Trish McEvoy's modern approach to beauty-rooted in timelessness not trend-has inspired a loyal and devoted following among women of all lifestyles, from the stay-at-home mom and the workaholic, to Hollywood's leading ladies. McEvoy has created one of today's most successful skin care and makeup brands by relying on her instincts and the feedback of thousands of women.

Trish McEvoy, Ltd. was created when, as a New York City makeup artist in the mid-seventies, McEvoy identified a void in the beauty market. Women had all the makeup they needed to look their best, but not the proper tools. Taking matters into her own hands, McEvoy created professional-quality brushes, making the art of makeup available to every woman.

McEvoy's first memories of playing with makeup in her grandmother's perfumery in Berlin, would serve as the seeds for yet another successful venture. She absorbed the effect that scents and essences have on a person's emotions and sense of self, which inspired her to add fragrance to her collection, reflecting her belief that beauty is not only how you look, but also how you feel.

Instinct combined with an innate understanding of her clients' needs and desires led McEvoy to the forefront of innovative product development that emphasized convenience, function, and style. Her trademark half-face technique took the fear of makeup application away from her clients, as they were able to achieve the same level of beauty at home as they received at the cosmetic counter.

Based on McEvoy's no-nonsense philosophy and lifestyle of "stay simple, stay organized," the company's growth continues. Simple designs, clean modern shapes and functionality are what gives McEvoy's creative beauty solutions enduring quality-from skin care, cosmetics and fragrance, to her signature Planner and makeup kits.

With the launch of New York City's Dr. Ronald Sherman/Trish McEvoy Skincare Center on Fifth Avenue, she has pioneered what is now an industry standard-the combination of science and beauty. She has been the recipient of many prestigious awards; including the distinctive Beauty Award by the Cosmetic Executive Women trade organization.

The dream that has fueled her success has always been to teach every woman she meets how to look her personal best. In her new book, The Power of Makeup: Looking Your Level Best at Every Age, McEvoy shows readers how to define their own personal makeup style and organize a makeup routine that best fits their lives.

Today, McEvoy's name is synonymous with the very same principles that are the foundation of her business: real makeup for real women.

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