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Stephen Dimmick Launching GlossiGirl

Launching this month with six lipsticks priced at $19 each, Dimmick’s makeup brand is intended to give women the tools to try makeup they might otherwise skip.

Makeup artist Stephen Dimmick thinks women of a certain age shouldn’t have to stick to certain makeup.

“The women who follow me on social media are between 28 and 55. They are strong, powerful women, and no one is catering to them, saying, ‘I get that you still want to be sassy or sometimes you’d like to be goddamn sexy,’” he said. “No one seems to be hitting that arena in the market. That is where I’m entrenched.”

Launching this month with six lipsticks priced at $19 each, Dimmick’s makeup brand GlossiGirl is intended to give women the tools to try makeup they might otherwise skip. For example, Dimmick’s followers — he has nearly 20,000 on Twitter — are interested in matte lipstick, but haven’t found one tailored to them. GlossiGirl’s bold red shade Poison Apple could be their entrée into the matte menagerie.

“I love the idea of those really dry, crunchy liquid lips that all those young lines have. Most women might like the idea of it, but they really don’t like it because it doesn’t feel good,” said Dimmick. “I wanted it [Poison Apple] to be matte, but not Nineties matte or liquid matte. I went with more of a matte satin. So, it has a creamy emollience to it.”

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Cream lipsticks constitute the remainder of Dimmick’s initial assortment. Among the cream shades are Pinky, a pink that’s simultaneously light and bright, and Sassy, an everyday red. The lipsticks were formulated to be highly pigmented, while hydrating and buildable.

Dimmick didn’t originally set out to focus on lipsticks. GlossiGirl is his second shot at developing a makeup brand. In 2013 and 2014, he was working on a namesake line that had expanded to some 150 stockkeeping units. Then, Dimmick’s husband, Jonathan South, chief executive officer of GlossiGirl, was diagnosed with cancer. “When he started to get better, he said, ‘Do you want to do this again and start really small?’ I said ‘OK.’ Before it was hard work, and it felt hard. Now, it is hard work, and it feels effortless.”

Dimmick believes lipstick is a safe bet for a woman purchasing cosmetics, and he will continue on the lipstick theme for a bit with several nude shades coming out next and, after that, he will delve into shadows. “It is going to be a full line. There is no question about that,” said Dimmick.

Industry sources estimate the brand will generate $250,000 to $300,000 in first-year retail sales. To get the brand off the ground, Dimmick will promote GlossiGirl on Twitter, Facebook, Snapchat and Instagram. He has been actively amassing an audience via social media for about four years, giving women makeup tips and sharing his personal experiences on various platforms.

“Women really respond to the honesty of the good stuff and the ugly stuff,” said Dimmick. “I talk about my suicide attempt as a teenager. I talk about being a prostitute and being raped by an uncle. I’m not a victim to it. I didn’t just survive, I thrived, and that’s what women pick up.”

Outside of social media, Dimmick, an Australian who relocated to New York in 1997 prior to settling in Los Angeles three years ago, is recognized for vivid color and highlighting in editorial beauty looks such as those he created for Vogue Italia, Time, Harper’s Bazaar Australia and Marie Claire. His roster of celebrity clientele has included Cate Blanchett, Khloé Kardashian, Kourtney Kardashian, Nina Dobrev and Vanessa Hudgens.