Red Hot Makeup Branches Into Adult Market

LOS ANGELES—Lisa Martines was not that different from many others who grew up, got jobs, supported their families and did whatever it took to be a productive member of society.

“I did the 9 to 5 job for years, working in the corporate world, but that was never my real passion, my real calling,” she said.

Instead, she was inspired by makeup. The colors, textures, abilities to change people’s appearances fascinated her. She would experiment not only with her own look, but with her friends’ too, finding that one feature that she could highlight and accentuate to bring out true beauty.

“I was always a bit of a girlie girl when it came to makeup,” she told AVN. “But I never believed I could make a career of it, so I went into the world of marketing instead.”

But her passion for makeup never really left. As a side hobby, she taught herself through trial and error how to apply different products, what shades worked on what skin tones, how to combine colors for the most dramatic effect.

Through her professional career in marketing, she was eventually able to work with major cosmetic companies, and learn even more.

“I finally decided to take the leap, and start something for myself,” she said.

That something is Red Hot Makeup, a company that allows Martines to work with clients, using her own makeup brand of the same name. Martines showcased her line, which is already making a splash in the mainstream world, to the adult market during the 2010 AVN Adult Entertainment Expo.

With a sexy little red-haired devil as the mascot, and product shades named “Naughty Girl,” “Mistress” and “Seductress,” Red Hot Makeup is a natural fit for the adult industry. Martines, who grew up in Southern California and is familiar with the adult industry’s history there, believes her makeup line is a perfect fit for that industry. There are starlets always wanting to look their best, and retailers always looking for that next unique item to stock, she said.

“It’s a little more fun than some other makeup lines, but the quality is there and it lasts,” Martines said. “The names of the shades are perfect for the adult industry, since they are a little on the flirty and naughty side.”

The Red Hot Makeup line features everything from mineral foundations and concealers to eyeshadows, eyeliners, lip glosses and more. Each product comes in a variety of styles and colors.

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