Alicia Grande, the CEO and Founder of Grande Cosmetics and the creator of GrandeLASH-MD, is a trailblazer in the beauty industry. With a focus on empowering women, delivering innovative products, and giving back to the community, Grande’s journey is a testament to grit, passion, and vision. In this interview, she shares with NEW YOU her personal routines, professional challenges, and advice for aspiring entrepreneurs.

What inspired you to start Grande Cosmetics?
AG:
In 2006, I was dealing with postpartum lash loss and came across a product at a trade show that enhanced lashes. I tried it, and my lashes doubled in length and thickness! I knew I had to bring this to the world, so I launched GrandeLASH-MD, my first product, with my last name—Grande—representing big, bold beauty.

What were the first steps in launching Grande Cosmetics, and what challenges did you face?
AG:
After negotiating a small production run, I struggled with marketing due to limited funds. I attended trade shows and sold $8,000 worth of products at my first event. When my husband lost his job in 2009, I decided to travel nationwide to promote my product. It was exhausting, but I was determined. Every dollar I earned went back into the business, and I worked from my house with one part-time employee. Now, my products are sold at prestige retailers such as Sephora, Ulta Beauty, and Amazon Premium Beauty, and we are proud to be the #1 Lash & Brow Serum Brand in America.

What has been the most rewarding part of being in the beauty industry?
AG:
Hearing stories from customers about how my products boosted their confidence is incredibly fulfilling. One woman told me she was so depressed during COVID, but using GrandeLASH-MD made her feel good again. Helping women feel confident in their natural beauty never gets old.

What advice would you give to women looking to start their own business?
AG:
Women are amazing multitaskers, but you need to take care of yourself first—your health and energy are key. Treat your business like your child, nurture it, and have patience. Stay passionate, don’t take rejection personally, and always ask for what you want.

What are you most excited about for Grande Cosmetics in 2025?
AG:
With Grande Cosmetics entering its 17th year, we are already in 67 countries, but we’re expanding even more internationally, including India, and continuing to innovate with products like the GrandeBROW 2-in-1, which combines tinted brow gel with a brow-enhancing serum. We have many other cutting-edge products on the horizon, and I can’t wait to see how our products enhance lashes and brows worldwide!

What is your personal wellness and beauty regimen like?
AG:
For wellness, I love hot yoga, which I do three times a week. It’s detoxifying and gives me so much energy. I also enjoy hiking with my dogs, Lance and Deuce, at the beach or in the mountains. In terms of beauty, I use SkinCeuticals Vitamin C serum after washing my face, followed by a hyaluronic acid moisturizer. I love Estée Lauder’s under-eye cream and always finish with SPF for sun protection. I’m 55, so anti-aging products are a must for me.

Alicia Grande’s journey proves that with persistence, passion, and a focus on empowering others, success is not just attainable—it’s transformative. Whether it’s creating groundbreaking beauty products or mentoring young professionals, Alicia continues to inspire through her work and vision.