Anyone remember when Hard Candy was a Sephora brand?

[@jennifermitchell1]

Was that back when they were mainly nail polish?!! I always thought those looked really cool.

[@shadowsmoked88]

Before Urban Decay got their claws into them :|

[@leslievanhouten]

Actually, both Urban Decay and Hard Candy were indie, then were bought by LVMH at the same time. Urban Decay never owned Hard Candy

[@shadowsmoked88]

@@leslievanhouten UD didn’t own Hard Candy but they were run by the same people for a time. UD filed Hard Candy trademarks and were the reason they were sold at a lower price (competition). I did the research a while ago!

[@leslievanhouten]

@@shadowsmoked88 was this when they were both under the same private equity group? After LVMH divested?

[@hannahmalcolm934]

This video was so Interesting and made me want to research the history of makeup more I'd love to see more videos like this it's super entertaining

[@KZ-pt5qk]

I would love a video on Este Lauder! That company is massive.... would be interesting to see how they got so big 😉

[@shadowsmoked88]

Working on it! There's SO MUCH information!

[@burningmercury988]

I LOVE WHEN YOU DO THESE VIDEOS! girl, I love your thought process. Don't ever stop asking questions I'm here for all your wanderings.

[@shadowsmoked88]

Thank you so much!!

[@andieho6200]

Definitely need more videos on all the side stories you mention here. Research is your strong suit and no one else I follow does anything like it.

[@TishDeLano]

It was fascinating to see a snippet of the history of makeup brands! But I'm going to need that Senna VS Anastasia TEA! It makes you wonder if there are other brands that we don't know even know about that ABH pulled "inspiration" from, especially in the early days of ABH.

[@shadowsmoked88]

ABH is fascinating and terrifying. Definitely something shady lurking underneath. I'm going to talk about the Benefit VS ABH case really soon!

[@yis.rainemiller]

Another hit by the Beauty Librarian! I loved it! Thoroughly enjoyed it! More please! *The term Beauty Librarian for Elle wasn't first suggested by me. The first person I saw call her that was @Sylvie. So all props go to her.

[@shadowsmoked88]

Thank you! Will do!

[@daisycate]

YEEEEEEEESSSS, Raine!!!

[@inkasaraswati7625]

Your look makes me feel like having the most fun lecture on makeup history, and I'm here for it.

[@coralaila]

You just said what I was thinking. The current trending brands are influencer lines. It will be interesting to see how this is discussed in the future.

[@jordynalicegeorge4935]

I’m sure someone else has already suggested this by now but I think a video series from you on the history of drugstore makeup would be fascinating! I would love to learn the origins and evolutions of all those brands we just kind of take for granted. Who was on top in the 40s? What was Maybelline doing in the 70s? What was Covergirl doing in the 90s? How did these brands play off of each other? Who has survived and who has fallen to the wayside? Just an idea!

[@shadowsmoked88]

Yesss! I am looking into a bunch of the older drugstore brands. I'm trying to get my hands on older (aka not digitized material) and it's taking time

[@xstreammakeova]

You’re like the Bathilda Bagshot of makeup, I found your channel through your Smokey Glow collab on Too Faced I love it!

[@shadowsmoked88]

Love that! Thank you!

[@MementoMadi]

I really miss old Stila. That was one of my first higher end makeup and I loved the aesthetic.

[@sher3196]

I loved old Stila. Loved the Stila girls. I collected the e/s trios and singles!

[@laplanningdiva]

loving the mint green realness

[@carlinrhea8389]

I've been loving this series you do on makeup history- you should consider posting these episodes as a podcast! As I've been listening, they have totally reminded me of some of the podcast formats I listen to.

[@shadowsmoked88]

I love that! I have no idea how to start a podcast, but would love to figure it out!

[@rosieposieohlordy162]

Your entire look is tre chic. I love it. Also, I love your research and historical dedication. Thank you. This is awesome content.

[@shadowsmoked88]

Thank you so much!

[@gailbook70]

Luv luv luv your look. Beautiful! Fantastic video. You did really well. Stop worrying about the length of your videos ;) With the information you provided us with, you had our attention the entire time. I remember my mother purchasing her makeup from the department store. There was something so elegant about that. It causes sadness for me because Orlando no longer has Saks Fifth Avenue to go to. When I used to shop at NM and Bloomingdales, it did not feel the same. I only have the memories to put a smile on my face.

[@dainapolchow4177]

Ok commenting on the Bobbi brown. In my 16 years of wearing makeup, not once did I glance at Bobbi brown. Never noticed the brand. Just knew about the makeup artist. Then I got really into the makeup look for duchess Kate Middleton and found Bobbi Brown that way. I started with a blush, then a lipstick, then eyeshadow, and the rest is history. I absolutely love the brand. But I agree, no frills and kinda boring when next to a more popular brand.

[@shadowsmoked88]

Bobbi Brown and Kate Middleton make SO MUCH SENSE!

[@justsiobhan1658]

Another great video Elle! I would love to see your take on celebrity makeup artist brands, influencer brands , celebrity brands. I am here for this type of content. its so interesting and of course I am just over seeing my stream full of haul videos /haul tryon videos. Btw your look in this video was mesmerizing i spent the entire video appreciating the eyeshadow look in combo with that mint blazer!

[@daisycate]

Ha! Same here, Siobhan!

[@Frog888]

I forgot about Mimi and I actually choked when I saw her. Thank you. I needed a laugh.

[@reagansea]

She is lives in my head as my constant fear of blue eyeshadow

[@lisawood615]

Love the outfit. That jacket is great. I'm also very interested in a Senna video.

[@AMFibers]

When you said that ABH copied Senna I said "What!?" out loud. I definitely need a follow up video to that!

[@allied8607]

This was very fascinating! Thanks for all your research! I think it would be a great series if you did "beauty investigator" looking into brands to see how they were founded and if they are still true to their original values.

[@__morticia__addams__]

Keep in mind inflation when comparing prices! $10 in 1995 are $26.30 today

[@shadowsmoked88]

Yes! Good point!

[@MissMagic]

I feel like most of the people loudly complaining about Nars weren't actually customers in the first place.

[@shadowsmoked88]

...Good point!

[@elisebrisson]

I think this is my favourite video that you e ever done! I love this direction for your channel.

[@shadowsmoked88]

Wow, thank you!

[@daisycate]

I feel like there is $$ a business opportunity in this, Elle.

[@michmash7888]

This was fascinating! I’m 52, so the mid-nineties were some of my favorite years! I was still in school, so couldn’t afford any of these brands...but I did have my $1/month Allure magazine subscription to make me lust after them! I did get a Stila product one year for Christmas, from their “sport” line-an all-in-one cream blush/lip tint....sort of Glossier/Milk vibes. Other huge 1990s MUA names that developed products were Kevyn Aucoin (a few years after this article, I guess) and Sonia Kashuk (who, oddly enough, doesn’t have a Wikipedia entry). Thanks for the history lesson! (Or, in my case, a walk down make-up I couldn’t afford memory lane.) :-)

[@honoratagold]

Elle, I'm absolutely loving all your historical cosmetics videos. (Both following the old tutorials as well as these informative looks back.) *very* interested in watching a deep dive on that senna/abh situation now, though.

[@shadowsmoked88]

Oh thank you!

[@janelyvette33]

Loved all the research in this video! Please never stop this series!!

[@Olivina330]

I am living for this mint green look! Stunning! 💜

[@clarinetpride55]

Fun fact, back in the day (for context, my family and i live in L.A.)when Bobbi Brown's brand first came to Nordstrom's, my mom was the manager of the women's shoe department at a newer (well, at the time newer) location and my mom actually met Bobbi Brown. Apparently she was super chill and down to earth.

[@shadowsmoked88]

I love that!

[@clarinetpride55]

@@shadowsmoked88 yeah! Apparently they were wearing similar outfits lol. My mom said that she doesn't know if Bobbi Brown has changed over time but yeah, my mom said that one of her best stories working there.

[@onechilidogplease]

more ABH digging!

[@AudraReinsOfficial]

Holy 💩💩💩 you are STUNNING... like the world will never be the same...moving to just listening bc honestly, I'm mesmerized 😍😍

[@karolynanderson2033]

Excellent video idea! This time capsule approach is so refreshing and unique! I love your videos that entail a lot of research... it's amazing to watch you shine in that area!

[@mvmontaner]

When you spoke about Anastasia being a client of Eugenia of Senna cosmetics, I gasped, it felt like a scene that required a telenovela dramatic music moment.

[@elizabetha.188]

STILA!!!! I was so about every Kitten color product! I just gifted my last Kitten eye shadow to my sister in law. I had barely used it and it looked so good on her! I hope they bring it back!!

[@Shadowsandflowers]

What a cute makeup look!

[@daisycate]

You are so good at clarifying that your impressions/ideas are yours. Love the lack of ego.

[@Kimbyroseh]

This is a great video, very interesting. Especially the abh background.

[@mellykicks3825]

Another creative and original video idea. Loved the bit of history and the tea on Anastasia!

[@shadowsmoked88]

Thanks so much!

[@naomilasby7744]

I think mac is really big globally like in Asia and south america, maybe just not as much as they once were here in the us/Canada, and also maybe just not as much in this beauty influencer space as you mentioned. My coworkers mother and sister in laws are both huge mac customers for example...

[@sinemmehmet3360]

It’s still very popular in the Uk, when I was working in a department store we didn’t have Mac and majority of the customers were asking for Mac. Also every time I go to there shops it’s always busy

[@MiaRBeauty]

this was so fascinating and well researched! love the pop of teal in your inner corner today

[@shadowsmoked88]

Glad you liked it!!

[@mgparis]

SO interesting, thanks again Elle for all your incredible research work! *broken record* Isn't weird how Benefit never jumped onto the eye palette bandwagon?

[@rockys2ndmomma]

Absolutely loved this! I grew up in the early- mid 90s and such nostalgia for me!

[@agingophelia9812]

I'm still in the middle of this video, and wanting to note that one thing Estee Lauder does, that I find icky, is scent their skincare with heavy scents that cloy. The Bobbi Brown eye base even has a bit of scent, more bearable than the usual EL type but still, why add it? MUFE eyeshadow singles are amazing. I'm always wanting more of them, but they are costy-- the pans are big though. On Lorac: nenevr used their eye stuff, but the blushers are so intense and yet blendable, with some gorgeous colors.

[@MoonMagickMayhem]

LOVED this video! So interesting! I would definitely love to see more videos on the history of brands and the makeup industry in general

[@brenreyes]

I loved, loved this video! Please do do more like this! My only (small) criticism is that you did not account for inflation on the makeup prices you mentioned. For example, a lipstick priced $15 in 1995 would be the equivalent of $25 in 2020. Inflation calculators are widely available and used by historians when doing research into what things were worth in the past. Since money loses value over time, any makeup company that doesn't raise their prices (within reason) is effectively losing money.

[@shadowsmoked88]

Thank you! I wasn't analyzing the costs, so I didn't do an in-depth look at the prices. But will note for next time!

[@mvmontaner]

This was a great video! I first found out about Senna thru KZbin influencer VintageorTacky where she reviewed Senna’s Decades eyeshadow palettes. I purchased 3 of the 4 palettes 70,80 and 90s. My niece loved the 80s and 90s palettes so I gave them to her. I still have the 70s palette (I really should project pan that) it’s my favorite. Senna has a KZbin channel, she has very good tutorials. In one of her videos celebrating her 40 years in the industry she talks about her creation of the eyebrow stencils.

[@MyNewObsession2017]

I love this video! That's really interesting about the MUA that did Mimi's makeup. It made me laugh a bit. I always think I look like I am channeling Mimi when I wear blue eyeshadow. lol This was such an interesting video!

[@araceligomez4863]

i love this type of videos ✨✨✨✨✨

[@sher3196]

Loved this so much! I graduated from college in 1994, so this was a walk down memory lane. I was obsessed with makeup back then too!

[@clairelabriola]

Loving that makeup look! Edit after watching the video: This is so so interesting! I love to nerd out on the history of makeup! :)

[@shadowsmoked88]

Thank you so much!

[@frugalwitch]

I first started buying MAC in 1994 and I am still buying from them today.

[@venetiabaker9861]

Thank you Elle, this was amazing and fascinating. Keep this series going!

[@1015SaturdayNight]

Aw dang, I loved Senna and panned the hell out of one of their eyeshadow palettes. As for copying a whole business, watch Illuminaughtii's video on The Body Shop!

[@shadowsmoked88]

I watched that video this morning when I was getting ready! WOW

[@freethetomatoes]

I LOVE!!!!! this makeup look!!

[@daisycate]

It is GORGEOUS, isn’t it?! No one quite like Elle!

[@karacoconutag]

My mom was really into Stila in the early 2000s and as an observing kid I thought they were so luxurious and cool and it's so sad to see where they're at today.

[@Fireandblonde]

I LIVE for these makeup information videos, Elle!!!

[@shadowsmoked88]

I'm so glad!

[@ramblerjam]

I remember Bobbi Brown lipsticks were one of the most lusted-after makeup products when i was a tween and teen in the early and mid nineties!

[@shadowsmoked88]

Those brown/pink shades were very popular!

[@daisycate]

Me, too!

[@roskashilo1774]

just a suggestion: inflation calculator for 1995 prices for a better grasp how valuable these products are in 2020. always happy with your historical stuff from old published mats! also, the blazer with that eye makeup!!

[@shadowsmoked88]

Yes, thank you!

[@thepyjamamaniac8092]

Thank you for this highly informative and very well researched video!

[@agnieszkapilot-bambynek8025]

You are hands down the best at doing these type of videos 💖 Btw - didn't know that MAC is a Canadian brand. Where I've been all the time 😆

[@shadowsmoked88]

Oh thank you!

[@michellestratford9753]

Fascinating! I'm a research junkie, and just love this sort of thing, so thank you☺ I also would honestly love a tutorial of every single eye shadow look you do, your talent is incredible❤

[@shadowsmoked88]

Thank you so much! I love doing the research

[@daisycate]

This is SOOOO cool, Elle!!

[@DJPoundPuppy]

So glad you collaborated with Smokey Glow or I never would have found you! I love a good deep dive.

[@shadowsmoked88]

Thank you!

[@johannafischer7536]

This is so interesting, really surprised about some of these brands and how they started out. I really enjoy your research heavy videos 👌👌

[@shadowsmoked88]

Thank you!

[@meghansen3926]

I worked with Benefit for a year (didn’t like it) I wouldn’t be surprised if they shut down. They need to strategize the way they sell to consumers! We were forced to traffic stop everyday just to make a client sit down with us. It made me super uncomfortable, and they just need to modernize everything! The cutesy stuff isn’t it anymore 🤷🏽‍♀️

[@despinamv321]

Hello Elle! I am in the benefit part of the video, I just wanted to let you know that due to inflation, 16 dollars in 1995 have the same value as 27 dollars today. Its basic finance, so the prices haven't changed as much!

[@shadowsmoked88]

Yes! I thought I mentioned inflation, but it might have been later in the video.

[@janelles5444]

Ok, you're asking what we want to see: more of this. I find this makeup history fascinating. Also, the whole Senna vs. ABH is "drama beauty without being negative" you know? You're digging into the facts, but it's not negative. Hmmm...I like it. I'd really like to see more of these history videos. Thanks for all your time doing research--I'm sure it's more than we know. Another video idea i'm just thinking of as I'm watching your thoughts on Stila: which brands do you feel have successfully changed with the times? Successful in the past and now today because they've either listened to their customers and trends or maybe were always timeless? I'd be really interested in hearing that! and yes to the celebrity brand forecast video. I just really like you a lot. You do so well on the research--so interesting without being "boring." So if you like the research, I like the videos!

[@shadowsmoked88]

I'm definitely planning to continue with these research vids!

[@ladyesther]

This is so interesting! Thank you. Since I got back into wearing makeup these topics really fascinate me.

[@shadowsmoked88]

Glad you enjoyed it!

[@unmellowyellow]

I am almost 49, so I remember this time. Benefit Benetint was my first make-up purchase. Bobbi Brown’s make-up line was refreshing at the time in its minimalism and neutral colors (the early 90’s were very cheesy and tacky on every level). Bobbi Brown has a new line called Jones Road. And I agree with Estée Lauder buying lines and corporatizing the shit out of them.

[@annaapfel8078]

Elle, you look gorgeous and this Video is incredible 😱 I would love to see a video about Senna 🤨 Yes, please more content about Brands 🙌🏻👏🏻

[@shadowsmoked88]

Thank you! Will do!

[@lisrisch997]

Thank you for all of your dedication to your research. You always have the most interesting content!

[@skylilly1]

This was fun to watch, very interesting. I had quite a collection of old makeup. I've only kept a couple things.

[@emilyharper7448]

Please look into Senna and ABH!

[@bemmiebemmerich]

Elle, you eye make up looks so great, I could never pull this off!

[@alexisarrizon6083]

I admit to being a Mac lipsticks junky. Their lipsticks are my favorite. I live for their loose pigments and highlighters. 💓💓💓💓

[@sybillebook1941]

I looove your makeup and this kinds of videos are such an inspiration and so great researched. 👏🏻👏🏻

[@shadowsmoked88]

Thank you so much!!

[@tinythingy4]

ive been really curious about mac lately, they have always been there but I never knew much about them or tried anything. If you wanted to do a more in depth video about them I would be interested!

[@lissaMJH]

Love this