Mehron Turns 90, Pivots From Theater to Real-Life Makeup

The brand behind Cara Delevingne’s silver Met Gala hair is turning 90 years old.
Mehron, which got its start in theater makeup, has shifted its business more toward the real-life woman. “As formulas improve, as technology improves as raw materials improve as packaging improves, we’re turning beauty — beauty is finding us,” said Marty Melik, president of Mehron. To celebrate 90 years, Mehron is launching new products, including Brazen Mascara and 1927 liner.
The company’s theater background has given it the foundation to branch into everyday makeup, said Stephanie Koutikas, Mehron creative director — especially in the age of Instagram. “Theatrical makeup is known for its staying power, the pigment, the colors…for us to create a beauty line out of those attributes was easy,” she said.
“The everyday girl is performing…she’s taking a selfie, she’s out there running in her heels to get to a meeting. She needs to be perfect, her makeup needs to look great — it was to look great in person and last,” Koutikas said. In addition to modifying the formulations, Mehron also updated names — so a primer called “No Sweat” became “Skin Prep Pro,” for example.
In the theater world, Mehron is well known for its mixing liquid and loose pigments

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