Where it came from: After a successful career in television production, Marissa Shipman decided that the corporate world wasn’t for her and that she longed to combine her love of beauty with her creative streak. She ordered 11 books on how to make makeup from Amazon and got to work in her own kitchen, eventually concocting a classic lip balm formula. She then assembled a cadre of like-minded women, persuading them with her passion and business acumen, and her fledgling company, christened The Balm, was born. A favorite of beauty editors at magazines from Allure to In Style, The Balm has continued to expand its product line and can be found at Sephora—and at Torrid.com, of course!
What it’s all about: Innovative products that do double duty and are easy to use, per her “beauty in five minutes” philosophy. We’re talking about a mascara (Two-Timer) with two brushes, one for defining and one for volumizing; a “just add water” watercolor lip stain (theStains) whose subtle, rosy hue lasts all day; and a unique gel blush (Stainiac) that can be used on lips too. And did we mention the finest natural and modern ingredients in fun, sassy retro-kitsch packaging? The Balm’s Shady Lady shadows, many of which also double as liners, all have pinup names and pictures, including Shameless Shana and Just This Once Jamie, and its combination shadow and blush goes by the name of Down Boy.
Why we love it: We love makeup. We love fun. And we love glamour! But most of all, we love that Marissa knows what women want out of their beauty products, both from her own experience as a makeup user and from listening to the beauty wants and needs of other women: amazing formulas, gorgeous shades, clever designs and memorable product names. And even though she’s made it her life’s work to deliver quality products that do what they promise, she’s also kept her brand fun and full of personality, and that’s definitely a beautiful thing.
