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With the belief that outer beauty empowers women's inner beauty and confidence, partners Jerrod Blandino and Jeremy Johnson changed the cosmetics industry. Following a decade of dark shades and edgy looks in the 1990s, Blandino and Johnson started their company in an attempt to reincarnate the feminine, girly glamour; when women used to dazzle in subtle tones and pink hues. Blandino became famous for inventing the first glitter eye shadow, plumping gloss and 24-hour crease-proof shadow primer. 

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