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.


Our Leadership

Laura Hunter


Bob Kitzberger


Jason Brooks

VP of E-Commerce, Marketing, Creative

Cathie Allen

Director of Personal Development

Our Timeline


February 2018

Laura Hunter, the CEO of Tori Belle Cosmetics, creates the first successful magnetic eyeliner in her kitchen!

March 2018

Magnetic eyeliner is sold for the first time in the world. Laura submits the first patent for the magnetic eyeliner and lash system.

June 2018

Lashliner, LLC made its first media appearance.


March 2018

Lashliner, LLC launched a successful kickstarter campaign.

October 2018

The planning of Tori Belle Cosmetics began.

Vampire Bundle on model

January 2019

Laura Hunter made her national debut as CEO on ABC's The Morning Show.

May 2019

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.


June 2019

Tori Belle Cosmetics was launched, expanding LashLiner's horizons to more than magnetic lash systems.


October 2019

With determination to stay on the cutting edge of the beauty industry, Tori Belle produced its second invention of magnetic mascara.

November 2019

As word of our invention spreads, our Affiliate base grows to 10,000 Affiliates.


January 2020

Tori Belle is featured in Cosmopolitan Magazine.

May 2020

LashLiner is featured in Elle Magazine.


May 2020

Tori Belle expanded to a larger location in Woodinville, WA and launched yet another invention, Magnetic Lash Bling.


June 2020

Tori Belle continued innovating and perfecting their products by switching from six magnets to 10 tiny magnets for better customization as well as launching their new Magnetude Gold Eyeliner that is made in the U.S.A.

July 2020

Despite the shutdown of the 2020 pandemic, Tori Belle continued thriving and hit its first $50 million in revenue.


August 2020

Tori Belle continued growing with a network of 50,000 Affiliates and was awarded the Puget Sound Business Journal's Middle Market Fast 50 Award.

September 2020

Tori Belle goes global by launching Tori Belle Canada.


February 2021

Tori Belle expands its global expansion into the UK, New Zealand, and Australia.

November 2021

Tori Belle and National Breast Cancer Foundation form official Partnership
Tori Belle Donates $5.75 Million cash and in kind donations

November 2021

Tori Belle launches first Health and Wellness brand B.R.A.V.E.

January 2022

CEO Laura Hunter wins the 2022 Big Innovation Award, Presented by Business Intelligence Group

January 2022

Tori Belle launches new invention, Perfect Contour Sponge

Tori Belle Affiliates


Our international network of Affiliates will help you find success, provide you with support, and deliver daily training to help you achieve your goals.

Join the family