Lehigh Valley

Behind the scenes of beautyblender

HANOVER TWP., Pa. - Beautyblender sponges, used to apply makeup, are an industry standard around the globe.

Many people don't realize the company that makes them is based right here in the Lehigh Valley.

"It's not complicated. It's just perfect," said Catherine Bailey with a smile, while holding one of the sponges.

She's president of Rea-deeming Beauty, the company that makes them.

"Everybody remembers the pink egg," she said with a laugh. 

15 years ago, Bailey was a product developer here in Pennsylvania, when Hollywood makeup artist Rea Ann Silva came to her with an idea for a special shape of sponge.

"I looked at it and knew that it was what the industry had been looking for," Bailey told WFMZ.

So they teamed up, and the beautyblender was born. 

"Wet, squeeze, bounce. That's your basic typical way of using the sponge," said Bailey. 

In the age of high definition TV, the ability to flawlessly blend makeup and make it invisible became essential.

These sponges have no edges, and accomplished the goal.  

What started as a small business took off. 

"It moved from her garage, to my spare bedroom," explained Bailey. 

And eventually, to their headquarters near Bethlehem in 2012. 

Over 30 million beautyblenders have been made in the last ten years, and they're now shipped to 46 countries. 

Interestingly, the sponges aren't made here; that happens in secret, so no competitors can copy the formula.

At twenty dollars a sponge, the business is lucrative.

But, even though they have offices in New York and Los Angeles, the company is happy with their headquarters right here. 

Their workforce, according to Bailey, is irreplaceable. 

"And the area itself, distribution wise? We're right off of all of the major highways. So it's the perfect place to be," she explained.  

So the next time you see a star on the red carpet, remember their makeup may have been applied by a sponge from the Lehigh Valley. 

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