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Cosmetics Take a Holistic Approach

Projects are funded out-of-pocket, personal experience becomes career passion, and end results matter more because they are of one’s own design. For 20-year veteran celebrity makeup artist Susan Posnick, that’s the path she chose to follow when she was diagnosed with facial skin cancer.

By: Leslie Benson
Posted: February 4, 2009, from the February 2009 issue of GCI Magazine.

Susan Posnick, Founder, Susan Posnick Cosmetics, www.susanposnick.com

There’s a lot to be said for companies that start at the grassroots level. Projects are funded out-of-pocket, personal experience becomes career passion, and end results matter more because they are of one’s own design. For 20-year veteran celebrity makeup artist Susan Posnick, that’s the path she chose to follow when she was diagnosed with facial skin cancer.

After her diagnosis, she saw a key element missing in the cosmetics segment of her film and fashion career—a lack of mineral foundation offering maximum sun protection that doesn’t melt in the heat—a product she believed could have helped protect her from her skin condition. Not finding what she desired, Posnick met her own needs and the needs of women like her by launching the 100% natural Colorflo mineral foundation with SPF 26.

The foundation eventually expanded into a full line of sun care cosmetics (blush, concealer pencils, mascara, brow gel, lip products and more), which are available at apothecaries, spas, medi-spas and dermatological offices around the world.

“We take a holistic approach,” Posnick says. “It’s about health, beauty and science—similar to spa philosophy. Spas, however, have limited retail space, so our line was developed to be compact.” With interchangeable products that fit tightly into various retail displays, Posnick targeted the right brick-and-mortar fit for her company.