Hi guys, welcome back to TV, this is your host Eta and I have such a phenomenal guest for you guys today. I am so thrilled, so honored, so humbled that he is with us today and is here to talk to us all about his career and all the amazing things he has accomplished over the years and I know you guys are going to love this episode.

So I don't want to take too much time ranting, I really want to dive into the interview and introduce you guys to Jared Lendino, who is behind toy box brands, his partner is not with us today, but I'm really excited to talk to him and dive in, welcome to show Jared, I'm so honored to host you.

Thank you, I'm so happy to be your actor, I'm so happy to host you, oh my gosh, it's such a such a dream come true and I can't wait to learn all about you and that's really where I want to start, I want to really walk down memory lane and have you tell us all about yourself all about toy box brands, everything that you guys have, you know, just where it all started really because walk is done memory lane.

Well, thank you, I'm probably best known for creating two faced cosmetics with my husband, gosh, that was 25 years ago and kind of shake and shut up and disrupting the industry, you know, back in the late 90s and you know my last job was at the mall, I'll tell you that and you know I had the most amazing career and the most fabulous adventure and achieve things I never even dreamt of and we left.

We left we sold two face to the st lotter companies about five years ago and Jeremy and I left last June and June 30th and on July 1st we dived in to creating our next you know adventure and that's like you said toy box brands is a incubator company where we're creating other fabulous brands beneath it so our first brand was diamond drunk are non toxic refillable.

Sustainable plant based high jewelry cleaner and then the next thing is polite society we're coming back to beauty baby and that launches in in a couple weeks at Ulta exclusively.

I'm so excited about both of the like both the brands, but especially polite society, I know you have an awesome collab that I would can't wait to talk about, but I want to ask you a couple more questions Jared about two face because as all of us know you know everyone tuning in two faced is iconic.

I mean it continues to be iconic, but you guys were really like you know just the first to do so many amazing things I would love to hear about you know how all of that like that vision and just that creativity like where it really stemmed from you know just to give our listeners kind of context you know.

Sure you know I was I grew up a very artistic kid I was always winning and entering and winning art shows and things and through complete accident a twist of fate landed me at the s a lot of counter at the mall and while I was there I just took kind of a gay best friends approach looking at how fun it was to make up all of these amazing women who would come in and sit in my chair and through the vehicle of beauty and still self esteem.

Into them and have a good time you know what I mean and and they they'd leave my chair feeling better knowing that they were beautiful and we had some fun together and it just was something I loved so much but understood very quickly that it was being taken a little too seriously in the late 90s and it was an intimidating process for some.

Women and it was very regimented step one step two step three don't do this you can't do that don't worry this after 40 you know all the stuff and I was like it's so fun why are you guys taking it so seriously let's let's have some fun so through just experimentation and rebelliousness I created the first glitter eyeshadow by chopping up a blush and mixing it with an ice shadow adding craft glitter to it you know.

And just kind of creating this world that I wanted to live in and be a part of and that's really how to face was born and you know through the years you know leading to face we broke many records did a lot of incredible amazing things together and i'm that i'm so proud of and i'm just you know so excited and ready to do it again because we moved so far as a beauty community as a world as people.

And I just think the world's ready for you know the next show absolutely I mean yeah you I mean you really created magic and I mean you continue to do so and I just I find it to be so exceptional that you're just you know both you and Jeremy are just people that are you know like just visionaries you know you're creating magic everything you're doing I mean you know from two face to you to now with the new launches I mean everything is just it's so it hits so heavily you know what I mean in the industry.

And I just I haven't really met people like that before where it's like you know some people just have that magic touch you could say you know what I mean so I really wanted to start with two face because you guys yeah the ice shadow and I know that the you know the lip clumper was the first of its kind as well so yeah yeah so that you know.

My brain works in a really funny way like I don't really shop beauty I get inspired by everywhere you know I was on the planet like I created the first lip clumper off of seeing a Viagra commercial yet you know in the middle of the night where they were a little more graphic and I learned to help blood vessel dilators work and.

You know putting putting the first mascara in a pink tube calling it better than sex I was told by everyone you can't call a mascara better than sex.

You can't put your pink to know nobody will take it seriously and I'm like what are you talking about girls are the funniest sharpest you know most brilliant creatures on the planet they know the difference between slutty and sexy or you know they get the joke stop yeah stop minimizing their ability to discern what's fabulous and and pink is powerful who says it isn't you know so.

Absolutely yeah absolutely no I think that that's that you really hit it on the head there I think that and giving that consumer the power to do that you know it's like it's makeup is powerful you know and you creating those products I mean of course there were a statement on their own you know the sense of like beautiful makeup beautiful products but I mean also giving consumers this confidence you know I mean like I when I look at these products they're just screaming confidence like you know just be yourself don't be ashamed you know and that's the

big I feel like you know with all the marketing we see every day I mean I I still a lot of times I'm like oh gosh it's so cheesy you know with marketing but it's like you know people are always trying to do that if you know what I mean like create the sexy idea but they missed the mark you know so yeah really is about lifting each other up and and creating a brand that you feel the most yourself and through the vehicle of beauty a world where you can be the most yourself that you never dim your light that we want to see all of the wonderful facets.

We do not want you to adjust who you are to make others comfortable but we also need to leave space for those around us to do the same you know don't judge everyone look for the best in each other and through the shared you know love of beauty and and you know through the beauty community let's let's get closer together let's lift each other up and start celebrating the fact that's sometimes it's just even more fun to get dolled up and it is even to go out and just you know how you're going to do it.

We have a good time again and start start celebrating life again right absolutely oh my gosh I could not agree more and you know with that I really want to ask you you know having been in the industry for a while and seeing all the you know just seeing everything right I mean you've seen all these amazing brands all the not so amazing brands you know what happened in your opinion like when you look at the landscape of beauty like what do you think has changed or remained the same and tried and true over the years so far.

I think that because it's such a lucrative business you saw a bunch of people rushing in like it was a gold mine just trying to you know just trying to make money and weren't really interested in the art of it although many were and you can tell those brands from the ones that weren't and I think that the important thing is is bringing something unique to the game having your own vision creating your own perspective of beauty and bringing that and having an authentic brand of an authentic heartbeat those are the brands that I love and that's what I love.

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