Local brand brings Hollywood glamour

A new couture line of cosmetics is being featured in national fashion magazines, and it's headquartered in Austin.

Cattiva Cosmetics is making its way to consumers looking to add a little glamour to their beauty routine.

Founded by former model, television host and makeup artist Joelle Maryn in 2008, Cattiva, which means "naughty" in Italian, is an anti-aging line of makeup designed to simplify the beauty routine and empower women by helping them feel beautiful and confident.

"When I was a makeup artist, I had a tool kit of every different brand and color. I thought, 'Why can't there be one line that includes everything people usually wear in the real world?'" Maryn said. "Our line is very classic, very simple to use and the colors are for the everyday woman. We tried to take the guesswork out of makeup. You can do multiple looks with it and go from day to night. Our colors go with everything."

The full product line covers eye, lip and face makeup as well as brushes. Austinites may especially love Cattiva's The University of Texas–themed lip gloss, Game Time, which comes in sheer orange.

"Our point of differentiation is to be a high-fashion accessory line of makeup," Maryn said, which is evident in everything from the glamorous crystal-studded packaging to the Italian product names, such as its signature lip gloss Il Primo Bacio. "It's an attention-getter, it helps a woman step outside of her skin, and that's what we're all about. We want you to say, 'Look at me.'"

Austin retailer Capra & Cavelli began selling Cattiva products a year ago.

"Capra & Cavelli loves being a flagship store for Cattiva Cosmetics," buyer Sandy Gist said. "Cattiva's products are light, silky smooth and last forever. Our clients love this unique line of cosmetics, and I do, too."

Originally from Marlboro, N.Y., Maryn and her husband moved to Austin from Los Angeles.

"We started looking for a good place to raise a family and have a good quality of life, and Austin kept coming up. We toured a lot of cities, and Austin stole our heart—we're in love with this city. Everyone has been so open to us and really embracing to our business. We're recruiting others," Maryn said.

And Maryn has embraced the community as well, working with local nonprofits Lifeworks and Dress for Success to teach girls makeup skills and share some lessons she learned starting a business.

"The girls responded so beautifully. It's the most rewarding thing I've ever done," Maryn said.

Cattiva has already been making waves with increasing attention in magazines such as Redbook, Be and Vanity Fair.

"We definitely want to be a household name nationwide, and we would like to expand internationally," Maryn said.

Cattiva Cosmetics is available at high-end boutiques and salons throughout the nation. Locally, they can be found at Capra & Cavelli in the downtown and midtown Austin Hilton locations; Hue Salon in Steiner Ranch; the UT Golf Club; Dolce downtown and Stanley Korshak in Dallas.

Prices range from $18–$70.

Cattiva Cosmetics, 2900 N. Quinlan Park Road, Austin, 877-922-8848, www.cattivacosmetics.com