Empowering Women Through Makeup
The Garden Of Earthy Delights Photography & Production: Kourosh Sotoodeh @kouroshsotoodeh Model: Natalya Piro @natalyapiro Makeup: Deborah Altizio @deborahaltiziomakeup Hair: Linh Nguyen @linhhair Stylist: Yelena Deyneko @yelenadeyneko
For many decades people have been empowering themselves with the use of makeup. In the eighteenth-century people wore powdered white faces as a status symbol which represented wealth. It was also a way to cover diseases that affected the skin. Unfortunately, the lead ingredients would be proven deadly which was a heavy price to pay for beauty.
Today we move into an era of more natural cosmetics and breathable skin. Women want to look and feel beautiful without all the heavy foundations and piled on eye makeup. My job is to enhance natural beauty and bring out the best in someone’s features. If I’m working on a private client, I always interview them beforehand to see what their vision of beauty is. I try to connect to their style and create makeup to make them feel confident. The makeup application is more than just applying it to someone's face – it’s about connecting with the client and the full experience. Its the joy I get seeing someone’s energy shift while applying a cat eye or bold red lip speaks to my creative heart.
Makeup is a very powerful medium to empower women.
Sometimes women come to me to fix small problems such as blemishes or redness. Being a makeup artist is like a magician. You come in with your potions and lotions and transform and enhance. I like to think of myself as a doctor of makeup and have dedicated my whole career on researching products that work on each specific face. Like any service industry - you have a problem and I have a solution. The best make up artists out there have a solution for any scenario.
When on fashion photoshoots or working on runway shows – my magic can be in the form of covering a blemish or scar on a model or adding heavy contour to create cheekbones. The designer of the show or creative director of the brand would be the tastemaker on set and we would have to see their ideal of beauty and/or create a genius vision from their brief. As makeup artists, we enhance beauty and give people a sense of identity. Whatever you are channelling can be achieved through makeup.
The big makeup trend of 2019 is one that speaks to me as a makeup artist – glowing natural suntanned skin featuring full brows and coppery tones around the eyes. This was seen in the vision of the Victoria’s Secret show I worked on earlier this year. I came away inspired and ready to put the inspiration into my editorial work & clients! Educating myself and being a part of shows helps me to stay current and see what the modern ideal of beauty is.
Using a little bronzer can go a long way. All bronzed up, I come to life and feel like I just went on a Caribbean vacation. I am ready to take on the world! Who doesn’t want to feel like that? Can you imagine what these models must have felt like – ready to take on the runway! Even though there is an aspect of artificial beauty in this industry - “So What”! If that’s what it takes for me to take on the world then so be it!
There is also the topic of celebrity makeup. Many have intense schedules and need a boost of confidence to make them look rested after a hectic schedule or red-eye flight! Walking in with your bag of tricks, you can make them look alive. Lashes and concealer can do wonders to a tired face. I personally know the power of beautiful lashes which open the yes. As a ballroom dancer, I become strong with big open eyes when I walk onto the competition floor - it enables me to put on a persona outside of myself. The same happens with people in the entertainment industry – makeup and hair can be personal to the talent and it’s what they become known for. It becomes a persona and part of their marketing tool.
Another aspect I would like to touch on is the stream of natural organic products flooding the market. People want to feel good about using cruelty-free cosmetics. I can make someone feel good just by walking in with animal-friendly products. I don’t even have to touch their face! The idea of a product not containing harmful ingredients is a winner in itself. I have to test all the cruelty-free products on myself and make sure they hold up to my standard before the session.
As a professional on a production, you also need to understand the type of lighting that comes with the equation. There are many aspects of the industry you need to understand – not just how to apply a great face of makeup! Once you see the whole picture it will make sense. For example, when I’m on a photo or video shoot I need to look at the monitors to see if the makeup is correct for the lighting. You need to compliment the look and make everyone happy in collaboration with the vision. Everyone walks away feeling good about the production. As a makeup artist, you are constantly growing to improve and adapt to the changes in light and makeup. This is an exciting part of learning your trade and what separates the masters from the amateurs. There is a natural artist in me that wants to paint faces. It's not a taught talent - it comes from within.
My biggest advice to people who are starting now is to pay attention to why they want to be a makeup artist. Do you like elevating women through makeup? Are you a creative at heart and like to get theatrical when it comes to painting faces? Or perhaps you enjoy educating others with your make up knowledge? For me – makeup is about a feeling. When I do makeup it's like I am meditating, I go into another world and all of my years of experience come into play at that moment.
Understanding the way women relate to the transformation of makeup can help you decide if this is the path you want to take. If you are more about applying makeup on your face and you find that rewarding then maybe a makeup influencer/content creator might be a better approach but you still have to have a clear vision before pitching to clients. Whatever your journey may be - loving what you do is an essential part of it. People can tell when it's coming from the soul.