Correct us if we’re wrong, but it sounds to us like the founder of Smashbox Cosmetics and one of its key makeup artists have split from that company and are bringing a new line to Evine.
That’s because on Tuesday the No. 3 home shopping network announced that this Friday Dean Factor, Smashbox founder and creator, and the company’s veteran makeup whiz Holly Mordini will be premiering a new line, STROKE of BEAUTY.
“Offering a unique point of difference from other color lines, STROKE of BEAUTY reflects an artist’s perspective by marrying the techniques applied to painting with the makeup artistry skills Mordini developed throughout her 20-plus year career,” the press release said.
Mordini appeared as Smashbox’s rep when the line was selling first on QVC, and then on HSN.
“Evine is committed to delivering great products, building brands and telling those brands’ stories. STROKE of BEAUTY is exciting because it has such a great story to tell,” Evine CEO Bob Rosenblatt said in a canned statement. “In addition to the unique product offering, we have an exceptional guest – Holly Mordini – who will inspire customers with her artistic approach to makeup.”
Mordini who apparently is not only a makeup artist but a painter has worked in the beauty industry for more than two decades. She was “discovered” in 1997 by Dean Factor, the co-founder of Smashbox Cosmetics and great-grandson of Max Factor (a.k.a. “The Father of Makeup”).
In 2015, Mordini and Factor combined their industry knowledge and talent to develop STROKE of BEAUTY.
“This brand is as much about the product as it is about the application. That’s what makes STROKE of BEAUTY so perfect for television,” Factor said. “What sets Evine apart from other video commerce platforms is their ability to dedicate the airtime and resources to not only nurture and grow brands, but also tell brands’ stories in new and engaging ways.”
Mordini, who has a bachelor’s degree in fine and studio arts, also put her two cents in.
“I’m so excited for the opportunity to share my artist’s point of view on product formulations, application and technique when I come to Evine,” she said. “I know that I can help women approach beauty differently and show them just how easy it can be for STROKE of BEAUTY to make a difference in how their makeup can look. It’s going to be so much fun to show viewers all the exciting ways to update their beauty routines!”