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Meet Susan Posnick of Susan Posnick Cosmetics in Design District

Today we’d like to introduce you to Susan Posnick.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
From the time I discovered VOGUE around the age of eight, I knew that fashion was my destiny. As much as I loved the clothes, I became especially fascinated with the makeup and hair. Growing up in a small town in MA, I had no idea how I could even enter that world, but soon after college I was, quite by chance, introduced to a very successful photographer in NYC who became my mentor. He introduced me to other photographers and I began ‘testing’ with models. Over the next 15+ years, my career as a makeup artist blossomed. During that time, I was fortunate enough to travel the globe doing makeup. I ultimately landed in Dallas and decided to make this great city my home base.

20 years ago, I was diagnosed with skin cancer and quickly discovered that I was allergic to chemical sunscreens. Thus began 3+ years of seeking our chemists and packaging that would make it possible to create a foundation that would be healthy, lightweight, portable, and natural – and contain sun protection ingredients. I was then ‘on a mission’ and re-directed my passion for makeup artistry into the development of my first product COLORFLO – a dry, brush-on, self-dispensing, refillable, portable and versatile product. My goal was to make a product that would make it simple and easy to reapply sun protection throughout the day, and every time you did so, your skin would look even better.

Over the years, Susan Posnick Cosmetics continues to grow organically, adding additional multi-use products to the line that are travel-friendly and healthy. My cosmetic line takes a different approach to makeup-maximum results with minimum products., The Susan Posnick collection is about your ‘beauty basics’, the products that give you an easier, simpler, way to enhance your natural beauty – makeup for your everyday life.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road to success has not always been an easy one. Starting off, I didn’t know what I didn’t know as I was motivated by my passion and desire to make a difference, not the desire to be an entrepreneur. If I had a chance for a do-over, I would have found the right partner to manage the business end of things early on. Fortunately for me, I have her now – a woman who has been a customer for over 10 years and came with a background on Wall Street!

I was one of the very first to create a mineral makeup, and early on it was quite a challenge to get people to understand what the COLORFLO product was. Then, around 2005, mineral makeup became ‘the thing’ and we were on a roll. My business grew quickly. Our number of accounts grew rapidly, and with it came an increase in employees. We opened the UK, the Netherlands, Japan and more. I figured business would only continue to grow. Then came 2007 – the recession, and everything shifted again, At the same time, we were having issues with the packaging of COLORFLO – our hero product. We ultimately cut staff to the bare bones and continued on, I could have shut my doors, but it has always been my belief that what I was doing was right and the loyalty of my customers validated that. I was making a difference and – maybe even save some lives, and that was reason enough to continue. My philosophy of ‘decluttering’ your makeup routine by creating healthy, multi-purpose ‘beauty basics’ simply made sense. We just have had to figure out how to relay that message effectively. and it is a work in progress.

The past few years have seen a re-birth of the Susan Posnick brand and it is a very exciting time. We have new products in the pipeline, potential large new accounts, and new employees. We are growing and evolving once again and I am looking very forward to the future.

Susan Posnick Cosmetics – what should we know? What do you guys do best? What sets you apart from the competition?
Susan Posnick Cosmetics is designed to be a ‘lifestyle’ brand. The products and packaging simplify your beauty routine with healthy, multi-purpose ‘beauty basics’, and provide sun protection. We are about making it easy to put your best self forward. My philosophy is more than just about the makeup that goes on your face; it’s about how a little of the right lipstick and blush can make you feel better about yourself, even on the worst of days. This brand is more than just a beauty brand.

I am proud that I have had a lot of packaging ‘firsts’ with my company- the first on-the-go, luxury, self-dispensing, brush-on foundation/sun protection product, which I made refillable to reduce the carbon footprint. and save you money. I brought the first self- dispensing blush pot to the market and was the first to have a lipstick with a magnetic case.

Even more important to me, are the letters and emails I get from customers who have told me that my products have changed their skin-often in turn, building their self- esteem. I may have saved someone from getting skin cancer. Hopefully, I am preventing a lot of women, especially younger ones, from getting unwanted lines and sunspots on their skin, as the sun is the #1 factor in causing the skin to age.

I am proud of receiving a humanitarian award in Austria for what has been my life’s work. I am proud of the amazing team we are building here to move us forward. We appreciate that it is our customers who make us successful and do all we can to make them feel special.

What moment in your career do you look back most fondly on?
The proudest moment of my career came this past April when I received the My Aid Humanitarian Award at a Ball at the Hofburg Palace in Vienna, Austria, with over 2000 people in attendance. I received the award for my work in helping to prevent skin cancer with the development of products that make applying healthy sun protection easy. To say the least, I was humbled and honored.

Second to that, was the day we crossed the 1 million mark in sales. It was quite some time ago, but we popped a bottle or two of champagne!


  • COLORFLO $68.
  • COLORFLO Refill $30
  • COLORME for cheeks and eyes $32
  • COLORCOATED MAscara $28
  • COLOREYEDEFINE liner/shadow $27.
  • COLORDUO Lip Pencil $26.
  • COLORESSENTIAL Lipstick $22

Contact Info:

Image Credit:
Troy Jensen – Fourth Image

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