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44 July 2016 | beautystorebusiness.com Images courtesy of LunatiCK Cosmetic Labs Discover cruelty-free, Halloween-inspired and carefully crafted cosmetics that take customers from everyday casual to glamour-ghoul nights. by Stephanie Joplin "We're crazy! [Short pause] Just kidding!" Catherine Erwin laughs as she explains the name behind her zany, mad scientist inspired-cosmetics line. Erwin's company, LunatiCK Cosmetic Labs, has virtually become an overnight sensation due to her dedication to quality and ingenuity, and her focus on building personal relationships both offline and online. "Social media has been a major tool in the success of LunatiCK Labs; but under no circumstance have we been an overnight success story," explains Erwin. "In the past four years, I have been networking, driving cross-country, meeting our customers and developing relationships on a personal level." LunatiCK Cosmetic Labs attended its first makeup show, the International Make-Up Artist Trade Show Los Angeles in Pasadena, California, this year. "After we introduced ourselves to the major makeup market, we saw a huge increase in sales. I feel so grateful and blessed to have reached the masses and can't wait to see LunatiCK grow this year." CRAZY BEAUTIFUL