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theBalm offers a complete line of makeup, skin care, hair care and nail polish products. All of them are multi-purpose and created in accordance with a "beauty in five minutes" philosophy. theBalm was founded in 2004, by Marissa Shipman who realized that there aren’t many simple yet effective products available on the market. theBalm was born out of her personal quest for the effortless beauty. Today, the brand has a worldwide presence. All of their products are paraben and cruelty-free.