Makeup shouldn’t be a cover-up. Of course, we all use makeup to enhance our natural beauty, and to tell a story, but at the heart of that story should be the individual’s personality. Since joining Max Factor as creative director and global makeup artist, we’ve been taking the brand in a new direction, to explore the concept of beauty in all its forms, with a truly diverse and ageless approach.
The new project, as seen on Vogue, introduces the Max Factor Voices, a really diverse collective of women to tell us what beauty means to them, and how their life experiences have shaped this notion. By speaking to and working with this diverse and interesting group of women, we can develop new products and enhance the existing heroes so that they’re delivering exactly what women want from their makeup.
Since joining Max Factor I’ve loved using some of the cult products (such as the False Lash Effect mascara) and also the newer innovations (like the Radiant Lift foundation, which takes intelligent make-up to the next level with its hyaluronic acid-enriched formula). The new incarnation will be just as affordable and accessible as ever, but it will have a new, ageless appeal.
The You X Max Factor video series features 11 inspirational women from around the world
This week’s Max Factor Voices star is adventurer Annelie Pompe. Her wholesome approach to beauty was really inspiring to me. She says: ‘I think that people who live close to nature are more humble and more close to themselves.’ So what does beauty mean to her? ‘Kindness is what makes people beautiful. Beauty isn’t about the face, it’s something that shines through from the inside.’
Influential Middle Eastern fashion designer Alanoud Badr is a passionate advocate for positive cultural change, whose own fashion label, Fozaza is all about challenging conventions. It was such a pleasure working with Alanoud, and as you’ll see from the video, she has a really refreshing approach to makeup, and beauty in general.
Stay tuned for more from the series, and keep an eye on my Instagram for a sneak peek on what I’m working on next!