As a makeup artist and beauty consultant, my work goes far beyond application. It is about understanding products deeply, translating a brand’s vision into visual reality, and guiding both teams and audiences on how makeup should truly perform on real skin. My collaboration with Aime Skincare for the launch of their Skincare Powder Foundation SPF, available in 8 shades, is a perfect illustration of this approach.

From product expertise to casting direction

Aime Skincare contacted me at an early stage of the project to provide strategic beauty consulting for the campaign. One of the key missions was to support the brand in the casting process, ensuring that each model’s skin tone accurately matched the corresponding powder foundation shade.

This step is crucial in makeup campaigns: shade credibility, inclusivity and accuracy directly impact how a product is perceived and trusted by consumers. Drawing from my experience as a makeup artist, we conducted shade tests prior to the shoot, validating undertones, coverage and finish on different skin types to guarantee authentic and realistic results.

On-set presence & campaign precision

I took part in the two-day campaign shoot, working in close collaboration with the creative, production and photography teams. My presence on set ensured:

• Flawless, makeup artist–led application techniques
• Consistent and accurate shade representation across all campaign visuals
• A refined balance between skin, makeup and light, aligned with Aime Skincare’s skincare-first philosophy

Each look was crafted to enhance the skin rather than mask it, allowing the Skincare Powder Foundation SPF to reveal its true performance : natural, luminous and sophisticated.

Transmitting expertise through education

Beyond campaign imagery, the collaboration extended into the creation of digital content for social media, where I shared my expertise through elegant, educational video formats. Drawing from my background as a makeup artist, I guided the audience through essential techniques, including:

• How to prepare the skin before makeup to optimise texture and longevity
• How to apply mascara with precision, enhancing the eyes while preserving a clean, refined finish

These videos reflect a luxury approach to beauty: informative, intentional and rooted in professional know-how.

A collaborative & brand-focused approach

This collaboration with Aime Skincare highlights my role as a trusted beauty partner for brands: someone who bridges creative vision, technical makeup expertise and product education. By supporting brands from concept to execution and by showcasing multiple ways to use and wear products, I help build credibility, consistency and emotional connection with their audience.

Beauty consulting, for me, is about elevating products through expertise, storytelling and real-world application, always with the perspective of a makeup artist.