Born in 1884, in Villarosa, Sicilia, Italy, Carmela Cervellaro was the beauty expert in her small town. Mixing creams for the skin, she actually started the cosmetics awareness in her family. After immigration to the
U.S.A. In the early 1900’s, she still mixed natural ingredients and emollients together in her kitchen while her 7 year old grandson, Joe Blasco, watched. This began Joe Blasco’s interest in cosmetics chemistry.
Joe Blasco remembered these times throughout his career as one of the world’s most prolific of makeup professionals and has returned to his ancestry to create cosmetics which produce the finest results with unsurpassed performance across the board – “Joe Blasco Cosmetici Italiani”. Following his family heritage, Joe Blasco Cosmetici Italiani are proudly made under his direct supervision in the cosmetics capital of the world, Italy.