In 1997, DINEH MOHAJER, the 25-year-old founder of Hard Candy, kicked off a fashion craze with mod nail-polish shades like Sky, Mint, Porn, and Jailbait. Mohajer and boyfriend Ben Einstein started out by mixing polish in their West Hollywood bungalow. When Hard Candy's pastel look caught on with celebrities, its popularity soared. Now sold in Bloomingdale's, Nordstrom, and Neiman Marcus, Hard Candy saw sales double to about $20 million last year, and big-name cosmetics companies are scrambling to cash in with their own imitations.

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