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Hey, Glams!

Mario Dedivanovic is back and this time, he’s revealing a new side fans and followers haven’t seen yet. In his own words, a new Mario is about to emerge!!!

Since Mario last joined us, Makeup by Mario has grown into a global brand sold in more than 2,500 doors. We talked about how he’s navigating an increasingly crowded Sephora, the discontinued product customers are begging him to revive, whether SKIMS Beauty complicates his relationship with Kim Kardashian, and the makeup “trend” he believes we’ve all been lying to ourselves about.

Keep reading for highlights!

Walk into Sephora right now and you’ll be greeted by an influx of makeup artist-led brands. Mario, however, doesn’t see the current boom as a bad thing—or even a particularly new one.

He pointed to the ’90s, when Trish McEvoy, Bobbi Brown, François Nars, Carol Shaw, and Laura Mercier launched brands in quick succession. Today’s version is simply, as Mario put it, “on steroids.” What the resurgence really signals, he believes, is that shoppers are once again valuing genuine expertise and lived experience.

So how does one stand out? Stop looking sideways. Makeup by Mario released fewer products this year than ever before, going roughly five months between launches—and still became firmly established as a top-five brand at Sephora. In an industry that seems convinced another launch is always the answer, that feels significant.

Mario is aware of trends, but he doesn’t build around them. His hits—from Master Mattes to the SoftSculpt Transforming Skin Enhancer—begin with his artistry and a real need in his kit.

Mario was convinced his Master Lip Palette would become one of the best-selling products in the world. Instead, consumers weren’t quite sure what to do with it.

The palette included primary colors like blue, white, and yellow, plus a removable metal mixing plate that allowed users to customize their own shades. Makeup artists and celebrities loved it, but the average Sephora shopper was left wondering: Is this for me—or is this for a professional?

The product was eventually discontinued. Now, it’s the brand’s second-most-requested comeback, behind Ethereal Eyes, which returned this year.

Mario believes that the Master Lip Palette arrived before BeautyTok turned color theory into common knowledge. Consumers now understand why you might add blue to neutralize an overly orange lipstick or mix pigments to create the exact shade you want, but they didn’t a few years ago.

Mario says he wants to bring it back — would you buy it?

Mario and Kim Kardashian have worked together for nearly 20 years, so naturally we had to ask: What happens when your longtime client is preparing to launch SKIMS Beauty while you’re running one of Sephora’s biggest makeup brands?

According to Mario, there’s no rivalry, and the idea of “my brand versus your brand” doesn’t reflect their relationship at all.

He helped Kim develop many of the original KKW Beauty products, collaborated with her on two palette collections, and said he would still happily test a SKIMS Beauty formula or offer advice if she called. He now does her makeup only a few times a year for special occasions, but the two remain close and talk regularly. It’s all love between the two beauty entrepreneurs. I mean, how could we forget when he was moved to tears by her SNL hosting debut. Mario and Kim forever!

Mario’s prediction for the next phase of beauty? Consumers are finally admitting that no-makeup makeup requires…a lot of makeup.

The goal hasn’t changed. People still want blurred skin, softly sculpted features, and an effortless finish. They’re simply becoming more interested in the products, skills, and strategic layering required to achieve it. Effortless beauty, as any makeup artist knows, is frequently the result of tremendous effort.

Mario also expects more individualism, playful color, soft shimmer, and continued obsession with blur. Blue eyeshadow is part of a larger nostalgia wave, while frost may prove to be a moment rather than a full-blown movement.

And for anyone participating in “no-mascara summer,” Mario has thoughts. While skipping mascara can give an editorial look a cooler edge, he says most of us need it for everyday definition.

Would you buy the Master Lip Palette if Mario brought it back? Do you think brands are launching too many products? And are you embracing no-mascara makeup—or do your lashes require assistance like ours?

Interested in learning more about our Gloss Angeles Confidential program? Click here to learn how you can participate, as a brand or a tester!

You can watch and listen to the full episode on Apple Podcasts (yes, you can watch us on there!), Spotify, YouTube, or wherever you get your podcasts.

MAKEUP BY MARIO - Master Mattes Long-Wear Cream Eyeshadow

MAKEUP BY MARIO | MAKEUP BY MARIO Master Mattes Eyeshadow Palette: The Original 12 X .03 Oz/12 X 1 G

MAKEUP BY MARIO | MAKEUP BY MARIO SoftSculpt Transforming Skin Enhancer 0.18 Oz / 5 G

MAKEUP BY MARIO | MAKEUP BY MARIO F4 Dual-Ended Foundation and Face Brush

MAKEUP BY MARIO | MAKEUP BY MARIO SoftSculpt Cream Contour & Bronzer Shaping Stick 0.37 oz/10.5 G

MAKEUP BY MARIO | MAKEUP BY MARIO Ultra Suede Sculpting Lip Pencil Smokey Pink 0.049 oz/1.4 G

MAKEUP BY MARIO | MAKEUP BY MARIO Ethereal Eyes Eyeshadow Palette: The Original 0.04 Oz X 12

MAKEUP BY MARIO | MAKEUP BY MARIO Master Mascara Volumizing & Lift Perfect Brown 0.45 oz/13.5 mL

MAKEUP BY MARIO | MAKEUP BY MARIO SurrealSkin Talc-Free Soft Blur Setting Powder 1 Fair Pink 0.53 Oz / 15 G

MAKEUP BY MARIO | MAKEUP BY MARIO SoftSculpt Transforming Skin Perfector 0.31 Oz / 8.8 G

MAKEUP BY MARIO | MAKEUP BY MARIO Master Blade Brow Pencil Almost Black

MAKEUP BY MARIO | MAKEUP BY MARIO E7 Dual-Ended Eyebrow Brush