A Dirty Little Makeup Secret Update

This story is about two or three years in the making, stemming from a previously written article. Most of my information was and is based on consumer reports from various beauty box subreddits. I will link them throughout as needed. Subreddit/consumer reports are especially vital as it is often difficult to depend upon brand and company transparency. There is often very little transparency from companies. 

Two years ago, I chronicled an incident where I noticed that supposedly "different" brands featured in subscription boxes such as ipsy, were actually not indie brands and all owned by the same person, an Emanuela deFalco. At the time I called this an "Ipsy Conspiracy," and while of course that article got no attention because this is an obscure little blog on the world wide web, major developments happened that I had no idea about. 

I would be more careful to call anything a conspiracy in these times, due to the legal implication, as well as the loss of credibility one who uses the word un-ironically would face. 

While I have unsubscribed from Ipsy for about two years now, and have lost track completely of beauty box/subscription service drama, some passing quarantine boredom prompted me to check back in. 

Has anything new happened? 

At the time, I was able to verify that Emanuela DeFalco was the CEO of the following brands:

-DLS (Dirty Little Secret) Cosmetics, the mothership brand, started in 2013

-Luna by Luna Cosmetics

-Bang Beauty

-Steve Laurant Beauty, with clear documentation proving it's just alibaba whole-sale, found here.

At the time (2018), a total of four "brands," with identical website configurations, the same photography company (verified in this reddit post from two years back) , the same packaging and ingredients, the same sub-par quality, and the same inflated prices. 

DeFalco, a self-proclaimed "entrepreneur," who started DLS (a fitting name) Cosmetics with a loan of $10,000 from her father, (Founder and CEO of FinCredit, Inc), was not necessarily trying to hide the fact that she was essentially Mom from Futurama who was just a little more subtle with branding. 

Pictured: Emanuela DeFalco's second release from her skin care brand, Faccia

Granted, was all this illegal? Well, I'm not a lawyer. But, as documented in my first post, these practices undoubtedly compromised the image that Ipsy was going for. I can only imagine that either 1.) Ipsy did not know, or 2.) could not weather the demands of this arrangement, or 3.) did not like the consumer feedback/response, which continued long after I dropped the story.

In the gap time of 2019-2020, more reports of additional brands under DeFalco's name cropped up. These are:

-Basic Beauty, verified in this reddit post. 

-Give Them Lala (as documented on a LinkedIn post of Joseph DeFalco (maybe an uncle?) documented in this reddit post. 

-Faccia, which claimed to be a luxury skin care brand, despite its non-luxury ingredients and absolutely no brand story/identity. Read here. To make matters worse, consumers confirmed what was already long suspected of her other brands- they were private labelled from wholesalers, in this case, Alibaba. Read here, too, for ingredient break-down.

The Faccia gold stuff resold from Alibaba seemed to be the major tipping point for many consumers, who were horrified at the apparent misinformation and false promises. 

It is important to note that there may be many more brands, not just owned by DeFalco, out there that operate in the same way. They seem to be like a hydra. For our purposes, we know now of at least eight (listed above) that DeFalco runs. 

But how did the subscription boxes respond to this outrage?

As of February 2020, Ipsy no longer sells Luna by Luna, Steve Laurant, Bang Beauty, and DLS cosmetics from their marketplace, documented here. This occurred after they sent an email to their customers, saying they will not work with her anymore. A much different response than two years ago, when they wrote to me informing me that these are indie brands. It looks like one other box dropped them, Fashionista. 

Boxycharm, however, seems to be another story. While you can't search the site directly from items, and you cannot (without an account) determine what items may be available in boxes, a google search will get you access to their marketplace, where one could purchase items directly. In this case, as of late May 2020, they are still selling Steve Laurant lipgloss for $22.00 (lol), gloss from Luna by Luna for $18.00 (also lol). It is funny how arbitrary the price point is for both of them. Though neither Boxycharm, nor Luna by Luna reports ingredients or amounts, I am sure they are identical. By the way, it is the law to produce ingredients, so I am not sure why neither has.


Amazon lists the ingredients for the Luna gloss, though, as "POLYISOBUTENE, MINERAL OIL, ETHYLHEXYL PALMITATE, CAPRYLIC/CAPRIC TRIGLYCERIDE, ISOPROPYL MYRISTATE, SILICA DIMETHYL SILYLATE, PHENOXYETHANOL, CAPRYLYL GLYCOL, MAY CONTAIN: TITANIUM DIOXIDE, MICA, IRON OXIDES, RED 6 LAKE, RED 7 LAKE, YELLOW 5 LAKE" These ingredients also appear for a brand called KAB cosmetics, which has ties to a different group of reality-tv show people, but I am sure there are shared contacts and backing for both of them. Amazon Singapore also gives ingredients for Steve Laurant gloss (here, but link may expire), and surprise, surprise, they are the same.

Boxycharm also is still selling the Faccia face cream, but a reddit post revealed that after a consumer left a message about the Faccia/Ali-baba scandal, Boxycharm was unwilling to pull the plug on them. I could not find any apparent ties just yet between DeFalco and Boxycharm that would indicate something rather sinister, so for now I am just going to chalk it up to Boxycharm's greed and disdain for its own customers. 

Most of these businesses still seem active, unfortunately. Their sites are still up and running, and taking people's money. Boxycharm still seems like the last hold-out, but Ipsy's distancing seems like a big step. Two years ago, I was skeptical that all these brands would still be around, since they seemed like a ploy to make cash fast and run. 

I still feel that way, though, and am certain these are brands just exist to fill the subscription boxes of those brands who consider this type of business (subscription services) a way to cut corners. 

This story isn't finished, I don't think. While activity for everyone has slowed due to the pandemic, it remains to be seen what the future of these brands will be, and, to a greater extent, subscription boxes. I do not think S.B. can continue to thrive of this model of low-quality and low-transparency. 

For the consumer- take heed. I abandoned subscription boxes long ago, because I figured if I wanted one specific thing, I would just buy it. I didn't want to play essentially a game of risk with my money. When it comes to your own money, consider what (and who) it goes to.