With a newborn and 90 minutes before the next feeding, her mom said, “Why don’t you run out for dinner.” Debra Roberts needed more time to get herself together and dressed and realized there was a need for a streamlined make-up process. She had been a make-up artist for many years and even worked in the development area with a cosmetics company. “I knew what was involved in creating product and had an idea for busy moms.” 
Wanting to save time, she did some hands on research after that missed night out for dinner in the early months with a newborn. “One day when Daisy was napping I worked out a way to do my make-up in less than six minutes and this became the heart of my new venture.” Debra realized that she, like many other busy moms, needed a streamlined process for make-up, but still wanted professional results, so she decided to market her application technique and develop the products as well.
She reached out to her contacts in the business and started to work on developing her line. She called the line Mommy Makeup, but anyone who wants to simplify her routine can use the products which include pressed mineral make-up (“Loose powder is way too messy and time consuming.”), a tinted brow gel that can touch up the hair line, a 3-in-1 eye shadow and liner, a waterproof gel eyeliner and a 3-in1 cream for eyes, cheeks and lips. “It was a two and half year road,” and friends in the business helped her find the right a manufacturer. Debra says, “It was important to be made in the USA, allergy tested, cruelty free, talc free, oil free, fragrance free and paraben free.”
Her signature kit, called the Pretty n’Polished Kit, contains six products, – Mommy’s Little Helper Concealer, Mineral Dual Powder with SPF 15,Mineral Bronze-n-Blush, Eye Triplets Shadow, Lush Mascara, and Mommy’s Kisses Lipgloss and Liner in One – and a paint by number instruction guide and face chart, all in a smart make up bag. Users can even view a video tutorial on-line and see how Debra gets herself “pretty n’polished” in six minutes. What makes it better than what you can buy in a drugstore. Debra says, “The products are make-up artist quality with quality textures and consistencies, yet are quick and easy to use.”
Now that she had a product, how to sell it? “My first sales came from an e-blast I sent to family and friends.” In 2006, Debra started her web presence and began attending trade shows for beauty and maternity. Her husband set up the web site and she says, “He is the Daddy of Mommy Makeup.” Then she started to gain steam. “On-line retailers started to offer the line and I had to get my business ready for growth.” With an office near her apartment in Manhattan, the products are stored in a warehouse in New Jersey. “We do all of the shipping ourselves.”
Adding to her line, Mommy Makeup now offers additional kits, multi-purpose collections and other fun things. With four employees, Debra works all the time. “But I love that my hours are flexible. Sometimes I work before the kids get up, sometimes after they go to bed, but I can decide what my day looks like.” With two girls, who love make up, now, ages 9 and 4, her days are filled. As a sweet homage to her girls and their friends, the Mommy’s Kisses Lipliner and Lipgloss comes in shades named after them – Daisy, Riley, Isabella, Emily, Emma, Olivia and more. What more could a mom ask for, a no nonsense make up regimen after her own heart.
Mommy Makeup kits now in the VentureMom Shop.
VentureMom Tip
If you find a way to solve a problem, create a venture around it.
