The Story Behind Infinite Chroma® x PRO MAKEUP LAB™

The idea for Infinite Chroma® was never just about creating a makeup kit. It was about solving a real problem—one that began inside the classrooms of the makeup school the founders built and evolved into something much larger than they ever expected.

From No Experience to Full Commitment

Fifteen years ago, the founders had no experience in makeup. Everything they know today—product formulation, packaging, private labeling, logistics—was learned from the ground up. While training aspiring artists through the makeup school they founded, Vizio Makeup Academy®, they encountered a major challenge: there was no professional-quality, affordable makeup kit available that matched the level of education they were providing.

Even more frustrating, there were no kits that included all the essential products needed to teach properly—foundation, concealer, correction, powders, contour, blush, eyeshadow, lip color. Attempting to build custom kits using individual products from MAC or Sephora would push the total cost into the thousands—making it completely unaffordable for most students.

The goal was clear: to provide students with everything they needed, without compromising on quality or affordability. This challenge led to a bold decision—the founders would build the kit themselves.

Self-Funded, Self-Taught, and All-In

With no background in product development or manufacturing, the founders immersed themselves in private labeling, formulation, packaging design, and overseas production. Every step was self-funded—thousands of dollars invested just to test formulas, order samples, and resolve packaging issues. It was one of the most demanding ventures they had undertaken.

There were mistakes. Money was lost. But they continued forward with the belief that students deserved something better.

Eventually, the first makeup kit was launched and offered to students. The response was overwhelming. Students loved it. The kit became central to the school’s training programs, and soon, students were asking to purchase it themselves. Each version of the kit improved based on real feedback.

Word began to spread. Other beauty schools reached out to purchase the kits. It became clear this was no longer just a classroom solution—it was something the entire industry had been missing.

The Big Idea: Refill, Don’t Replace

A major turning point came at a beauty convention in Chicago. School directors and salon owners were excited about the kit—but nearly all asked the same question: “What happens when one shade runs out? Do we have to buy the whole palette again?”

This question sparked a new idea.

The team returned to the lab and began designing what would become PRO MAKEUP LAB™—a fully magnetic, refillable palette system that allowed each pan to be swapped out individually. Bringing the concept to life wasn’t easy. Some formulas, rich in iron oxides and pigment, were too magnetic—they clung to the base or failed to stay in place. Others cracked in shipping. Some simply didn’t work. More funding, testing, and redesigning was needed until every issue was solved.

A new challenge emerged: how to remove empty pans safely. They came up with a brilliant idea—use magnets! The magnetic force would pull the empty pans after the product was used. The first makeup kits were launched with a rod magnet. But after many tests with students and makeup artists, the magnetic rod failed. After months of development, they came up with a unique special tool—a custom-designed, rounded, coated extraction tool with silicone that was safe, clean, and precise.

The result was entirely unique: they incorporated this new tool into the kit—a sustainable, refillable, paper-based magnetic palette system with protective foam. It didn’t exist anywhere else in the world—so the founders patented the tool and packaging.

The Day It All Came Together

One night as the founder was getting ready for a party with a group of her friends. Music played in the background, makeup was scattered across the counter, and just for fun, she brought out a few of her empty magnetic palettes.

With trays of colors everywhere, they instinctively began picking out the shades they actually wanted to wear that night, popping them into the palettes without a second thought. Excitement sparked instantly—laughing, swatching, mixing colors.

Then one of her friends said, “Wait… how amazing would it be to take the custom palette we just made to a wedding, a charity event, or just a night out? You could make a new one for every look and bring it for touch-ups!”

That was the aha moment. It wasn’t just about makeup anymore—it was about creativity, customization, and designing something that truly worked for real life. Something simple, smart, and fun.

From that night on, the idea evolved. It wasn’t just a kit—it became a beauty lab you could build, personalize, and take anywhere.

PRO MAKEUP LAB™ was built not only to revolutionize how consumers use makeup, but to meet the high standards of major retail beauty stores. With its sustainable packaging, refillable system, and innovative tool design, it is perfectly positioned for placement in leading retailers like Sephora, Ulta, and Target.

That was the moment PRO MAKEUP LAB™ was born—a fully customizable, refillable magnetic makeup system that puts the power of a professional lab in the hands of every user.

The founders quickly secured a patent—there was nothing like it in the industry—and spent over nine months refining every detail. Now, after years of vision and development, PRO MAKEUP LAB™ is just weeks away from launch.