Beauty Buys in Cedarhurst: Kiss and Makeup

By Susan Varghese
Standard Associate Editor

Fay Feder and Amy Friedman. Photo by Susan Varghese

Decadent body butter and bold eye shadows from some of the biggest names in the beauty industry can be found right in the heart of Cedarhurst, at Kiss and Makeup cosmetics boutique.

Kiss and Makeup also offers brow shaping, makeup application and lessons, laser hair removal, facials and airbrush tanning. Five Towns resident Amy Friedman and Fay Feder opened the store in December 2004. “We just felt there was a strong need in the community for a high-end makeup store,” Feder explained. “People in community really know their makeup; they’re really savvy.  We carry high end products, they love it and it’s a great clientele.”

Friedman grew up in Riverdale and had a penchant for makeup since she was a kid. “I was always into makeup and my mothers freebies.  I worked in fashion a little bit. I always loved skincare, creams and candles and things like that.”  Feder, a Queens native, focuses more on the business aspect, “I have a background in advertising. I was a media buyer…I’ve slowly become a makeup junkie [like Amy] as well,” Feder said laughing.

In The Five Towns, customers are looking for a more natural look, Feder said. “It’s very natural and not heavy. They usually do the smoky eye look for events. People don’t want to look like they’re wearing too much makeup.” Friedman added, “ It’s a subdued and classic look here.”

One of Kiss and Makeup’s makeup artists and aestheticians of seven years, Ilene Wellen noted that what the customer wants is most important. “My favorite thing is the creativity and the color, and to make someone feel beautiful. I do whatever they ask and we can do any style here, dramatic or natural.”

Their brow shaping is the number one service, which is much different from a quick eyebrow wax at the nail salon. “You’re not getting the artistry of someone who’s really attuned to what a nice brow should look like [at a nail salon],” Friedman said. “Good eyebrows should compliment your face naturally.”

Some of the NARS makeup at Kiss and Makeup. Photo by Susan Varghese

When asked what three beauty must-haves they couldn’t leave the house without, Friedman answered, “ Secret concealer from Laura Mercier, a good lip gloss for sure – I don’t discriminate. I love lip gloss and have it in every pocket and bag. I love a good body product. Brown Sugar body polish from Fresh is amazing!”

Feder couldn’t survive without her Trish McEvoy mascara, MD Skincare tinted moisturizer, and Crabtree and Evelyn hand cream.

Finding the right products are essential, but application is key.  One of the biggest mistakes people make is with foundation, Feder said. “Using foundation for color instead of coverage [is a mistake]. You’re really supposed to put it on to match your skin color, even if it’s a little lighter. Then use bronzer for color.”

They offer makeup tutorials to help teach people, which could be especially useful for teenagers starting to use makeup or as a gift.

Currently, they have no plans of expanding their retail locations, but are focused on their website and online presence. Their Facebook page boasts more than 6,000 “likes” and their website offers worldwide shipping.

“[In 10 years] I see us consistent with where we are now,” Feder said. “We’re constantly bringing in new products and fun things, not just makeup… It just keep the business fresh. People constantly come in asking, ‘what did you get that’s new?’ There’s always something.”

Kiss and Makeup is located at 492 Central Avenue in Cedarhurst. (516) 374-2666. KissandmakeupNY.com