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Hard Candy Makeup

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Hard Candy was established in 1995 by Dineh Mohajer and Benjamin Einstein with the help of Dineh’s sister, Pooneh Mohajer.  According to various online reports, the birth of Hard Candy went something like this: pre-med senior Dineh Mohajer strikes out at a number of shopping malls looking for a nail color to match a pair of blue sandals.  Dineh uses her chemistry skills to create her own blue nail polish, using her bathroom as a “laboratory”.  Dineh wears her concoction out in public and the public loves it.  Passersby, salespeople, you name it – they all want to know where Dineh found that eye-catching, never-before-seen shade.

The reaction was so overwhelming, Dineh just had to do something.  She consulted with her lawyer sister – Pooneh, who immediately spotted a business opportunity.  Ben Einstein, Dineh’s boyfriend (and co-founder), partnered and started the business with around $200.  Dineh was 22 at the time.  The team immediately got down to business, mixing hues from shades they purchased at beauty-supply stores.

According to Virtual Advisor,, “Not long after this enterprising, creative spirit began mixing hues, she found herself presenting her polishes to Los Angeles’ hot-spot store, Fred Segal, where a young customer nearly caused a scene with her mother, claiming that she must have all four of the sample bottles topped with collectible jelly rings.  That turned into Hard Candy’s first appointment.  With those bottles out the door, Fred Segal ordered 200 of the first pastel colors:  Sky (blue), Sunshine (yellow), Lime (green) and Violet (purple).  Mohajer and Einstein left the store elated and more than a little panicky.  They had no inventory and no production facilities.  They didn’t even have adequate supplies to fill the order.”  The rest is history.

Today, Hard Candy has a loyal following of high profile celebrities and non-celebrity fashionistas alike.  The company has more than 40 employees and revenues in the millions.  Hard Candy sells makeup for the face, nails, eyes and lips.  It also sells body spray, body glitter, sparkling body crayons and flavored body powder.

Makeup products for the face include matte pressed powder, blush, concealer, and moisturizer & primer.  Lip gloss, breath freshening gloss, plumping serum and lip shine round out the lip cosmetics line, and lash lengthening mascara, eye liner, glitter eye gel and liquid eyeliner are part of the eye makeup line.  Glitter mascara, volumizing mascara and eyeshadow are also a part of the team.

Hard Candy colors range from gold, blue and gray to pink, bronze, and red.  Hard Candy colors are anything but subtle, so if you’re looking for soft, you’ve come to the wrong place!  To purchase Hard Candy products, visit Wal-Mart in the U.S.  To check out HC colors online, visit the official Hard Candy website at

Hard Candy Contact Information

Hard Candy
300 Milik Street
Carteret, NJ 07008
Press: 914-925-2300

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