April Morris, founder of Express Effects, Inc. is a single-mother of two—Chris (18) and Celeste (17). Finding the time to look her best was a challenge while trying to juggle family and social time, as well as a successful career. April also realized that being physically and emotionally healthy was equally important. It was time for a change.

She began studying about health, beauty and psychology by attending various seminars and reading books and articles. Then, she continued her research by earning her license in cosmetology and becoming a certified herbal specialist. Her education sparked her search for healthier cosmetics. She found “all-natural” cosmetics, but they lacked the high fashion glamour that she loves. “It’s like taking the sparkle out of a diamond,” says April. That’s when she decided to create Express Effects Cosmetics—a high quality, all-natural cosmetic company that offers a healthier choice for your makeup needs. Her products are infused with glamour and contain earthy botanicals and pure essential oils to produce emotional wellness on both the outside and inside. With Express Effects Cosmetics, you get science-based products that offer down-to-earth glamour.

Express Effects Cosmetics offers down-to-earth glamour!

“If you look better, you will feel better. If you feel better, you will be happier.”
—April Morris

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The Inspiration for THINgloss

On January 17, 2002, one of my life long dreams had come true—I had the privilege of attending a taping of the Oprah Winfrey show. The topic of the show was “What life is like to be fat”. Hearing the stories of her guests was very surreal. It sparked a painful memory that had occurred at a holiday party just two months earlier. I felt compelled to share that experience with Oprah and the audience during the break. I told them about the hurtful and embarrassing moment when I discovered that two other females at the party had referred to me as “chubby ”.

Oprah looked at me in disbelief and said, “What size are you? A size zero?”

I smiled and said, “No. I’ve never been a size zero. The point I want to make is that it is sad that in today’s society there are people who are going to be judgmental regardless if you are 20 pounds or 100 pounds over weight.” She agreed that, at times, society can be too harsh with their expectations of perfection.

The truth of the matter is that I began to take diet pills to try to lose weight right after the comments. The effects of the pills were making me sick and I couldn’t fall asleep at night. I tried numerous kinds. Still nothing worked, so I stopped taking them. I remember thinking to myself that I wish there was something that I could use daily that would help curb my appetite and make me feel better without having to take a pill. Some time later, I was reapplying my lip gloss in the rear view mirror, while stopped at a traffic light. Then a thought crossed into my mind. What about a lip gloss that helps to reduce your appetite? This is something I wear everyday anyway! And that is how the concept of THINgloss was created.

I established Express Effects, Inc. in the fall of 2006. Then, I began the research and development with my team of talented scientists, certified aromatherapists, and estheticians to bring you THINgloss.

“I always knew there was something more. Something I was destined to do for the greater good. By 2005, it became apparent that owning my own cosmetic company was IT. My company would do far more than just make people look better. It would help them Feel Better Fast!” —April Morris

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About the Founder

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Contact Us

Express Effects Cosmetics wants you to feel better fast. We are at your service, so please feel free to contact us.

Our headquarters and distribution center are located in Fishers, Indiana.

Click here if you’re ready to place an order.

Express Effects, Inc. 11650 Olio Rd, Suite 1000-274 Fishers, IN 46037
Phone: (317) 418-1213
Website: http://www.expresseffects.com
E-mail: april.morris@expresseffects.com