Marketing Retro Glamour

Gabriela Hernandez's mother's makeup inspired a beauty line

by Coeli Carr
gabriela hernandez image
Gabriela Hernandez
Photograph: Besame Cosmetics

For Gabriela Hernandez, memories of growing up in Buenos Aires include indelible images of her mother and auntscarefully applying their daily makeup. Those beauty rituals fueled her creation of Bésame, a vintage-inspired cosmetics line featuring such items as the fiery red lipsticks of decades past. Several of her products arepackaged in Art Deco–style, floral-motif containers that so strongly evoke the 1920s, they appeared on a vanity in the Oscar-winning tribute to silent films, The Artist. Hernandez, based in Glendale, California, says makeup is still a family affair: “Mom is my chief tester. She tries out whatever I’m working on.”


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First published in the May 2012 issue

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