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SHMINK. This one little word means makeup in countries across Europe, but it has a much bigger meaning to us. At SHMINK, we see beauty in everyone. We see potential, promise and possibility. We see the average woman’s desire to look anything but average. And we see it as our role to educate and empower her. It starts by demystifying makeup application. By taking the time to teach, while providing the tools to help women gain confidence, we can impact lives through colour and fashion, technique and choice, instruction and involvement. Knowledge is beauty. That’s how we see it.