Hard Candy
Budget“The '90s cult brand, reborn at Walmart prices.”
By Viktoria @vioda.makeup · Published · Updated
Hard Candy is a budget makeup brand from the United States, founded in 1995 by Dineh Mohajer. It's best known for its Glamoflauge Heavy Duty Concealer, Sheer Envy Hydrating Primer and Walmart-exclusive distribution.
Hard Candy started in 1995 when 22-year-old USC pre-med student Dineh Mohajer mixed a sky-blue nail polish in her bathtub to match a pair of sandals. The shade 'Sky' became a '90s phenomenon, and the brand quickly grew into a full color line of lipsticks, glitters, and the ring-shaped 'Lollipop' lip glosses. After ownership passed through LVMH and the Falic Fashion Group, Hard Candy relaunched in 2009 as a Walmart-exclusive mass brand, trading its prestige roots for drugstore price points.
Today Hard Candy is one of the most accessible color lines in the US, with almost everything under $10 and sold near-exclusively at Walmart and on Amazon. The Glamoflauge Heavy Duty Concealer, Sheer Envy Hydrating Primer, and Velvet Mousse Foundation are its franchise heroes, and the brand regularly appears in 'Walmart makeup haul' and 'drugstore dupe' content for its bold, glittery, low-cost formulas.
Popular Products
What Hard Candy is bought for. The ones we've found dupes for link through to the comparison.
- Glamoflauge Heavy Duty Concealer
- Sheer Envy Hydrating Primer
- Velvet Mousse Foundation
- Fierce Effects Daring Eyeshadow
Known For
Brand Philosophy
Playful, high-pigment color at mass-market prices — a '90s cult name reimagined for the Walmart beauty aisle.
FAQ
Hard Candy Official Channels
Where to buy, and how to reach Hard Candy customer service directly.
- Sold at
- WalmartAmazon US