By  on May 16, 2008

NEW YORK — On the heels of capturing the CEW Indie Award held here May 9th, Nancy Jarecki, founder of Betty Beauty Inc., is literally out of breath.

"The excitement really hit me when I went to the bathroom after getting the award and 20 women were applauding me," said Jarecki, who created a hair color "for the hair down there." It seems Betty clients admire the company's attractive, blonde founder, though usually behind closed doors. But winning the coveted Indie Award may break Betty out of the closet.

"We as a society may think it's taboo [to talk about the hair down there] but [my customers] are helping break the notion that these things are too racy," she said.

Last year Jarecki brought Betty to about 5,000 spas and salons, in nine different shades, including a hot pink number. But things are getting more colorful. Planned for 2008 is Malibu Betty, which has a bright, aqua blue shade, and Blonde Betty, which has a sandy blonde hue. Both Betty items include Charmcils, or stencils. Malibu kits come with dolphin and palm tree stencils, and Blonde kits come with flower and butterfly stencils. Each kit sells for $19.99 and has enough formula for two applications (usually). There's also a Bridal Betty available in the bright blue Malibu Betty shade (for that "something blue") complete with wedding-themed stencils such as a dove and a heart. A men's line is also in the works, with black and brown-colored formulas for men's hair down there.

For 2009, a face foundation formulated to hide scars is in the works. Called Best Skin Ever, Jarecki had been looking for such a foundation after suffering from burns on her face resulting from an accident. "You can't even tell you have makeup on," she said of the new foundation, which will retail between $30 and $50.

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