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SHMINK Cosmetics, established in 1998 in Montreal, Quebec, is the dream come true for Steven Reti, a makeup artist with an eye for beauty, a head for teaching and the hands to put it all together.

After a limited collection was launched at Expressions Beauté, located in the Côte des Neige district of Montréal, SHMINK made the move to Château de Beauté Evita on Décarie Boulevard and the iconic Upper Village Spa in Toronto on Eglinton Ave.

The basic premise of the business was present right from the start, as SHMINK was built on philosophy of makeup education and demystification. More specifically, the company’s goal is to focus on make up education.  Using the right products, tools and training, to do your makeup as well as any professional. This is the core belief of our company: “We don’t just sell great cosmetics, we teach how to use them”.

Today, the collection has grown to include over thirty product lines, each offering a wide variety of tools and colours. The company is headquartered in Montreal, Québec.


  • Simplifying makeup application

  • Educating everyone  to do her makeup like a pro

  • Offering know-how and support through SHMINK ACADEMY

  • First cosmetic company to offer regular make up tutorials by
    Shmink make up artists on website and YouTube.

  • Creating an international reputation as a fashion specialist

  • Developing high-end products at reasonable prices

About Us: About
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