Mission Statement


 Our Vision:

  • We are focused on delivering a Top of Class, High Fashion, Top Quality product. Every single day, every item, it's one area that we will never compromise. From NYC's most popular fashion and hues to elegant looks found in Europe and Japan, our design team brings fresh innovation to our customers every month. 

Our Values: 

  • We have the same honest, core and pure values since our founding in 2002. Being Honest and Fair, while also offering good prices and the best quality products, made in Socially, Globally Certified Compliant factories have contributed to our success. 

Our Customers: 

  • Our customers are our #1 concern. We employ amazing teams around the world to create the absolute best and smoothest experience, from the day an order is placed to when it ships. 

Our Compliance: 

  • Since our inception, we have been sourcing and delivering top of class quality product to retailers around the world. We ensure all factories are social compliant with standards that are of the highest level of practice to ensure we bring our customers the best product with the most integrity.

Grow with FB:NY!


 We stock a large variety of essential makeup products to fill your cosmetic bag.Our Warehouse in LA has over 200 items in stock at all times, please connect with a salesperson.
Core Line:

  • Color Cosmetics
  • Eye Shadow
  • Nail Polish 
  • Blush
  • Lip Gloss
  • Cosmetic Brushes
  • Eyelashes
  • Fragrances
  • Body Mist & Wipes
  • Facial Cleaners 
  • Body Lotion & Scrubs
  • Cosmetic Bags
  • Storage Caddy

Executive Team


Elie Levy: Chairman, CEO, Partner

Elie is a seasoned executive, he has been involved in Consumer Products, Global Manufacturing, Warehousing, Mergers & Acquisitions since 1994. Elie heads the company's licensing, acquisitions and overall strategic direction.  

[Elie is the Founder of Planet Sox, in 2015 he successfully sold the company to Global Brands Group, a Li Fung company]

Goldview Capital, LLC, an investment fund managed by Elie's family purchased FB:NY in 2018.


Eddie Dayan: President, CMO, Partner

Eddie started his career in the retail business in 1991, in 1995 he founded an Accessory company, Silver Goose, focusing on bags & accessories and held over 30 licenses. Eddie launched major licenses, some of which are Hello Kitty, Paul Frank, Fubu, TMNT, generating sales of over $200m annually with retailers such as Nordstrom's, Macys, Costco, WalMart, Kohls, Target etc. In 2014, Eddie successfully exited his business. He invests in Real Estate and in other businesses. 

Eddie heads the company's sales, merchandising and sourcing.


Michael Kassin: EVP, Partner

Michael has been instrumental in building up our factory base, working with the design team and managing certain areas of our R&D. 


Isaac Mochon: CFO

Isaac is a veteran financial executive having spent much of his career managing businesses. During the last decade, Isaac has been the Financial Controller at a number of fashion companies, such as BlueStar and Accessory Headquarters. In the later position, Isaac was responsible for the entire day to day financial structure.

At SportLife, as CFO, Isaac is the senior financial executive, he is responsible to oversee the entire back-office operation, banking, factors, royalties etc. Isaac reports directly to the Board of Directors.


GoldView Capital, LLC


“In 2018, Goldview Capital, a private investment firm, with experience in the consumer product industry, acquired a majority stake in Forever Beauty for an undisclosed sum. “

About GoldView Capital:

 We are a privately run family investment firm, founded in 2010.  We have active investments in the Financial Markets, Consumer Products, Beauty, Technology Sector, Asset Based Lending as well as in Residential and Commercial Real Estate. 

 We bring over 2 decades of experience in successfully managing and crafting intricate private & public sector deal making, to benefit our family as well as our partners.