Some would say Alicia Grande, Founder and CEO of Grande Cosmetics, has grown her business one lash at a time. In 2008, Alicia was marketing infomercials for dermatologists and skin care professionals when she stumbled across a two-person operation who made a lash-enhancing product. She was so taken with the concept that after asking them to tweak it to her specifications, she invested $25,000 into the business and called it GrandeLASH-MD, an eyelash conditioning lengthener, that has since won more than 10 industry awards. Today, the company generates $17 million annually and has grown from one sku to 40-plus. Her products fall into a category that could easily be called ‘performance cosmetics’ as they have effective formulations and results, but they also offer two benefits: providing instant enhancements and long-term benefits with extended use. CEW Beauty Insider recently chatted with Alicia about her love for trade shows, her relationship with Sephora and HSN, and how she launched her company which generates $17 million annually.

Beauty Insider: What made you invest in a lash lengthener?

Alicia Grande: I had a lot of passion for the product, which after trying it on myself almost doubled the length of my lashes. I started with a small run of 500 units. Then I went to trade shows. In 2009 I got a booth for $1,500, and sold out of the product, which was huge. I started booking other shows and making more products. For the first three years I did 30 shows a year. It was a lot of schlepping, but worth it. I also found independent distributors, which tripled my sales. They had distribution in places I couldn’t touch. I also sold to spas and salons. But I didn’t see any positive cash flow for a year and a half.

BI: How did your relationship with Sephora happen?
AG: They came to me in 2016 after they found GrandeLips through social media. We fall under their Scouted by Sephora category. They’ve brought us to another level and opened us up to the millennial consumer, who we weren’t reaching before. This month they’ll be launching a slew of our products in-store.That’s really exciting to have gone from their online section to shelf space.

BI: How did you connect with HSN?

AG: I had a broker introduce me to them. They only buy a certain amount on the Beauty Report with Amy Morrison, and we sold out all 1,500 units. HSN is great because it lets us reach an older audience we didn’t have before, the ones interested in products to help reverse the aging process. The drawback is that you’re talking to people but it’s through a camera. You can’t see the expressions on their faces and you don’t hear their stories or how great your products are doing in their stores.

BI: Is that why you like trade shows?

AG: I love them. I love engaging with clients and repeat customers. It’s a great place to show new products. The professionals that go are there to learn and expand the retail in their businesses. And I love the spas and salons. They made me when I didn’t have money to spend on advertising. They bring credibility to a product because they’ve used it.These professionals are different kinds of influencers.

BI: You started out as a one-woman, one-product operation. What does your team and product line consist of now?
AG: Today my company consists of 20 people in my corporate office in White Plains and 20 in my warehouse in Bell Hallow. I also hired a PR team, social media person, two graphic artists, and director of operations, among others. You can’t keep growing without people, and products. I have over 40 skus that range from lash lengtheners, lip gloss plumpers, brow serums and products for your hair and face.

BI: What’s next for 2018?

AG: We’ll be launching Grande Drama Mascara, a dramatic lengthening and thickening product with peptides, as well as a line of plumping lipsticks in the summer. Metallic plumping liquid lipsticks are planned for fall 2018.