Beauty Alibi

A microloan from the Rising Tide helped Carmen Toro expand her business through the internet.

Established in 2007, Beauty Alibi LLC., created its own line of mineral makeup.  Carmen Toro started running her business from her home and selling to close friends.  With the help of the Rising Tide, she was able to complete the website’s design and logo, allowing her to promote the business in her native of Puerto Rico and offer Beauty Alibi products online to clients worldwide.

Taking the Business to Success

Ms. Toro is an experienced make up artist and esthetician who has worked in well-known salons in the area for more than 13 years. Ten of those years she spent increasing sales of a major cosmetic line.  Carmen was so successful in her sales that  she decided to develop her own line of makeup and with having the contacts in the industry she has made that dream come true. She wanted to provide a product that would accentuate a woman’s assets and confidence.

“its about confidence and taking time for yourself”, she says.

With her passion for the industry and her strong network, Carmen was able to launch her mineral makeup collection, Beauty Alibi in March 2012.  After a year of launching her product, Beauty Alibi opened a location in Bethlehem offering facials, skin care, makeup , hair care, airbrush makeup and waxing services for women and men.

Giving Back

In 2016, Carmen became a mentor to five eighth graders through the Latino Leadership Club of the Allentown School District.  Carmen is very excited and grateful to see how the future will unfold for these five young ladies. These ladies have aspirations of becoming models, make- up artists, surgeons and writers.  Carmen is looking forward to help see these dreams happen, as she saw hers.

“Sometimes we just need to give some love, mentoring and hope” says Ms. Toro.

Visit Beauty Alibi on the website at, www,beautyalibi


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