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4 September 2016 | beautystorebusiness.com See the latest enewsletter products See the latest BSB Instagram posts Read the latest BSB tweets Read the latest BSB Facebook posts On The Cover Robert Goldfaden, Lisa Goldfaden and Lauren Wolk-Goldfaden of Goldfaden MD. Photography by Armando Sanchez. Retouching and creative direction by Michael Block. FEATURES 10 Goldfaden MD A family-run skincare company utilizes innovative natural ingredients for unmatched performance. By Karen Wilhelmsen 32 Glow Girl! Lilit Caradanian, skin guru and founder of Elcie Cosmetics, shares her story and the secrets to fi nding success in the beauty industry. By Karen Wilhelmsen 46 New Major Players in Beauty These trend-setting companies created their businesses around the ever-growing, nonpermanent procedure phenomenon. By Breanna Armstrong 52 Color Craze Have customers try these haircolor products to achieve natural to vibrant looks. By Katie O'Reilly DEPARTMENTS 8 Product of the Month Founded by a Hollywood brow expert, The BrowGal aims to bring out the best brows in every face with these custom-designed tools and shades. By Ann H. Carlson 64 CEO Spotlight Maxine Tatlonghari, CEO of Vanity Girl Hollywood, gives glamorous lighting to celebrities and beauty lovers alike. By Breanna Armstrong 80 Focus On … Stylish Storage These beauty organizers give both pros and amateurs easy access to their favorite supplies. By Ann H. Carlson Beauty Store Business (ISSN 1098-0660), September 2016 Published monthly by Creative Age Communications, Inc., 7628 Densmore Ave., Van Nuys, CA 91406-2042. Subscriptions: US $24 per year; Canada $60 usd; other international $80 usd. Periodicals postage paid at Van Nuys, CA, and additional mailing offices. Canadian distribution publication agreement no. 40798037 – Beauty Store Business, 6915 Dixie Rd., PO Box 2601, Mississauga, ON L4T 0A9, Canada. POSTMASTER Send all UAA to CFS; non-postal and military facilities: send address corrections to Beauty Store Business, P.O. Box 1072, Skokie, IL 60076-8072. IN THIS ISSUE 6 Editor's Note 68 New Products 72 News 76 Calendar 79 Ad Index 58 42 CONTENTS September 2016 Vol. 22 No. 9 52 58 A Man's Best Friend London-based Bulldog Skincare for Men is making its mark worldwide. By Katie O'Reilly MERCHANDISE 18 The List is in! In our "Ultimate Holiday Gift Guide" there's something for everyone who made the "nice" list. By Karen Wilhelmsen 42 iBE LA Recap We share the top seven products from the Indie Beauty Expo L.A.'s showroom fl oor. By Breanna Armstrong