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The entrepreneur is the Founder/CEO of Beyond Her Blush, a monthly subscription beauty box service which allows customers to go outside their comfort zone with items curated from celebrity make-up artists.
Grundman said she came up with the idea in November, 2015, right before Black Friday. An avid fashionista who did e-commerce and marketing for both the fashion and beauty industries, she said she was always excited to try the beauty boxes on the market but when she did, she was never quite sure how to use the products. In addition, she didn't have all the products needed to get the right "look."
"That's when I knew there was a void to be filled," she said. She started slow, mostly with family, friends and friends of friends but then moved to YouTubers, who have since embraced her, widening her customer base across the U.S.
So far, she's been busy, and is already outgrowing her home office space.
She's also enjoying being on the forefront of what's new.
Fall '16 trends she's seeing include pin straight slick-back and larger than-life curls which can be topped with an oversized accessory. "If you're looking to accentuate your eyes, definitely go for the bold black eye liner with some copper eye shadow," advised Grundman. "Keep your lips neutral with a nude lip so it doesn't take away from your eyes
"If you want your lips to be the focus, classic red lip is back and here to stay."
The lipstick theme continues in the Beyond Her Blush September box which includes products from Celebrity Artist Emily Oliver. Oliver curated "an epic lip trend that's completely versatile," according to Grundman. "Clients will find two different lip stains for those craving to try the newest trend."
Customers will also find a nude lipstick for those looking to highlight glowing skin or try for daring eyes. Top off with a highlighter stick to create a Cupid's bow, which, said Grundman, is all included in the box.
Go to www.beyondherblush.com/ for more details.
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