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Two Female Entrepreneurs Turn Life’s Challenges Into Makeup ‘War Paint’

Tori Robinson and Leah O’Malley developed a friendship through their respective boyfriends. Those relationships ended, but the bond between the two women didn’t. They funneled their frustrations into creating a cosmetics line they hope resonates with young women called Boys Lie.
“Boys Lie became our mantra to get us through tough times,” said Robinson. “It literally became the excuse for everything,” added O’Malley. “Our makeup is the war paint used to battle heartbreak, a bad day at work, or any other form of adversity.”
Only 24 years old, the duo joins a growing list of young beauty founders such as Kylie Jenner and Ally and Taylor Frankel who believe they have an ear to the ground of what consumers want.

Boys Lie packages sport what the founders call “an evil cupid who falls for people you shouldn’t.”

Boys Lie, consisting of 48 stockkeeping units, launches Nov. 8 on boyslieofficial.com. There are five products — four highlighter shades, eight eye shadow palettes, eight lip glosses, 12 lipsticks and 16 liquid lips.
The tightly edited lineup was designed to build momentum for the brand, which retails for between $15 and $34. Other items in the pipeline include hair care and cheeky apparel. “We can create new items in

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Via:: https://wwd.com/beauty-industry-news/color-cosmetics/entrepreneurs-turn-lifes-challenges-into-makeup-war-paint-1202897071/