“Beauty Blender” Is An Award Winner!

WWR Staff

WWR Article Summary (tl;dr) Two female founders who invented an egg shaped reusable make-up applicator called the “Beautyblender” were recognized for their astronomical success in the beauty industry. “Rea.deeming Beauty” which relocated to the Lehigh Valley in 2007, has sold more than 6.5 million specialty make-up sponges which have become a “must have” for make up artists everywhere.


On Tuesday night, Rea.deeming Beauty founders Rea Ann Silva and Catherine Bailey walked away with the top award at Ben Franklin Technology Partners of Northeastern Pennsylvania’s iXchange.

The women received the award for Entrepreneurial Achievement during the event, which drew more than 450 people to Lehigh University’s Zoellner Arts Center.
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Rea.deeming manufactures the award-winning elliptical-shaped beautyblender® makeup applicator which combines an innovative design and material, to allow for line- and streak-free makeup application. Rea Ann Silva, a veteran make-up artist for TV and film came up with the idea for the edgeless, reusable sponge while working on a TV show and grappling with high definition television.

Previous sponges were typically manufactured in a triangle shape which isn’t as helpful for blending. The shape and the material of Rea’s invention (which she created along with manufacturer Catherine Bailey, helps with blending and sculpting for a smooth contoured look. The re-usable sponges work so well they can often replace a full set of make-up brushes.

Rea.deeming recently completed work with Ben Franklin and Lehigh University’s Enterprise Systems Center to enhance its production and fulfillment capabilities to meet steep increases in demand. The result was a productivity increase of more than 28%. Since the company was established in 2007 it has sold more the 6.5 million sponges, raking in $130 million in revenue.

The company which relocated to the Lehigh Valley in 2007, now employs 76 people. It won the 2015 Fastest Growing Company in the Lehigh Valley and has more than tripled revenue over the past three years. Inspiring news on women in business in Pennsylvania!!!!!

The iXchange combined the presentation of Ben Franklin’s 22nd annual Innovation Awards and networking sessions.

Other awards went to:

–Incubator graduate: Crew Systems Corp., Carbondale, Lackawanna County

–Innovative application of technology: Custom Processing Services, Reading; Hydro Recovery LP, Blossburg, Tioga County

–Manufacturing achievement: Vigon International Inc., East Stroudsburg

–Partnership: Douglas R. Petillo, managing partner, Navigant Venture, Glen Mills, Delaware County.

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