Belladonna’s Cupboard, a Kansas City cosmetics company specializing in vibrant colors and styles for performers, is casting its creative web wider this Halloween season with the launch of a new FX makeup product line.

At Halloween, everyday people enjoy leaving behind what is familiar to try new and even bizarre looks, said Belladonna’s Cupboard co-founder Rachel Boese.

“That is the power of makeup,” Boese said in a release. “You can increase your confidence by playing up your best features or by downplaying your less than favorite features. You can use it to express your creativity in literally endless ways, or you can use it to completely deconstruct and reconstruct the human form, like through FX makeup. You can turn a human into an animal, tear into or rebuild flesh and modify bone structure to an enormous degree. It’s powerful. It’s artwork.”

The special-effects possibilities of Belladonna’s Cupboard FX makeup are being made the most of nightly by performers at the Beast haunted house in Kansas City’s West Bottoms.

The team behind Belladonna’s Cupboard rolled out their full line this August, but they have three years of experience in researching their business and selling at festivals and via their website. All of their cosmetics are made by hand. They are also vegan, cruelty-free and gluten-free.

“We have really hit gold with our FX paints,” Boese said. “We are so proud of what we’ve created. It’s an asset to the industry.”

Belladonna’s Cupboard is offering free video makeup tutorials through Halloween, whether with the company’s new FX makeup or just handy household products. The videos are delivered via email; users can sign up at the company’s website or Facebook page.