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Pink Power

$9 from every sale of Too Faced's Betsy Baby shadow will be donated to the Breast Cancer Research Foundation.

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Appeared In
Special Issue
Beauty Inc issue 08/08/2008

BETSY OLUM KNOWS HER PALE SKIN ISN’T THE BEST CANVAS FOR PINK MAKEUP, BUT SEPHORA’S SENIOR VICE PRESIDENT OF MARKETING HAS A MOLLY RINGWALD-ESQUE FONDNESS FOR THE HUE. SO WHEN TOO FACED DISCONTINUED HER FAVORITE SHADOW—A ROSY MAUVE DUBBED HEIRESS—SHE WAS HEARTBROKEN.

“IT WAS THE PERFECT SHADE. ANYONE COULD WEAR IT,” GUSHES OLUM, WHO BECAME A ONE-PERSON LOBBY FOR ITS REVIVAL. OLUM, THOUGH, HAD A MORE CRITICAL FIGHT ON HER HANDS. DIAGNOSED WITH BREAST CANCER IN JULY 2007, SHE UNDERWENT SURGERY AND TREATMENT. THIS SUMMER, OLUM WAS PRONOUNCED CANCER-FREE. ALONG WITH THE GOOD NEWS, SHE FINALLY HAD A CONVINCING REASON FOR TOO FACED TO BRING BACK THAT PERFECT PINK: TO RAISE BREAST CANCER AWARENESS. WORKING WITH TOO FACED CO-FOUNDER JERROD BLANDINO, OLUM TWEAKED HEIRESS BY AMPING UP THE PINK AND PAIRING IT WITH A TOASTED VANILLA. NAMED BETSY BABY, $9 FROM EVERY SALE WILL BE DONATED TO THE BREAST CANCER RESEARCH FOUNDATION. “IT TURNED INTO THIS REALLY AMAZING POSITIVE SPIN ON SOMETHING THAT WAS SO DIFFICULT,” SAYS BLANDINO.

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