When you walk into a makeup store, most product ads are coded for Gen Z, with ads showing perfect-faced models in their mid-to-late 20s. As makeup consumers get younger, it can become increasingly difficult for women over 35 to find makeup products that cover blemishes while still benefiting their skin.
Two local moms decided to take matters into their own hands and launch a skincare brand that prioritizes skin health while creating a “no makeup” look. EpicLight Beauty breaks traditional beauty standards by offering makeup products with anti-aging benefits, offering midlife women a new approach to skin care. The brand currently offers three of her makeup products available for purchase online and at Dr. Annetta Lesko’s office in Rye.
Longtime friends Saima Rasool and Patricia Gallardo met outside their children’s kindergarten 15 years ago and hit it off after initially deciding to take a step back from their busy careers. Ms. Gallardo, who had a background in product development for cosmetics brands, and Ms. Reysor, who had worked in investment banking, had an overwhelming common interest in beauty products. When the children grew up, the mothers took the plunge and started a beauty business. The brand began to take shape in 2020, just before the COVID-19 pandemic, with the first products launching in October 2022.
“Our age group in particular hasn’t been recognized in the beauty industry. It’s always aimed at teenagers to 20-somethings,” says Gallardo.
As the pair began approaching 40 (aka middle age), they set out to flip a switch on female beauty standards by launching a brand that helps the skin’s aging process. Each product is made with the highest quality active ingredients found in premium skin care and is free of toxins.
“We wanted the makeup products we wanted to use to also benefit our skin, because our skin is changing, too,” says Raysor.
Three products will be available: “Never Settle Radiant Cheek & Lip Blush,” “Lip Flip Treatment,” and “Plump & Blush Radiant Duo.” The lightweight blush hydrates and plumps skin with hyaluronic acid, avocado oil, and sea fennel extract. Lip Flip plumps up your lips without causing irritation and eliminates wrinkles over time. Each item is noteworthy for easy daily makeup, but also plays an important role in the longevity of your skin.
“One of the first signs of aging is when your cheeks lose color, become sagging, and your lips become thinner and wrinkled,” notes Gallardo.
With this in mind, Rathor and Gallardo created a product that addresses aging issues in women in hopes of sparking conversation and providing solutions. Women in the community have rallied their support by purchasing products, providing positive feedback, and attending an event called “Hot Flash” held last spring. They invited Rye’s local doctor, esthetician Jennifer Adele, and renowned makeup artist Erica Taylor to join the panel to discuss the mental and physical changes in women’s bodies.
“The women were all happy to talk about subjects that aren’t often talked about. They embraced this new trend of talking about changes in their bodies and skin,” admits Gallardo.
Gallardo and LaSole capture the essence of the midlife women community through the power of makeup and self-care, with a portion of the proceeds donated to the Women’s Health Association. Additionally, Never Settle Radiant Cheek & Lip Blush will be featured in Grammy gift bags and will be featured in Oscar gift bags this March. Our continued evaluation and support will ensure our growth, and we hope to further expand our growth with additional events and more products.
Learn more about EpicLight Beauty here.
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