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At Radar, we are firm believers that what we put on our body is just as important as what we put in our body, which is why we aim to only tell you about the best of the best when it comes to our beauty brand recommendations. That is why we are obsessed with filling you in on all of the details about our skin's savior, SBLA Beauty, and its founder Randi Shinder.
If you haven't yet heard of SBLA Beauty yet, we have got you covered! This celeb-loved skincare company prides themselves on being backed by science and delivering revolutionary tools designed to help women of all ages age beautifully. They are known for their magic-working Sculpting Wands that offer alternatives to invasive in-office procedures. They focus on treating the neck, chin and jawline so that everyone can love their skin without having to get cosmetic surgery. And the brains behind this beauty brand is none other than female founder Randi Shinder.
This blonde beauty is a trailblazing contributor in her industry, and has worked with widely known celebrities ever since the start of her career. Shinder began her journey making waves in affinity and loyalty marketing where she worked on Youtopia.com — the first teen loyalty website — with popstar Britney Spears as their official brand ambassador.
Shinder tells Radar, "Working with talent such as Britney is always very exciting, especially at that time during her career. That was during her 'Oops… I Did Again' era and she was at the top of the charts, so to have her on board for this couldn't have been more amazing. When we worked together, I witnessed an intriguing young woman, who was focused and knowledgable about what we were working on together. I've always hoped for the best regarding Britney. It's sad to think back about it now, with all that has happened to her within the conservatorship and legal battles. I'm sure she will come out of this, 'stronger than yesterday' to quote her own song."
Shinder had an extremely successful start to her career getting Youtopia.com to dominate the market. One of their biggest successes as a company was within their immersive experiences created for their users, including virtual shopping sprees with celebrities such as Justin Timberlake — which led to having the largest online webcast streaming event at the time with Yahoo.com.
Her next career venture was also a huge success, when Shinder launched her own beauty brand focused on fragrance — a passion of the entrepreneur. CLEAN Perfume was created because of Shinder's personal experience with women's fragrances. Shinder explains to Radar, "The story behind CLEAN was simple and literal: I didn't wear fragrance back then, but I showered… and people would ask me what I was wearing. That's where the idea came from." According to RandiShinder.com, "CLEAN became one of the most successful independent fragrance brands and is distributed worldwide."
CLEAN gained a large celebrity following, which led to her next big business idea, Dessert Beauty — the only multi-sensory beauty experience based on scent and flavor. The beauty brand guru chose to partner with multi-platinum recording artist Jessica Simpson when creating this prestige company. When asked how this dynamic duo partnership came to be Shinder explains, "The concept of Dessert was such a fun, tongue-in-cheek — but very well thought out — concept and at the time, Jessica was that All-American Girl You Wish You Had Next Door. Everything she did was also tongue-in-cheek and had such a HUGE impact on pop culture, every word she said was the topic of conversation back then."
"She had that Marilyn Monroe factor going for her, the ditzy blond in front of the camera but full of ambition behind it. She was who every girl wanted to be and the girl every straight guy wanted to be with. The combination of her and Dessert made perfect sense and Dessert went on to become the first $10 million brand that Sephora ever had. I also feel this helped catapult her into the strong businesswoman she became and I'm proud to have played a role in that," Shinder admits.
But of course that wasn't the end for Shinder's beauty strategies, as the genius continued to take what she had learned and build her empire even larger with a new line of fragrance in 2014, dubbed I Smell Great. This perfume focused on pure extraction and Scent Sphere technology for women to mix and match, create and reactivate. I Smell Great was different from Shinder's previous business plans because social media was now on the forefront.
Actress Sophia Bush was a key partner in I Smell Great's success because of her social media presence. Shinder explains, "That was one of the first times we were working with a celebrity where Instagram was a major component of the partnership and Sophia was the quintessential professional during the time we worked together, and always delivered posts and videos that resonated perfectly with our target audience."
After years of experience in the beauty industry, Shinder took her talents and created her most revolutionary brand yet in 2018 — SBLA Beauty. As a personal favorite beauty brand of ours here at Radar, we fully support their mission to deliver products that women want but cannot find, through safe, effective and affordable skincare tools to help all ages of women age beautifully.
With her massive celebrity following, Shinder knew SBLA Beauty would sky rocket with the right business partner. That is why she paired with supermodel and entrepreneur Christie Brinkley in 2021. "With Christie, she represents such confidence, endurance and beauty even to this day, she's an evergreen icon. When she approached us about collaborating, we knew that we wanted her to be more than just a face added to the brand seeing as that she is very hands on with the projects she gets involved with, which is why she became an active Equity Partner in SBLA as well," exclaims Shinder.
This year, the pair has worked to launch new products for SBLA Beauty and is taking the conversation around aging beautifully to the mainstream media. As mentioned on SBLA Beauty's website, "In the coming years SBLA Beauty will continue to develop scientific-based, clinically proven, unique skin-care products, expanding to bring SBLA to women around the world."
Shinder is not quite done developing some of the most iconic beauty brands of our time. When asked about what the future of her work looks like Shinder tells Radar, "I want to continue to not only to identify the voids and fill those within the industry, but to also evolve those ideas where consumers can continue to feel comfortable and confident with the choices they are making to not only improve how they look, but also how they feel about themselves on the inside. Inner beauty is just as important, if not more, than outer beauty. At the end of the day, you must feel good, in order to look good."
And with more beauty brands of course means more celebrity partnerships! Shinder tells us, "There are so many people that I would love to work with. I’m always drawn to people that serve as disruptors with the industries. I could see doing something with some of the younger girls that are showing so much drive and come across as great examples of what it to be a powerful young woman, someone like Zendaya or Dove Cameron would be amazing."
"I also love everything Gabrielle Union stands for, she is a beacon of wisdom, strength and a great example of a working woman who is still grounded in with her family. Same with Zoe Saldana — adore her. And with SBLA," Shinder notes, "I've been wanting to extend the reach of the brand into the men's market and have always envisioned a Rob Lowe or Matthew McConaughey for that."
Keep scrolling to start shopping Randi Shinder's life-changing and celeb-loved brand, SBLA Beauty, today. And join us here at Radar in becoming a part of the hundreds of thousands of women who are aging beautifully in the comfort of their own home!
SBLA Beauty's Sculpting Wands retail starting at $84.