Hollywood Fashion Secrets

Hollywood Fashion Secrets is an American wardrobe-solutions and beauty-accessories brand founded in 2001 and based in the North Loop district of Minneapolis, Minnesota [5]. It built its name on a single product — a clear, double-sided fashion tape used to keep clothing in place — and expanded it into a wider range of garment fixes, breast and bra solutions, silicone inserts and small beauty items. The brand is best known as a maker of fashion tape, a category it helped define for mainstream retail.

Since September 2015 the company has been owned by American International Industries, a California-based personal-care manufacturer, which bought the brand, its intellectual property and related assets [8]. Hollywood Fashion Secrets continues to trade as an active sub-brand: its e-commerce site remains live, carrying a 2025 copyright notice, and the company says it has operated for more than 25 years.

The brand was launched in 2001 by Jane Dailey and Marni Bumsted [7]. According to CBS Minnesota, Bumsted discovered fashion tape with help from a contact in the Hollywood film industry, and she and Dailey brought the first product — Hollywood Fashion Tape — to market that year. The brand's own telling traces the idea to a wardrobe problem: "a gaping sweater inspired it all," after which the success of its clear, double-sided, hypoallergenic tape grew into a broader "Style Solutions" collection [4].

Jane Dailey, described in regional press as the company's president and co-founder, became the brand's public face. Minnesota Monthly credits her with creating a retail category it calls "Style Essentials," and in 2013 the National Retail Federation named her one of its "Top 25 People Shaping Retail's Future" in the Dreamer category [6].

From a single tape product, the line grew to more than 70 items, including a pumice stone for removing sweater pilling, a sponge for lifting deodorant marks, garment shields and bra-converting clips. The company also moved beyond women's products: in 2012 it introduced a men's line called Decent Man's Grooming Tools, a nine-item range of pit protectors, collar guards, stain removers and shoe-shine wipes that reached retailers such as Ulta, Duane Reade and Zappos [5].

By the mid-2010s the brand had pushed firmly into mass retail. The Star Tribune reported that sales rose 36 percent in 2014 and that its products were carried in roughly 30,000 stores, among them CVS, Old Navy, Walmart and Target [9]. Twin Cities Business described Hollywood Fashion Secrets in 2012 as a private company with annual revenue above $10 million. The brand was acquired by American International Industries in 2015.

American International Industries (AII) announced the acquisition on 27 August 2015, and the sale of the brand, intellectual property and all related assets was completed that September [8]. AII is a large California-based personal-care company whose portfolio includes Ardell, Andrea, China Glaze, Clubman Pinaud, Surgi, Seche and Clean + Easy, placing Hollywood Fashion Secrets among a group of established beauty and grooming labels.

Sources differ on how the brand's ownership is presented. The Canadian distributor ACI Brands lists Hollywood Fashion Secrets within its Beauty Division and describes itself as the brand's parent on its corporate site [4]. Trade-press reporting, however, identifies American International Industries as the company that acquired the brand and its assets in 2015; ACI Brands appears to act as a regional distributor rather than the ultimate owner.

Hollywood Fashion Secrets presents itself around the idea of confidence through invisible fixes. The company describes its products as a "complete wardrobe toolkit" rather than single-use items, spanning tape, lift, contouring and coverage. Its wardrobe solutions, in the brand's words, are "designed to disappear, but the confidence they create is unmistakable."

The company also frames itself as "a brand for women, by women." In a CBS Minnesota interview, Dailey said the aim was "giving women the tools and advice that they need to polish their brand and take on the world with more confidence" [7]. The brand markets itself as a backstage helper, using the tagline "The Original Fashion Tape Solution."

The signature product remains Hollywood Fashion Tape, a clear, double-sided tape the company describes as hypoallergenic and safe for both skin and fabric; CBS Minnesota characterised it as a medical-grade adhesive [7]. The brand says it has sold more fashion tape than any other maker — "over 40 million feet of tape" [2].

Beyond the original tape, the catalogue covers breast lift and contour tapes, non-adhesive silicone inserts, bra-converting clips and a small beauty line that includes no-show concealers, a deodorant-removing sponge and eye-makeup-remover swabs. Products are sold individually and through a wardrobe-fix pouch the brand calls the Stylette, which bundles several of these items together [6]. The range is positioned at drugstore price points and distributed across mass retailers, pharmacies and specialty stores in the United States, as well as some Nordic retailers.

In addition to Dailey's 2013 National Retail Federation listing, the brand has drawn coverage from regional outlets including Twin Cities Business, the Star Tribune, Minnesota Monthly and CBS Minnesota. The company announced a collaboration with the stylist Stacy London, who was brought on to support product awareness and innovation. No English-language Wikipedia article exists for the brand.

Hollywood Fashion Secrets is an acquired brand that remains operational. Since being bought by American International Industries in 2015, it has continued as an active sub-brand: its online store is live with a 2025 copyright notice and ongoing promotions, its products are still distributed through mass retailers, and its social channels remain active. The company states on its site that it has been "the invisible layer behind the world's most unforgettable looks" for more than 25 years [1].