Social media has revolutionised how magnificence is curated, captured and consumed. When Pat McGrath Labs was born two years in the past, it encapsulated my obsessions, inspirations and addictions. My intention in creating it was to thank my make-up-obsessed followers with essentially the most divine gold pigment ever formulated. Once I found it, I knew I could not wait the 2 years most manufacturers must do a full manufacturing run. The concept of a product “drop” got here from musicians, and what was taking place in trend with streetwear manufacturers. Ninety days later, I dropped Gold 001 and it was insane: 200,000 folks tried to purchase 1,000 items and it was all gone in six seconds. This new method to magnificence — a one-to-one dialogue between creator and shopper — wouldn’t have been potential with out social media and it marked a brand new age within the business. This assortment has been 25 years within the making and is in regards to the freedom of make-up — liberating women and men to make use of their magnificence with out warning.
The pictures that I’ve created for my debut challenge as magnificence editor-at-large for British Vogue characterize the identical spirit as my model. That is the period of digitally empowered make-up, and social media’s fingerprints are throughout them. I met the photographer, Desiree Mattsson, together with the nail artist, Sarah Nguyen, on Instagram. (As Nicki Minaj as soon as properly mentioned, it went “down within the DM”.) Then again, our extraordinary hairstylist, Eugene Souleiman, has been one among my most valued collaborators and mates since my earliest days within the business. To deliver each side of my skilled life — the previous and the brand new — collectively over one lengthy day and night time with the Vogue magnificence staff in New York Metropolis throughout Trend Week makes these photographs much more particular.
That is make-up as fearless fantasy, the last word in ephemeral beauty couture: the golden eye armour that took three hours to create from tiny steel stars, gold-wire lashes and a lot extra; the bejewelled lip, constructed from three totally different sizes of crystals delicately positioned on our beautiful mannequin Leomie’s mesmerising mouth. I hope these main, if painstaking, creations encourage folks to take possibilities with how they specific themselves by means of the medium of make-up. Whether or not it’s a bolder lip, a dewier cheek, a extra lush lash or an exceptionally extravagant eye, no time is healthier than the current for unleashing your beauty creativity. These photographs are the core of what I imagine magnificence is now There aren’t any boundaries. It’s time to say “Why not?” to every part. Simply play, and see what occurs. Freedom is at your fingertips.