Alicia Grande, founder & CEO of Grande Cosmetics, discusses the brand’s #OwnYourNatural campaign and its powerful messaging to help consumers radiate unshakable confidence and become the truest version of themselves. Through simple daily habits, one can unlock the inner confidence to achieve a meaningful transformation of self-love and appreciation, amplified by beauty products that truly perform.

About Grande Cosmetics:

Founded in 2008 by Alicia Grande, Grande Cosmetics was established with the vision that all women should feel glamorous every day. The brand is committed to delivering beauty solutions that work, for visible results, and has won over 60 awards since its inception. Best known for cult favorite GrandeLASH-MD Lash Enhancing Serum, Grande Cosmetics offers a range of powerful beauty products that enhance one’s natural beauty by delivering both instant results and long-term benefits.
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    Alicia Grande
    Founder & CEO of Grande Cosmetics
    With a lifelong passion for beauty, Alicia Grande founded Grande Cosmetics in 2008 as the first “functional cosmetics” makeup brand. Alicia’s road to beauty success was navigated early on, when as a teen she dove into beauty retail, but it was when Alicia discovered a lash enhancing serum that truly worked for her most discerning client – herself – that her entrepreneurial spirit kicked into high-gear.

    Early in her beauty career, Alicia began her own radio show, “The Health Buzz,” on which she interviewed top beauty experts and doctors about trends and innovations. Those innovations are what inspired her next big beauty adventure, the founding of Grande Cosmetics and the highly-coveted and award-winning product that started it all; GrandeLASH-MD Lash Enhancing Serum, as a solution to some of today’s top beauty challenges.

    Today, Alicia is the CEO at the helm of Grande Cosmetics’ thriving business that has expanded into multiple categories, including best-selling, beauty-enhancing formulas that help promote healthy, vital lashes, brows, lips and hair. Her female-founded brand employs a diverse staff of women of all ages and backgrounds to help keep Grande Cosmetics’ assortment of functional cosmetics robust, fun, and inclusive.

    And the industry has rewarded her for her hard work with Grande Cosmetics winning significant beauty awards from leading publications NewBeauty, Cosmopolitan and Harper’s Bazaar. With broad availability at beauty retailers, Grande Cosmetics can be found at Sephora, ULTA, Macy’s, Morphe, Salon Centric and Amazon in addition to beauty specialty stores and salons nationwide.
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    Ryma Chikhoune
    Ryma Chikhoune is the Eye and Beauty Reporter at WWD. She was previously the West Coast Contributing Editor at W magazine, and her byline has appeared in Vanity Fair, Interview magazine and The Hollywood Reporter. She resides in Los Angeles.