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The Alcone Archives
About Alcone Company
Alcone Company is a family owned business born and bred in New York City. It was founded in 1952 by Alvin Cohen who recognized the need for a specialty store that could serve New York City’s thriving theatrical community. What began as a small store selling eyelashes and stage makeup to starlets and showgirls has since grown to be the leader in supplying film, television and theatrical productions nationwide with professional makeup and the hard-to-find materials used to create award-winning special effects.
Our philosophy has always been the same- find the best products from around the world and make them available to all of our customers so that everyone can benefit (and look fabulous!). That’s why we’ve also become the go-to source for beauty enthusiasts and “everyday people” who love using professional products for their high quality, great value and even greater results!
We are serious about customer satisfaction and take pride in giving personalized service to all of our customers whether a seasoned pro, budding artist or die-hard makeup lover.
If you’re going to be in New York City, stop by our store on West 49th Street where you can meet our staff of industry Pro Makeup Artists and visit our legendary “wall of fame” autographed by our celebrity customers!
In The Press
We've been featured in...
THE STORY OF ALCONE COMPANY
A TIMELINE FROM OUR START IN 1952 TO TODAY
1952
Alcone Is Founded
1952
Alvin Cohen opens Alcone Company on 32 West 20th Street, NYC. This new company sells showgirl eyelashes, theatrical makeup and other production related items.
Into Showbiz
1975
Vincent and Barbara Mallardi buy Mutual Hardware, a store that specializes in selling professional hardware used in theatrical, film and television production.
Our Family Buys Alcone
1982
Inspired by their shared love of theater, Vincent and Barbara Mallardi buy Alcone Company and fulfill their desire to offer everything needed to bring productions to life.
We Move To LIC, NY
1985
Alcone Company moves from 575 8th Avenue to sharing the space in the Mutual Hardware building in Long Island City.
Our Fearless Leaders
1986
Vincent is made President of Alcone and Mary is made President of Mutual Hardware.
Relationships Flourish
1987
Three guys come to Mary and Vincent seeking supplies and also to get advice about an exciting performance art concept. Those three men become The Blue Man Group. To this day, Alcone provides the specialized makeup used in the show.
We Get Exclusive Lines
1990
Alcone becomes the exclusive distributor of Visiora, a line of professional makeup from France. It becomes the standard for HD film and television makeup as well as a celebrity favorite.
We Open In Chelsea
1992
Alcone opens a store at 235 West 19th Street. Originally intended as an order pickup hub, it soon evolves into a retail store and becomes the go-to place for professional makeup artists and performers of all kinds..
We Take It To TV
1994
Alcone becomes the exclusive distributor of an innovative product called Face to Face SuperMatte Antishine. Vincent brings the product to the QVC Shopping Channel.
We Launch Our Own Line
1996
With the success of Vincent on QVC, Alcone creates Beauty\Tech- a collection of our top selling makeup products and shades. This concept eventually evolves into Alcone at Home.
The Go-To For Broadway Shows
1997
The Creative Director of a new Broadway show called The Lion King approaches Alcone about providing all the makeup. Alcone becomes the the go-to store for almost every Broadway show and New York-based production.
We Experience Growth
2000
To meet growth and expanding inventory needs, Alcone Company takes over the entire building and Mutual Hardware moves to a new home.
Alcone Opens Uptown
2006
Alcone Uptown opens on West 49th Street in the heart of the Broadway Theater District. It soon becomes a destination stop for makeup lovers from around the world.
Alcone For Everyone
2013
Alcone at Home is launched as a way for Makeup Artists and Beauty Enthusiasts to sell professional makeup to people across the country.
Breaking New Ground
2014
Alcone Agency is launched, an online portfolio hosting site where professional artists can promote themselves, connect with other artists and be contacted by potential clients.
Introducing LimeLight
2015
Alcone at Home evolves into Limelight by Alcone and adds natural, luxury skin care to their existing beauty line.
Getting Better All The Time
2016
Alcone Agency gets a makeover and is rebranded as Alcone Pro, offering enhanced benefits for members.
Our NEW Fearless Leader
2017
Maria Mallardi Stewart takes over the helm for the next evolution of Alcone Company.
Alcone Celebrates 65 Spectacular Years!
2017
Going Global
2018
Limelight by Alcone rebrands as Limelife by Alcone and welcomes new Beauty Guides from around the world.
2019