HOME EVENTS COVERAGE Featured Event: Inside Sonia Kashuk's Studio

Makeup artist and creator of an eponymous cosmetics line for Target, Sonia Kashuk led bloggers around her artsy studio in Manhattan’s financial district last Thursday.  Inspiration boards were tacked onto the walls and a slew of oversized black-and-white photos of models, including greats such as Cindy Crawford, lined the space.  “Some were gifts from photographers, some were from ad campaigns that we worked on together," she remarked.  "I live in the building, so my commute is easy," she laughed.  "My kids come down and work on names for products.  My 11-year ld daughter Sadie is a rock star with makeup."

Of course, there were also enough palettes, lipsticks and brushes--displayed on rows of shelves and tabletops--to fill an entire cosmetic department.  "Everything beings here," Kashuk explained. "And then it goes off to Target."  She picked a few favorites to go over with bloggers, including her Lip Crayons, Super Sheer Liquid Tint cheek stain and, of course, brushes.  "I've been using the same Sonia Kashuk brush since 2002!" one guest exclaimed.

"We are quality wise above and beyond what is found in mass, on average," claimed Kahsuk.  She explained that department store brands have to make a series of markups, but selling directly to Target means that she can keep her prices low.  "The hardest thing is not having a voice (in store), I can't explain anything (to customers)," she admitted.  To cope with that, however, she has created a series of how-to palettes, including Smoky Eye and Look Natural. 

Kashuk also offered a sneak peek of her holiday collection, which comes in attractive shimmering black cases, and teased a Spring nail polish collection.  Her own nails were painted in various shades, including teal and purple, an she held them up for everyone to see.  "I guess you can see what direction I'm going in," she laughed.  (Pictured above: Sonia Kashuk in her Manhattan studio.)

-- Elizabeth Siegel




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