22 Jul 2016
Smashbox has an intimate relationship with fashion and movies. The founders, brothers Davis and Dean, are great-grandsons of Max Factor, the legendary makeup artist that was responsible for the faces of all Hollywood stars and created the famous brand. Back in 1990, they created Smashbox Studios, a mix of studio, model agency and clothing label under the same roof. It was so successful that eventually they decided to expand and drinking from the family fountain seemed to be the natural step ahead. So, in 1996 Smashbox Cosmetics was born.
Obviously, the products USP had to be a ‘camera ready’ approach, such as the revolutionary Photo Finish Foundation Primer, launched in 2000, in a time no one had an idea what a primer was, the High Definition Healthy FX Foundation SPF 15 foundation and the Halo Hydrating Perfecting Powder, both developed for HD cameras. Other hits are the Camera Ready BB Cream, Be Legendary Lipstick and creamy blusher O-Glow Intuitive Cheek Color.
Since 2010, Smashbox is part of Estée Lauder Group and available in many countries. Here in the UK, it can be purchased online, at selected Boots and in the brand flagship in Fitzrovia. For me, the core value of the brand is to promote a flawless, although natural skin, perfect for HD cameras, social media filters and, of course, for real life too! Could it be more contemporary?