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Amazing Cosmetics

amazing cosmetics logo

Here’s how un-glamorous beauty product can brought glamorous returns.

It happened at an exercise club.

That’s where Lisa Thurman told her friend Sue Katz, they should start some kind of business. Having a background in beauty products, Sue knew suggested they come up with a new concealer.

For any guys reading, a concealer isn’t just make up. It’s the FIRST STEP in a make up application. And it’s often overlooked by big cosmetic companies, who focus instead on lipstick and other glamour products.

Lisa and Sue developed a concealer so good, customers invariably called it “amazing.” The Libertyville, Ill housewives adopted the name – Amazing Cosmetics – and on a whim took their product to a Los Angeles trade show. One of the people who stopped by their table was a Hollywood make up artist — and the rest is history.

Their concealer gained a reputation on sound stages as the “magic eraser,” primarily because it’s made with 60 percent pigment – versus the 10 to 12% in pigment in conventional concealers. News about Amazing Concealer spread in what Chicago Magazine described as a “guerilla word of mouth campaign.”

Small wonder that within the first six months Nicole Kidman, Demi Moore, Drew Barrymore, Cindy Crawford and Madonna were using their product. And high definition television created an even stronger need for an effective concealer.

With kudos from celebrities and their makeup artists, the company quickly went upscale and began selling an expanded product line through high-end retailers. Today Amazing Cosmetics offers a wide range of beauty products.

Lisa Thurman and Sue Katz exemplify an axiom featured on our website: Think “Tried and True,” and Make it New.

And it all began with an un-glamorous, glamour product called “concealer.”  And two entrepreneurs who wanted to fill a niche. Amazing Cosmetics.

Now Why Didn’t I Think of That?

Hear the Podcast

Podcast Episode #2: “Amazing Cosmetics” – August 8, 2011

Podcast Episode #2: “Amazing Cosmetics”

It’s an Amazing story about an Amazing company. In this week’s Why Didn’t I Think of That? ® Podcast the Why Guys have a chat with Sue Katz and Lisa Thurman of Amazing Cosmetics.

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