When it comes to beauty, GRAZIA takes our product recommendations very seriously because we know that what we put on our body is just as important as what we put in our body. That is why we are obsessed with telling you about SBLA Beauty and its founder Randi Shinder.
SBLA Beauty is a skincare brand backed by science that delivers revolutionary tools designed to help all ages age beautifully. Their Sculpting Wand products offer alternatives to invasive in-office procedures — specifically focusing on the neck, chin and jawline — so that everyone can love their skin without cosmetic surgery. Of course, no amazing beauty brand is complete without a badass female founder, which is why we are obsessing over Randi Shinder.
This blonde-haired beauty is a trailblazing contributor and disruptor in her industry, working with household names since the start of her career. Shinder began her journey making waves in affinity and loyalty marketing where she worked on the first teen loyalty website with popstar Britney Spears, Youtopia.com’s official brand ambassador.
“Working with talent such as Britney is always very exciting, especially at that time during her career. That was during her ‘Oops… I Did Again’ era and she was at the top of the charts, so to have her on board for this couldn’t have been more amazing. When we worked together, I witnessed an intriguing young woman, who was focused and knowledgable about what we were working on together,” Shinder exclusively tells GRAZIA. “I’ve always hoped for the best regarding Britney. It’s sad to think back about it now, with all that has happened to her within the conservatorship and legal battles. I’m sure she will come out of this, ‘stronger than yesterday’ to quote her own song.”
Youtopia.com dominated the market as Shinder started immersive experiences for users, including virtual shopping sprees with celebs including Justin Timberlake. They even had the largest webcast event streaming online with Yahoo.com at the time — talk about the start of career success!
Her next celeb venture came after the success of launching her own beauty brand in 2002, a passion of hers, focused on fragrance. CLEAN Perfume was based on the notion that “women just want to smell good”. Shinder explains to us, “The story behind CLEAN was simple and literal: I didn’t wear fragrance back then, but I showered… and people would ask me what I was wearing. That’s where the idea came from.” According to RandiShinder.com, “CLEAN became one of the most successful independent fragrance brands and is distributed worldwide.”
Shinder’s large celebrity following, as well as the success of CLEAN, led to her next partnership with multi-platinum recording artist, Jessica Simpson. Together, they created the prestige beauty brand, Dessert Beauty — the only multi-sensory beauty experience based on scent and flavor. When asked how this dynamic duo partnership came to be Shinder explains, “The concept of Dessert was such a fun, tongue-in-cheek — but very well thought out — concept and at the time, Jessica was that All-American Girl You Wish You Had Next Door. Everything she did was also tongue-in-cheek and had such a HUGE impact on pop culture, every word she said was the topic of conversation back then.”
“She had that Marilyn Monroe factor going for her, the ditzy blond in front of the camera but full of ambition behind it. She was who every girl wanted to be and the girl every straight guy wanted to be with. The combination of her and Dessert made perfect sense and Dessert went on to become the first $10 million brand that Sephora ever had.” Shinder continues to admit, “I also feel this helped catapult her into the strong businesswoman she became and I’m proud to have played a role in that.”
And if that isn’t enough to get you sold on Shinder’s success, this beauty guru also partnered with actress Sophia Bush to produce a new line of fragrance, called I Smell Great, in 2014. This fragrance was focused on pure extraction and Scent Sphere technology for the female market, promoting women to mix and match, create and reactivate to be great.
I Smell Great was different from Shinder’s previous ventures in the fact that social media was on the forefront. “That was one of the first times we were working with a celebrity where Instagram was a major component of the partnership and Sophia was the quintessential professional during the time we worked together, and always delivered posts and videos that resonated perfectly with our target audience,” Shinder exclaims.
And that brings us to today, after years of experience in the beauty industry, Shinder has taken her skills and created her most revolutionary brand yet — and a personal favorite of ours here at GRAZIA — SBLA Beauty. Their mission is to deliver products that women want but cannot find, providing safe, effective and affordable skincare tools to age beautifully.
With her massive celeb following, of course the brains behind this beauty empire partnered with supermodel and entrepreneur Christie Brinkley as her partner. “With Christie, she represents such confidence, endurance and beauty even to this day, she’s an evergreen icon. When she approached us about collaborating, we knew that we wanted her to be more than just a face added to the brand seeing as that she is very hands on with the projects she gets involved with, which is why she became an active Equity Partner in SBLA as well,” says Shinder. This dynamic duo has worked to launch new products for SBLA Beauty in 2021 and take the conversation around aging beautifully to the mainstream media.
Although Shinder has developed some of the most iconic beauty brands we know and love, she is not done yet! As mentioned on SBLA Beauty’s website, “In the coming years SBLA Beauty will continue to develop scientific-based, clinically proven, unique skin-care products, expanding to bring SBLA to women around the world.”
When asked about what the future of her work looks like Shinder tells GRAZIA, “I want to continue to not only to identify the voids and fill those within the industry, but to also evolve those ideas where consumers can continue to feel comfortable and confident with the choices they are making to not only improve how they look, but also how they feel about themselves on the inside. Inner beauty is just as important, if not more, than outer beauty. At the end of the day, you must feel good, in order to look good.”
And of course, more beauty brands means more celebrity partnerships! “There are so many people that I would love to work with,” Shinder thinks aloud. “I’m always drawn to people that serve as disruptors with the industries. I could see doing something with some of the younger girls that are showing so much drive and come across as great examples of what it to be a powerful young woman, someone like Zendaya or Dove Cameron would be amazing.”
“I also love everything Gabrielle Union stands for, she is a beacon of wisdom, strength and a great example of a working woman who is still grounded in with her family. Same with Zoe Saldana — adore her.” Specific to her current company Shinder notes, “And with SBLA, I’ve been wanting to extend the reach of the brand into the men’s market and have always envisioned a Rob Lowe or Matthew McConaughey for that.”
Keep scrolling to start shopping Randi Shinder’s latest life-changing brand, SBLA Beauty, today. And join us here at GRAZIA in becoming a part of the hundreds of thousands of women who are aging beautifully in the comfort of their own home!
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