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SHMINK Cosmetics, established in 1998 in Montreal, Quebec, is the dream come true for Steven Reti, a makeup artist with an eye for beauty, a head for teaching and the hands to put it all together.

After a limited collection was launched at Expressions Beauté, located in the Côte des Neige district of Montréal, SHMINK made the move to Château de Beauté Evita on Décarie Boulevard. The brand is also established at the exclusive Upper Village Spa in Toronto.

The basic premise of the business was present right from the start, as SHMINK was built on philosophy of makeup education and demystification. More specifically, the company’s goal is to focus on average women and teach them, using the right products, tools and training, to do their makeup as well as any professional. This is the core belief of our company: “We don’t just sell great cosmetics, we teach you how to use them”.

Today, the collection has grown to include over thirty product lines, each offering a wide variety of tools and colours. The company is headquartered in Montreal, Québec.