By  on September 7, 2012

During a recent month, Marla Malcolm Beck, chief executive officer of the beauty apothecary Bluemercury, sifted through some 50 new product launches, only to find one cosmetics brand, Grace Choi, a line based on BB creams.

“The thing I want most in this world is to be able to get behind a makeup artist brand,” Beck says wistfully. “When we have a new collection from a makeup artist brand and it is done well, it sells out in two weeks.”

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