Professional makeup artists manned the counter, an industry first. While other major makeup brands at the time were predominantly skincare companies, M♺♼ chose instead to establish itself as the ultimate colour authority.
Their approach was chic utility, with the makeup coming in black pots rather than compacts. As the magazine credits racked up and word-of-mouth popularity grew, the duo launched M♺♼ in March 1984 from a counter in a Toronto department store. Soon, stylists and fashion editors got in on the action. At first, they made the cosmetics in their kitchen and sold them straight from the salon to fellow makeup artists, as well as models and photographers. Makeup artist and photographer Frank Toskan and salon owner Frank Angelo became frustrated by the lack of makeup that photographed well, so they decided to create their own.
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