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14 June 2016 | beautystorebusiness.com Urban Decay Containing everything your cus- tomers will need for the perfect sultry smoky eye—even a double-ended Tapered Crease Brush and Smoky Smudger Brush—Urban Decay's Naked Smoky Eyeshadow Palette delivers. Featuring nine new shades and three Urban Decay favorites, your customers will get matte, satin and shimmery hues in one spot. SRP: $54 urbandecay.com BRIDGING THE GAP Many people would ask Stell, a former music teacher, how she applied her makeup, so she started a YouTube channel—it was easier to show people than tell them. Creating a devoted online following even gave her a different perspective on the industry. "It's given me amazing insight to see what the general online population liked or were looking for in their makeup products. Because I was testing and reviewing every other brand, I was able to see the 'missing holes' in the makeup industry so I could cre- ate them myself … such as foundations and concealers for porcelain and deep shades, or contour powders that were cool toned instead of warm," Stell says. "Plus, having a great product for a less-expensive price was key." For other business owners looking to grow their online following, Stell says, "Keep your personal touch with your audience. Anyone can talk about a makeup product, but viewers want to see the real person behind the camera. YouTube is a great platform for personal connection, whereas Instagram and Pinterest are best for visual shots of the products you sell." THE FUTURE LOOKS BRIGHT In Makeup Geek's line of eye shadows, Stell has personal favorites she regularly uses. "I am obsessed with our Foiled Eyeshadows!" she says. "They're super pigmented and shiny, so they work well for any glam look. I love Grandstand so much that I'm on my fourth pan now! In our traditional shadows, Cocoa Bear, Peach Smoothie and Crème Brulee are our best sellers, for sure." Fans of Makeup Geek can also look forward to exciting developments in the near future, including a line of 21 blushes for every skin type, Duochrome cheek highlighters, eye correctors for dark circles and a surprise launch in August. In the meantime, get everything your customers will need for a radiant, dazzling look with these hot products that cover lids, eyelashes and brows. Makeup Geek Boasting an impressive 27 highly pigmented and easily blendable shades, housed in a large black Z Palette, the Makeup Geek Super Shimmer Palette is worth every penny. It features 10 of the sought-after Foiled Eyeshadows, four Duochrome Eyeshadows and other favorites like Hipster, Prom Night and so much more. Suggested retail price: $160 makeupgeek.com Color Your World These high-quality, pigmented eye shadows range from classically neutral to bright and bold—for endless looks that last all day. Colourpop Cosmetics A Colourpop Cosmetics collaboration with beauty vlogger KathleenLights, the Where The Night Is eye-shadow set comes with four individual super-pigmented shades. Creamy in consistency and easy to apply using a fingertip, the Super Shock Shadows won't budge—day to night. SRP: $20 colourpop.com Dose of Colors Your customers' daily dose of glowing metallic hues and pigmented matte tones, Dose of Colors' Hidden Treasure Palette includes 10 shades that dazzle and delight. Cruelty- free, gluten-free and made in the United States, this palette, which is truly a gem, lives up to the name. SRP: $50 doseofcolors.com Hourglass Cosmetics Inspired by an artist's color palette, Hourglass Cosmetics' Modernist Eyeshadow Palette in Graphite seamlessly blends five creamy shades into one pan using a multi-press, three-dimensional design. Available in seven styles, ranging from cool neutrals and plums to earth tones, there are shades here for all skin tones. SRP: $58 hourglasscosmetics.com Mavala USA A little goes a long with Mavala USA's moisturizing Silky Eye Shadows, made from nourishing silk and ceramides. Simply add a few drops to the upper lid and use a fingertip to blend these water-resistant, iridescent shades. They can even be combined for more pearlized looks, available in 13 glowing hues. SRP: $19 (each) mavala-usa.com Smashbox Inspired by multiple-exposure photography, Smashbox's pigmented Double Exposure eye-shadow palette is more mul- tifaceted than it looks. You cus- tomers can create various color combinations with its 14 shades, and then wet them for a more vibrant, sparkly and dramatic look. Just add water to activate the pigments for even more possibilities! SRP: $39 smashbox.com