A History: Mehron Makeup
- Emily Orourke
- Dec 2, 2024
- 2 min read
To close out this blog, I would like to highlight a brand that really made me fall in love Special-FX makeup, and that is Mehron. From their iconic Paradise Paint water activated face paints, to their Barrier Spray makeup sealer and setting spray (which I'm still not fully convinced IS NOT magic) their line of high quality, long lasting products are staples in any Make-Up artists' kit for over 90 years! Let's delve into the brands history and product:
The Evolution of Mehron Cosmetics: Empowering Creativity Since 1927
A Brief History
Founded in 1927 by Mehron Melik, Mehron Cosmetics began as a small family-owned business in New York City's bustling theater district. Initially catering to Broadway theater performers and artists, Mehron quickly gained a reputation for high-quality, long-lasting makeup that could withstand the rigors of stage performances.
First Product
Mehron's first product was a line of rouge and pomades specifically designed for the theater district. These products were quickly embraced by stage and screen stars, establishing Mehron as the go-to brand for performers.
First Advertising Campaign
To introduce their products to actors and dancers, Mehron employed "Mehron Ladies" who would visit backstage to showcase their makeup line. This personal approach helped Mehron become the exclusive makeup brand among many performers and celebrities, including Lucille Ball, Elizabeth Taylor, and Barbara Streisand.
Iconic Products
Over the years, Mehron has developed numerous iconic products that have become staples in the makeup industry. Some of the most notable include:
Paradise Makeup AQ: A versatile face and body paint known for its vibrant colors and smooth application.
Celebré Pro-HD Cream Foundation: A high-definition foundation that provides flawless coverage and a natural finish.
ECHO Pressed Glitter Palette: A collection of pressed glitters that add sparkle and shine to any look.
L.I.P Cream: A long-lasting lip color that is perfect for both everyday wear and stage performances.
Iconic Marketing Campaigns
Mehron has also been known for its creative and impactful marketing campaigns. One of the most memorable was the "Next Face of Mehron" contest held during their 90th anniversary celebration. This contest invited makeup artists to create looks that embodied the brand, with the winner, Yana Kravchenko, showcasing an exceptional X-Ray look.
Another notable campaign was their Halloween-inspired promotions, which leveraged TikTok to reach a wider audience. Videos featuring intricate and special effects makeup tutorials went viral, significantly boosting Mehron's visibility and popularity.
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