How did Cinema Secrets come about as a brand?
Cinema Secrets was founded in 1985 in Burbank, California, by our family’s patriarch — makeup artist Maurice Stein. After retiring from a prolific career in film and television — having worked on over 200 productions and more than 4,000 commercials — Maurice identified a need for high-quality, corrective makeup products tailored for the entertainment industry. This led him to establish Cinema Secrets, aiming to provide pigment-rich cosmetics and top-tier brush cleaning products for professionals.
Can you share some of Maurice’s career highlights?
Maurice’s illustrious career spanned over six decades, contributing to numerous iconic films and television shows. He was part of the Academy Award-winning makeup team for the original Planet of the Apes and designed Barbra Streisand’s look for Funny Girl. On television, he created Estelle Getty’s age-defining look in The Golden Girls. He was the first makeup artist inducted into the California Cosmetology Association Hall of Fame and recognized in the National Cosmetology Association Hall of Renown.
Why was it important to Maurice to create the Cinema Secrets product line?
He created the product line to address limitations in existing makeup products. He aimed to offer superior coverage and durability for professionals, especially under studio lights. He also wanted to support cancer patients and burn survivors by developing products that could help cover scars and discoloration, promoting self-esteem and confidence.
Can you share a little more of the history of the brand?
After our launch, Cinema Secrets quickly earned a strong reputation in the professional community. The brand maintained our original retail store location in Toluca Lake for nearly 35 years, expanded to include a full-service salon, SFX prosthetics manufacturing and even a costume shop for many years. Cinema Secrets’ Woochie line of consumer makeup and prosthetics has become a staple in Halloween makeup. Although the retail store eventually closed, the brand continues to thrive online and through professional and retail channels.
What were the biggest challenges when starting out?
In the beginning, Cinema Secrets faced challenges common to startups — building brand recognition, ensuring consistent product quality, and educating customers. Gaining the trust of professional artists and studios was a crucial early hurdle. Helping to establish that trust was the fact that Maurice and his son Michael were both former working Hollywood makeup artists. Their real-world experience added credibility and assurance that the company understood what makeup artists needed and would support them.
Biggest challenges today?
Today, the brand faces challenges such as adapting to ever changing beauty trends, staying competitive in a saturated market, complying with new regulations and maintaining legacy values while pushing innovation.
Who runs the brand now?
We remain a third-generation, family-owned and operated business. Michael Stein serves as CEO, Jon Stein is the Director of Business Development and Compliance, and Jessica Stein leads Marketing and Social Media as Director of Brand Communications. Together, they carry on the Cinema Secrets legacy with a modern vision while staying true to the brand’s roots and pro makeup artist focus.
How has the brand evolved over the years?
Cinema Secrets has expanded beyond its original scope, embracing both professional and consumer markets. Its industry-favorite brush cleaner products are now available in Sephora, and the brand has developed a strong international presence. Throughout its evolution, Cinema Secrets has maintained a firm commitment to quality and education, staying true to its roots in professional artistry.
Are there any key heritage products that are still in the line from the beginning of the brand?
Yes. Key heritage products include the Cinema Secrets Brush Cleaner—still a top industry product—as well as the stainless steel palette, which was particularly important to Maurice due to his emphasis on sanitation. The brand’s original foundation and concealer products also remain in the line, continuing to serve as essentials in professional kits.
What do you think has given Cinema Secrets such longevity in the pro makeup industry?
A dedication to product performance, industry education, and customer trust has kept Cinema Secrets relevant. The company listens to artists and continually adapts while maintaining its pro-first ethos.
What is the most satisfying part of running such an important legacy business?
Seeing the positive impact the products have on professionals and consumers alike is deeply rewarding. Continuing Maurice’s legacy and upholding the values he instilled in the brand is a daily motivation.
What’s next for Cinema Secrets?
The brand is focused on innovation, expanding our digital presence, and exploring sustainable product development. Collaborations, new product lines, and increased education outreach are also on the horizon.
Words Michael DeVellis
Photos and Interview The Stein Family
