Our Purpose
Always beautiful, always young. It is our goal to bring quality products that are easy to use and affordable to women of all ages and colors. Every woman should be able to showcase the beauty within with the perfect shade.Christl Colven
Makeup-what can I say? I've had an ongoing love affair with it since I was a child. Who could forget the dress-up kits containing blush, lipstick, jewels, and little plastic high heels with feathers glued on them? Growing up in Sun Valley, Idaho, where most women's idea of makeup was Bonnie Bell chapstick, I stood out as an oddity. My father helped me to join a makeup club which every couple of months sent you a pallet of the latest colors to wear.I look back at those pictures and know that sky blue eyeshadow was alive and well and I want to scream at my former self, "Blend, blend, blend!"
In the mid 80s, I owned a skin care and cosmetics boutique called Belviso. I sold three shades of foundation: light, medium, and dark, all with a pink base. Have we come a long way, baby!
I moved to LA at 24 and got my cosmetology license through Vidal Sassoon, attended Joe Blascos Makeup School in Hollywood, and spent the next 10 years doing film and TV makeup. I got married and had a son.
In '99, I moved back to Idaho and with my childhood friend, Patty, came up with the idea for Instyle Idaho. Idaho had changed so much, I knew they were ready to move up in the cosmetic world, but even the best ideas have to take a backseat to life. It wasn't until 2005, when working with my partner Joan on a business idea, that it all came off the shelf again.
I had remarried and my husband, who is Hispanic, has beautiful women in his family. After numerous conversations lamenting the difficulty in choosing the correct product and the lack of suitability of colors for those of non-pink skin types, I wanted to develop a makeup line that offered beauty products to all women.
My husband, Miguel, came up with the Siempre name, Joan and her husband Jason are the technical geniuses, and I developed the line. Thus, "Siempre…" Cosmetics was born.
Joan Miller
Makeup for me was a game played with my friends, particularly in high school. We experimented with exotic looks (meaning way too much makeup, poorly applied!), trying to look "older," and generally having many questions on how to choose makeup and how to apply it without getting helpful answers.I have a red-head's complexion, finding it hard to choose foundations that match my skin tone and minimize or cover my imperfections. Christl and I are friends as well as partners and we were talking about these frustrations when she told me similar feelings among her husband's family. I was looking for a change from my previous career, wanting to be able to spend more time with my children and husband when she told me about her ideas for Instyle Idaho and we expanded it to include online functionality. Since this was my area of expertise, we found that our strengths complimented each other and a business was born. I quit my engineering job and Christl and I started our efforts.
First impressions are the most meaningful moments. It takes hard effort and dedication to change that perception if it is wrong. Impressed with the dedication and passion that Christl brings to makeup, we partnered together to help other women with that first impression.
