Beauty Boss: Sonia Kashuk

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“Affordable, great quality make up for the everyday woman.” This was the premise behind the brand we all know today as Sonia Kashuk. Her cosmetic line has continued to dominate the Target beauty aisles for more than a decade, however many people don’t know the woman behind the brand. “Who is Sonia Kashuk and why do I want to buy all of her stuff from Target?” was the question that popped up very randomly on a recent bbm chat and sparked this post. I answered, “she’s an acclaimed makeup artist” but that’s just one title on this Fly Female Entrepreneur’s resume.

Sonia Kashuk has paid her dues in the beauty game having worked her magic on editiorials for the likes of Vogue, Harper’s Bazaar, and other high-end glossies since the ’80s. She was also a mainstay behind the scenes for Fashion Week. In 1999, after an almost decade-long stint as the Creative Director for the Aveda Corporation, Sonia had an idea that would lead to what is now her award-winning namesake brand. She set out to create quality cosmetics and tools for a fraction of what they were selling for. She wanted quality makeup to be accessible to the masses. She accomplished this and in turn, struck gold.

Today, Sonia Kashuk has carved her niche in the beauty industry with a brand stands toe to toe with its overpriced counterparts and reigns supreme. Her current Spring/Summer collection of eyeshadows, lipsticks, lashes, nail polishes and more contain a color palette rich with nudes, striking blues, oranges, pinks and reds. The collection truly has something for every woman. This makeup maven has honed her craft and shared it with the world. Mrs. Kashuk is wife, mom, business woman, author, philanthropist and survivor. As a breast cancer survivor, she stays involved with the fight working closely with the Breast Cancer Research Foundation and Cancer Careers, an organization that helps women with the illness succeed in their workplace despite their diagnosis.

With new additions to her collection like limited edition pieces and hair tools, it’s evident that this brand will only continue to flourish.  If you’re a true makeup head grab a set of her brushes immediately! Trust me, they’re a MUST have. To learn more about the amazing Sonia Kashuk brand visit http://soniakashuk.com or www.target.com.


As a New York City storyteller, filmmaker, digital content creator, and PR strategist, Renae Bluitt created "In Her Shoes" to empower and enlighten women committed to realizing their dreams.

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