Hej, predivna! Spremna za malo ljepote i inspiracije?

Hey gorgeous! Ready for a little beauty and inspiration?

Last month, we talked about consumer fatigue and how tuning into your audience’s feedback is imperative for beauty brands. But there’s one thing that will never go out of style: innovation. 

Based on the conversations I’ve been seeing online, makeup lovers are hungrier for creativity than ever before. When I look to the cosmetics industry to see who’s satisfying that craving and changing the game in the process, I see an incredible range of folks whose unapologetic individuality have made them into the trailblazers they are today. On the heels of AAPI Heritage Month, and as we enter Pride Month and prepare to honor Juneteenth, it felt only right to celebrate the diversity that makes the beauty world so vibrant and creative. 

Here are just some of the amazing creatives – be they makeup artists, influencers, brand owners, or some combination – that have made the makeup industry more beautiful (inside and out).  

• Patrick Starrr

• After gaining a massive audience during the 2016 Instagram “beauty guru” era, Patrick has since launched his own brand, ONE/SIZE. The website states their mission simply but effectively: to create "performance makeup for all.” When he first came on the scene in the 2010s, Patrick challenged gender norms and expanded the cosmetic industry’s definition of what a makeup lover looked like. And now, ONE/SIZE has consistently delivered well-engineered, long lasting products that have inspired other brands to do the same. 

• Nikkie de Jager (NikkieTutorials)

• Also from the original crop of beauty influencers, Nikkie originally became beloved for her colorful looks, excellent technique, and support for cosmetics as a tool of self-expression (her channel-defining “The Power of Makeup” video has racked up over 43 million views since its release in 2015). After a blackmail attempt threatening to reveal her previously undisclosed identity as a trans woman, Nikkie took back her power and instead shared the truth herself, which has since cemented her further as a beacon of creativity and self-love. 

• Danessa Myricks

• Makeup artist, photographer, brand owner… Danessa’s list of credentials is nearly endless! With a passion for creativity no matter the medium, she launched her own brand with the goal to give users representation AND enjoyment; in other words, to take the pressure off while having fun. As a self-taught MUA herself, she designs products that are multi-use and highly pigmented – and they don’t just include an impressive range of skin tones. They celebrate them!    

• Amy Liu (Tower 28)

• Amy worked in the industry for decades before launching her own brand. She credits her entrepreneur father and an interest in making the beauty world more inclusive with her desire to create her own products. That initiative resulted in a cult-status label that’s constantly going viral for its excellent quality, gentle ingredients, and celebrity stamp of approval. A fun fact: she is a big fan of Jamie Kern Lima, founder of IT Cosmetics, like me! She cites Jamie telling beauty professionals that “All of you are responsible for beauty and the way people see themselves” as a major a-ha moment. 

• Ngozi Esther Edeme (PaintedByEsther)

• Nzgozi – better known by her social media handle, “PaintedByEsther” – has taken the internet by storm with her stunning, perfectly blended makeup looks. Always pushing boundaries and creating new trends, she’s become known for her dreamy undereye blush and bedazzled body stickers – all of which she creates on predominantly Black women, who are an under-recongized yet driving force of innovation in the beauty world. She’s giving flowers to so many who deserve it, and I’m thrilled to be able to give her some (even in this small way).

The changemakers of this industry, forged out of their own singular experiences and backgrounds, constantly inspire me. Of course, honoring individuality and heritage isn’t restricted to one month or day a year; I hope you’ll join me in continuing to encourage and uplift each other, and celebrate the things that make us who we are, year-round. It’s this kaleidoscope of uniqueness that is the foundation of both community and beauty – and we could all use more of both. 

Ljubav, sjaj i poljupci!

Love, shine, and kisses!