AmazingCosmetics recently celebrated their 10th Anniversary and have a big giveaway coming up in the next couple of weeks (more on that from Beauty & the Blog in an upcoming post). Two of the lovely ladies behind the Illinois-based brand are actually more than just coworkers—they’re mother and daughter. Mother, Sandy Incardona (below, left), and director of sales and marketing, along with her daughter, Samantha Bordignon (below, right), Amazing’s public relations and marketing coordinator, sat down with us to share some insight on beauty today and where we’re headed.
What in your makeup bag right now?
Samantha: What isn't in my makeup bag? I do my makeup on the train, so I carry an arsenal. I always have my
AmazingConcealer in medium golden,
Powder Set to take care of mid-afternoon shine, and our
Blush Matte in hot pink, which is right on trend with the Mad Men-inspired vintage look that's currently making a comeback. Just a touch on the apples of my cheeks makes my eyes brighter and my teeth whiter. Oh, and I can’t forget my teeth whitening pen, Tweezerman mini-tweezers, and a mini Michael Kors Leg Shine.
What’s changed in beauty in the last 10 years, and where do you see it going?
Sam: Nothing goes away—it just adapts. If you look back 10 years ago I was sporting glittery blue eyeshadow with icy pink lips—not my best look, I admit. My mom used to call it my moon-man lipstick. Now, you see versions of those trends. For instance, I still love adding a pop of blue to my eyes with teal liner, and wear hot pink lipstick almost daily, except now I use matte formulas and very sparingly. Everything old is new again.
Sandy: I think consumers are going to get even more involved and informed about what's going into their makeup and how it's being tested. We've always been passionate about not testing on animals and we don't use irritating ingredients. People are becoming more selective in what they use on their face—after all, you only get one!
How are you celebrating the 10 years?
Samantha: Lots of champagne... I’m only kidding! We created a panel of 10 fabulous YouTube gurus—10 women for 10 years—called the “AmazingExperts.” They create product reviews, tutorials, and comparison videos to help our online customers learn as much about our products as possible.
Sandy: We also introduced our anniversary product, the
Anti-Aging Face Primer, to accompany our first-ever formula, the AmazingConcealer.

What are your top steps to achieving your ideal complexion?
Sandy: Your makeup can only look as good as the canvas you apply it to. That being said, you have to make sure you’re paying attention to what’s under the makeup. I always use a moisturizer with SPF, preferably one with AHA or Glycolic in it so it works to increase cell turnover rate. After skincare, you only need four products and five minutes to perfect your canvas. Start off with the Anti-Aging Face Primer. It’s a moisturizer and primer in one, so it hydrates while filling in fine lines and wrinkles. Secondly, apply AmazingConcealer in pin-dot amounts under your eyes and over blemishes. Next up, dust on the Velvet Mineral Powder, or apply with a sponge for an airbrushed-looking finish. I prefer the pressed for it's convenience, but a loose mineral powder works too. Finally, set your look with a translucent setting powder, like our Powder Set. You can reapply throughout the day to reduce shine.
What makeup product can you not leave the house without using?
Sam: AmazingConcealer! I know—I have to say that, right? But it's true. I had tried every concealer on the market before my realization. I'm a self-diagnosed makeup addict. After one day of wearing it, I’ve never looked back. If I have a big day, or a date, I’m reassured that my concealer can handle it.
What beauty trends are you noticing in Hollywood right now?
Sam: I'm loving the return to natural-looking beauty. Women are less tan, which is a blessing for pale people like me! We're seeing fuller brows, thinner lips, rosy cheeks, and barer faces. All of these place a lot of emphasis on how skin should look and feel: healthy.