SOURCE: Makeup & GO!

Makeup & GO!

May 24, 2010 15:33 ET

Hollywood Exec Launches Makeup&GO!

Affordable Pro Beauty Services for Time-Pressed Women

LOS ANGELES, CA--(Marketwire - May 24, 2010) -  Until now, busy women on-the-go desiring a professional makeup application for a special occasion, night on the town -- or just because -- needed to rely on cosmetic counters at traditional retail destinations, or having the luxury of a pro artist that can cost hundreds of dollars or more. Now, thanks to the beauty genius of leading entertainment executive Lori Sale, there's a dynamic new option called Makeup&GO! ( -- offering affordable services in an inviting, mod environment, staffed by pro artists, using only top products from choice, boutique brands. A game-changing point of difference: there's no obligation for customers to buy makeup because Makeup&GO! doesn't sell it, just makeup applications starting at $18. Bubble, a blow dry studio located within the same space, will launch June 10 to complete the one-stop shop beauty environment. Welcome to GOrgeous time!

Sale, recognized as one of the top 100 women in Hollywood by Variety and The Hollywood Reporter, recently found herself in the enviable position of having a ticket to a Red Carpet-like event -- but without any way to have her makeup done professionally -- both affordably and without feeling obligated to buy cosmetics on the spot. Determined to change the paradigm, she introduced Makeup&GO! so all women can now have an accessible way to simply get gorgeous anytime. In addition to the flagship Brentwood location opening today, Sale plans to unveil additional Los Angeles-based studios this fall as well as roll-out nationwide beginning 2011.

A beauty industry first, comparable to a weekly mani/pedi appointment or blow-out, Makeup&GO! transforms the concept of professional makeup application from something women previously reserved for special occasions to an everyday license. "Let's face it, makeup always looks better when applied by a professional artist," says Lori Sale, Founder and CEO of Makeup&GO! "Makeup&GO! grants women permission to indulge themselves -- occasion or not -- anytime they feel like it."

Sale has collaborated with Janet Hector, a beauty industry veteran, to turn Makeup&GO! into a breakthrough destination -- where perhaps for the first time, women can experience prestige brands in pro artistry service environment. Hector envisions a model where all entities -- retailers, brands and artists -- have new opportunities to engage with today's fast-moving customers.

Makeup&GO! artists will work with a compelling mix of go-to cosmetics to create customized looks based on clients' preferences -- from classic daytime to amped-up glam to night-time hipster chic. Juice Beauty, mark, Smashbox, tarte and temptu, are the starting line-up, chosen for their range of attributes, benefits and appeal to a broad range of ages, skin color and style.

Makeup&GO's menu of services ranges from GO! Touchup, a 15-minute, mini makeover for eyes, lips and cheeks, to GO! All Out, a full face application complete with wash-and-toss lashes. Following their session, customers leave with a face chart detailing products and shades used, including home application tips so they can buy what they like, on their own time and terms. Clients are encouraged to schedule an appointment, but may also feel free to drop in any time. 

"We are so excited to be working with such a talented team of local artists who are embracing this opportunity to be part of something new where they can do what they love doing most: making women look and feel gorgeous," explains Hector. 

Located in tony Brentwood, Makeup&GO! evokes a contemporary studio, with clean lines, super-sanitized applicators, rock-out music and a fully-lit dressing room, with 360-degree mirrors, complete with professional steamer -- so ladies can don their duds and head out the door stat! Bubble Blow Dry will feature apothecary haircare line, Malin + Goetz -- so guests with a bit more time available can opt for a quick, blow-out to complete their look.

And, if last-minute gifts are in order, Makeup&GO! also sells GO-Gifts, a curated menagerie of must-have items, ideally suited for the gracious hostess, birthday girl or baby shower.

Makeup&GO!, located at 13038 San Vicente Boulevard (corner of San Vicente & 26th Street), opens on May 25, 2010. Hours of operation are 8am to 8pm Tuesday through Friday, 10am to 8pm on Saturday, and 12pm to 6pm on Sundays. To schedule an appointment, please book online at or or call 1-310-451-6253. Makeup&GO! will make house calls and travel artists to any event location via its fully-outfitted mobile beauty bus, Makeup&GO! 2 GO!

Contact Information