From The Beginning
Laura Hunter, CEO & Inventor of Magnetic Eyeliner
Laura Hunter invented magnetic eyeliner in February 2018, a game-changing innovation that makes it dramatically easier for people to apply and wear false eyelashes. Hunter founded LashLiner Inc in 2018 to bring her patent-pending invention to market, alongside co-founder Bob Kitzberger, and in June 2019 launched Tori Belle Cosmetics. Hunter grew the companies to $15M revenue in the first fiscal year (2019) and to over $60M in 2020. Today, Tori Belle Cosmetics is one of the world's fastest growing direct sales eCommerce companies and is expanding worldwide.
Laura serves as the CEO of the organization, driving the vision and strategy and leads the product innovation, sales and support teams. Hunter founded Tori Belle® on the ideals of opportunity, inclusivity, and community. Tori Belle is sold exclusively through tens of thousands of independent affiliates and influencers, across many channels including social media, online advertising, and brick-and-mortar venues. Her mission is to build a culture where Tori Belle affiliates receive all the education, tools and support they need to succeed and to feel part of a welcoming and supportive family.
Hunter holds an MFA in Photography, and is an accomplished professional photographer, makeup artist and entrepeneur. Her work in pageantry has won countless photogenic awards and appeared in many magazines. Laura is also a successful actress and model, and has appeared in TV shows, commercials and print ads for TLC, The Food Network, and Amazon Prime and in national ad campaigns including Bissel, Microsoft, Avery Labels, Toyota, Disney and others.
Laura enjoys volunteering for many local charities and supports the American Lung Association in honor of her mother, Linda Allen, who passed away due to lung disease. She has been honored to receive the President's Volunteer Service Award for donating over 500 hours of her time to charity for four consecutive years.
Laura tells us that she is most proud of her two beautiful daughters, Isabelle and Victoria.
After my first application I was hooked... they were insanely easy to attach.
Magnetic eyeliner is a game changer... Instead of having to use glue or two sets of magnetic lashes, the lashes adhere to a magnetic eyeliner.
Seattle-based Laura Hunter...took magnetic lashes to a whole new level. Instead of relying on two rows of magnetized false lashes, Hunter created a system which calls for magnetic eyeliner and just a single row of magnetic lashes.
This game changing magnetic eyeliner makes it easier than ever to wear false eyelashes.
I can't imagine going back to lashes with glue now. There's no way. This is so much easier, and you guys know I'm all about bringing things that take less time into my life. I cannot recommend these enough.
Tori Belle breaks down barriers to success for affiliates, including not requiring them to be exclusive, carry stock, or ship product; via invaluable training and more.
VP of E-Commerce, Marketing, Creative
Director of Personal Development
Magnetic eyeliner is sold for the first time in the world. Laura submits the first patent for the magnetic eyeliner and lash system.
Lashliner, LLC made its first media appearance.
The planning of Tori Belle Cosmetics began.
Laura Hunter made her national debut as CEO on ABC's The Morning Show.
Lashliner, LLC hits $1 Million in sales and was able to be moved out of the living room of Laura and Bob's home and into an office space in Everett, WA.
Tori Belle Cosmetics was launched, expanding LashLiner's horizons to more than magnetic lash systems.
With determination to stay on the cutting edge of the beauty industry, Tori Belle produced its second invention of magnetic mascara.
As word of our invention spreads, our Affiliate base grows to 10,000 Affiliates.
LashLiner is featured in Elle Magazine.
Tori Belle expanded to a larger location in Woodinville, WA and launched yet another invention, Magnetic Lash Bling.
Despite the shutdown of the 2020 pandemic, Tori Belle continued thriving and hit its first $50 million in revenue.
Tori Belle goes global by launching Tori Belle Canada.
Tori Belle launches new invention, Perfect Contour Sponge
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