smashbox

BEHIND THE BRAND

1990: Smashbox Studios is founded by Dean and Davis Factor, great grandsons of Hollywood makeup legend Max Factor. World-class photographers start shooting iconic pics for major magazines, music labels and fashion brands from day one.

1995: Davis, a renowned fashion/celebrity photographer, hosts the first-ever Photo Assistants Show to spotlight new talent, turning Smashbox into a cultural epicenter – a modern-day image factory.

1996: Smashbox Cosmetics is founded. “All of our products carry out of the photo studio and into reality,” Davis says, “because we know if it works in the tough studio environment, it will work in the real world.”

2000: Our signature product, Photo Finish Foundation Primer, launches. The now legendary formula was first created to minimize touch-ups during a shoot so a photographer’s flow wouldn’t be disrupted. “Everybody would go ‘wow!’ when they put it on their face,” Davis says. “When we would put makeup on top of it, the makeup always looked better. It was the first breakthrough product for us.”

2003: L.A. Fashion Week launches at Smashbox Studios. “Our offices are actually at the studios, and these amazing fashion events and photo shoots go on all around us,” Davis says.” There’s a creative energy here that’s unlike any place I’ve ever been.”

2007: As high-def cameras become universal, photographers search for foundations that can stand up to the intense scrutiny, so we developed High Definition Healthy FX Foundation SPF 15. Similar story with our revolutionary Halo Hydrating Perfecting Powder – photogs started asking for a powder that wouldn’t look dry or cakey in pics, so we created Halo.

2011: Smashbox hosts the Hollywood Style Awards. “This is a real place. We have makeup that we’re using on trendsetters every single day, and everyone gets a piece of that,” Davis says. “No other cosmetics brand can make that claim: created, tested and photographed at a real studio.”