Beauty Boss: Alicia Grande, Founder of Grande Cosmetics
Alicia Grande.
Our latest Beauty Boss is Alicia Grande, Founder of Grande Cosmetics—a line of powerful and award-winning serums, hair care, and double-duty makeup that enhances people’s natural beauty. The brand’s very first product was GrandeLASH-MD—a revolutionary lash-enhancing serum that gives people longer, thicker-looking lashes.
Since then, Grande Cosmetics has continued to expand and become a hugely successful beauty brand with a cult-like following around the world. In addition to creating innovative products that are PETA certified and cruelty-free, Grande Cosmetics also makes it a priority to support various social causes and organizations such as Feeding America, NAACP, Susan G. Komen Foundation, and many others.
Grande Cosmetics’ Beauty From the Heart Campaign
We chatted with Grande, who shared the inspiration behind the brand, favorite products and wellness tips, secrets to success, and more.
When was Grande Cosmetics founded? What does the name mean?
2008. It’s actually my last name! But I love that it simply stands for grande things—and to me, it means you’re getting a product that will seriously deliver on the big results you’re looking for in functional cosmetics. I hope it conveys you’ll never be disappointed with a Grande Cosmetics product purchase—that you’re getting a trusted, proven formula.
What inspired the creation of the brand?
I’ve always been a beauty junkie and worked at makeup counters as a teen. Early on in my career, I hosted my own radio show dedicated to the beauty industry and professionals for fun. For the show, I interviewed a dermatologist that had a breakthrough product he was working on. It wound up to be GrandeLASH-MD.
Do you have a hero product?
GrandeLASH-MD Lash Enhancing Serum is our hero product and the first Grande Cosmetics launch (we now have over 40 products in the Grande Cosmetics collection and counting!) This is the award-winning formula that started it all, because it really does work on women of all ages.
What are your favorite product(s) from your brand?
It’s hard to pick favorites, I love everything we make, but my all-time favorites would probably be GrandeLASH-MD Lash Enhancing Serum, GrandeBROW Brow Enhancing Serum, GrandeMASCARA Conditioning Peptide Mascara, and the GrandeLASH-LIFT Heated Lash Curler.
Where are your products sold?
Grande Cosmetics are widely available and you can find the products at Ulta, Sephora, Macy’s, SalonCentric, and we launched at Morphe in the US and the UK in September. Of course, at our website, too!
Future plans for the brand?
To continue to innovate in categories that deliver immediate and long-term beauty benefits. All our products need to be functional and offer solutions to a beauty problem. We’re relaunching GrandeHAIR, it’s a three-piece system formulated with vitamins, peptides, and amino acids to support hair follicle health for the appearance of healthier, thicker-looking hair. It’s unisex and the serum uses the same peptide technology found in our best-selling GrandeLASH-MD and GrandeBROW formulas.
Grande Cosmetics features results-driven serums for brows, lips, and hair, and double-duty skincare-infused cosmetics that enhances people’s natural beauty.
What inspires you?
Jamie Kern Lima, founder and CEO of It Cosmetics. She is passionate and solution-driven. I admire so much about her, including the presentation and style of her product line!
Secret to success?
You have to trust your gut and have passion. If you don’t have passion, you won’t have the stamina to keep going when things get tough. Also, be innovative in the white space. When you see a need and can think of a way to fill it—that’s the ticket!
Beauty secrets?
I have threading done every six months, as well as getting vitamin and enzyme injections called Mesotherapy. But, the most important beauty tip is to cleanse your face every morning and night and apply a serum! This will take such good care of your skin. Also, apply eye cream!
Wellness tips?
Take time to be outside in nature. Stop and “smell the roses” as they say, but really! Stop and smell some flowers! Nature is so healing. Socializing with friends and family is also so important to your all-around wellness and mental health.
Best advice?
The best advice I have to give is “do unto others, as you would have others do unto you.” It doesn’t matter how successful you become—you must always treat others with kindness and respect, it goes a long way and will come back around. Also, take good care of yourself. Your body, your mental health, etc. There’s only one you! Use products that nourish you and enhance the beautiful features you already have.
How do you like to relax?
I make sure to walk my dogs every morning for at least two miles by the beach. It’s great for them, but even better for me. It’s such a relaxing way to mentally and physically prepare me to tackle the day.
For more information, visit grandecosmetics.com and follow on Instagram: @grandecosmetics
[Images courtesy of Grande Cosmetics]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk