Sacramento makeup artist creates own comestics line –

Posted: Saturday, April 19, 2014

SACRAMENTO – It wasn’t enough for makeup artist Sidney Le to just make people pretty. She wanted to give people the tools to do it themselves. So, she created her own line of makeup.

“In high school, I was the go to girl for prom makeup,” Le explained. “I just really loved beauty.”

She’s been in the industry for 14 years.

“It’s not about a job, ” Le said. “It’s basically making someone else feel good.”

Whether it’s learning the newest cosmetic trends or dolling you up with eyelash extensions, Le is constantly stepping up her beauty game. So, it’s no surprise she created her own line of makeup called Blink Beauty.

“A lot of time people can’t afford the higher end cosmetics, so my main goal is to find makeup that is really high quality for a fraction of the price,” Le added.

For instance, some palettes costs only $12.

Blink Beauty makeup is manufactured overseas in Asia.

“I traveled back there and actually tested out the products myself and chose each one,” Le said.

It took three years, but Blink Beauty finally launched in December.

Blink Beauty was the makeup sponsor for Sac Fashion Week in February. Sac Fashion Week director of makeup Jasmine Cardenas said picking Blink was about more than just supporting a friend.

“Since I’m a Sac native I’ve always wanted to support local,” Cardenas explained. “And I’ve always trusted her judgment.”

Other makeup artists are incorporating Blink Beauty into their kits, too.

“All of the products – the color payoff is amazing,” Selena Nevarrete said.

That means a little bit goes a long way.

“The brushes are incredible,” Nevarrete added. “As a makeup artist, that’s most important part of my kit.”

Le teamed up with her fiance to make Blink happen.

Right now, they wholesale to vendors and she’s getting it into local beauty schools.

You can also shop online at or go to her store in Sacramento.

“This is only the beginning,” Le smiled.


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