DECRYPTION – While Zara has recruited make-up artist Diane Kendal for her very first line of eyeshadows (launched on May 13), a look back at these shadow professionals who have become the gurus of clean and vegan beauty on social networks.
Violette still can’t believe it. Barely a month after the launch of its Violette_fr line, it still seems overwhelmed by success. ” My projections were completely off the mark. We did the figure for a month in one day. We need to expand the team, open up to production… We had no plans at all to be out of stock so quickly. “
Of course, after seventeen years in the make-up industry, the Frenchwoman living in New York is no novice. She worked with Dior and Estée Lauder, of which she was Global Beauty Director, and participated in product development for Sephora. She was especially noticed thanks to her tutorials on YouTube in which she “de-dramatizes” makeup. ” With this line, I wanted to go further, to make the eyeshadows even more accessible. Beyond the pigments and the texture, I especially wanted to share an experience, an easy gesture, even for those who say they do not know how to put on makeup.. »On arrival, an ultra short line with a moisturizer to properly prepare the skin, a (single) matte and ultra red lipstick, electric eyeshadows to blend with the finger, a stick highlighter that blends in two time three movements on the complexion.
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For its part, the American Gucci Westman, also very active on social networks, has been offering for a few months with its range clean, Westman Atelier, highlighter, blush and foundation stick, again much easier to control on the skin. Because beyond their refined and neat packaging, their formulas always more respectful of the environment, it is the intuitive side that first of all makes the success of these products imagined by the new make-up gurus. ” In the laboratories of large cosmetic groups, there are a number of skilled researchers to work on new textures and develop original colors, but the daily experience of a professional make-up artist is incomparable., insists Christophe Danchaud who imagined a range with the organic brand Absolution. We are as close as possible to the skin every day, we know what enhances it the best and we are looking for products that are easier to work with, above all for us. “
“We cannot wait 28 days for a treatment to leave the skin fresher and brighter. Behind the scenes, we only have 28 seconds! “
Charlotte Tilbury
So the star of makeup artists, Pat McGrath first formulated his eyeshadows to simplify his life backstage, where you have to make up several girls at the same time and always go very quickly. She tested her products hundreds of times there before finding the right shade and formula. Just like Charlotte Tilbury, whose Magic Cream, which quickly became a bestseller and which gave rise to a large makeup collection, was first designed for the catwalks. ” We can’t wait 28 days for a treatment to leave skin looking fresher and brighter. Behind the scenes, we only have 28 seconds!She likes to repeat. With each launch, many fans flock to these pro products. Especially since their notoriety exceeds their only Instagram account.
Christophe Danchaud is also known to make up, for example, many French actresses (Marion Cotillard, Vanessa Paradis, Chiara Mastroianni…), the others multiply parades and editorials for fashion magazines. A formidable marketing weapon which also appeals to the big brands. Thus, the brand Zara is launching on May 13 its very first beauty line under the aegis of the Briton Diane Kendal, well known for her looks on the front page of Vogue, Allure, Interview. An additional fashion guarantee for this ultra-complete line with saturated tones and clean formulas, the looks of which are immortalized by the cream of fashion photographers Steven Meisel, David Sims, Mario Sorrenti… It didn’t take so much to be praised.
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