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!

From beauty to bloody, Alcone Company has everything you need.

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 49t h Street where you can meet our staff of industry Pro Makeup Artists and visit our legendary “wall of fame” autographed by our celebrity customers!

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THE STORY OF ALCONE COMPANY

A TIMELINE FROM OUR START IN 1952 TO TODAY

1952
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.

1975

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.

1982

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.

1985

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.

1986

Our Fearless Leaders

1986

Vincent is made President of Alcone and Mary is made President of Mutual Hardware.

1987

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.

1990

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.

1992

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.

1994

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.

1996

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.

1997

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.

2000

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.

2006

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.

2013

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.

2014

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.

2015

Introducing LimeLight

2015

Alcone at Home evolves into Limelight by Alcone and adds natural, luxury skin care to their existing beauty line.

2016

Getting Better All The Time

2016

Alcone Agency gets a makeover and is rebranded as Alcone Pro, offering enhanced benefits for members.

2017

Our NEW Fearless Leader

2017

Maria Mallardi Stewart takes over the helm for the next evolution of Alcone Company.

2017

Alcone Celebrates 65 Spectacular Years!

2017

2017

We Add To The Family

2017

Alcone Company acquires Mark Traynor Beauty Products, the brand founded by the late, legendary hair and makeup artist Mark Traynor.

2018

Going Global

2018

Limelight by Alcone rebrands as Limelife by Alcone and welcomes new Beauty Guides from around the world.

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.

 
 
1975

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.

1982

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.

 
 
1985

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.

1986

Our Fearless Leaders

1986

Vincent is made President of Alcone and Mary is made President of Mutual Hardware.

 
 
1987

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.

1990

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.

 
 
1992

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..

1994

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.

 
 
1996

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.

1997

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.

 
 
2000

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.

2006

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.

 
 
2013

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.

2014

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.

 
 
2015

Introducing LimeLight

2015

Alcone at Home evolves into Limelight by Alcone and adds natural, luxury skin care to their existing beauty line.

2016

Getting Better All The Time

2016

Alcone Agency gets a makeover and is rebranded as Alcone Pro, offering enhanced benefits for members.

 
 
2017

Our NEW Fearless Leader

2017

Maria Mallardi Stewart takes over the helm for the next evolution of Alcone Company.

2017

Alcone Celebrates 65 Spectacular Years!

2017

 
 
2017

We Add To The Family

2017

Alcone Company acquires Mark Traynor Beauty Products, the brand founded by the late, legendary hair and makeup artist Mark Traynor.

 
2018

Going Global

2018

Limelight by Alcone rebrands as Limelife by Alcone and welcomes new Beauty Guides from around the world.

2019