While more than two million subscribers earned her the label, “YouTuber” doesn’t top Lisa Eldridge’s list of career achievements.
As a makeup artist, New Zealand-born British woman has spent more than two decades portraying the faces of some of the most beautiful in the world (Cindy Crawford, Rosie Huntington-Whiteley and Dua Lipa, to name a few), yet the multiline bonding is still insufficient.
Today, Eldridge can simply be called an entrepreneur, artistic director, author, makeup artist or YouTuber, and she is.
“I was one of the first to embrace the virtual world, one of the first makeup artists to have a dot com and the first high-level professional in the industry to upload tutorials to YouTube,” Eldridge tells me. “I was nervous I had a lot of prominent, high-level fashion consumers, and at the time, other people thought YouTube was a little cheesy, but I really believed it.
Shortly after downloading his first good-looking instructions on the platform in 2009, Eldridge earned a reputation as one of the platform’s most detailed and reliable looking gurus, reflecting the professional techniques and trends he mastered for all women.
“The makeup network I’ve built since then is actually one of my proudest achievements and no matter how busy I am with my celebrity work, my editorial sessions and building my brand, it took time to film my videos. “she says. ” This balance between having a giant global audience online, while maintaining a superior editorial profile, remains something that makes me set aside today. “
What also makes it aside is its commitment to authenticity on the platform; To date, you have never accepted payments for advertising or online brands.
“My reviews are mine and one hundred percent of my advertising profits on YouTube go to charities that focus on women’s education and health,” she says. “My subscribers accept as true to me and know that I would possibly not provide a logo or product unless it really is. If you’re not smart enough to have compatibility with my professional kit, it’s not smart enough for my online channels. “
What some might say is that it “loses” in advertising profits and sponsored content, however, it largely achieves it in long-term partnerships. On the back of her videos and her widest paintings in the industry, Eldridge appointed Creative Director of Boots No7, where she was responsible for the development, redesign and relaunch of the logo from 2003 to 2013, and then became Director of Global Creation at Lanme.
And if that wasn’t enough, he introduced his own line of good-looking products in 2018, starting with 3 “True Velvet” lipsticks.
“I didn’t mean to create and throw a lipstick first, yet I dreamed of makeup someone with velvet lipsticks,” she says.
Inspired by sleep, she used a genuine velvet cloth instead of lipstick in a Youth Vogue session and became obsessed with turning it into a portable product.
“The shots were, but, as you can imagine, it wasn’t very comfortable for the model!” she laughs.
Although generating a lipstick that didn’t exist raised many challenges, Eldridge and his team, despite everything controlled, created an entirely new mold using a revolutionary generation and sun-exclusive color tones (e. g. , mixing shades of blue for the sun on a lipstick). with orange, terracotta or pink. ).
“That’s what gives my lipsticks their chameleon quality, I call them my secret pigments!” he exclaims. There have been months and months of testing, changes and reformulations to get each and every one of the right nuances and textures, but I enjoyed, and I still love it, seeing the look on people’s faces when they first saw the product. Wow!” And then “how?” I knew I’d done something very special. “
Lipsticks have a cult favorite, in fact, as movie and TV makers now write them in scripts.
“I was thrilled when I saw Michelle Pfeiffer dressed in Velvet Ribbon at French Exit; seeing the shadow immortalized in the film, about an actress as bright and epic as Michelle, was in fact an incredible feeling. “
But it doesn’t prevent it there. Today, Lisa Eldridge The Brand launches her first line of skin creams, Seamless Skin, with two new products; highlighter “High Glow” and “Enlivening Blush”.
“The tez is my thing, it’s my first love!” he says. I know other people have been waiting for me to launch facial products for some time, that’s a question I ask myself all the time, but I have a tendency to do things organically and at my own pace. contrary to what other people expect. “
The “Elevated Glow” illuminator is an elegant, seamless hybrid skincare illuminator, available in 4 shades, that favors all lighting fixtures and fades as it improves.
“I’ve tried to make sure my products are based on incredible science and cutting-edge ingredients,” says Eldridge. “In fact, I discovered Filmexcel, one of the ingredients in my Elevated Glow highlighter a few years ago and I was determined to include it in my first skin release. “
Filmexcel is a brilliantly intelligent filmogen biopolymer that provides a sculpted and toned effect to the skin, while moisturizing and protecting.
“Having worked on countless faces over the years, I know that the spaces of the face that we like to highlight can be problematic; The last thing we need is to draw attention to dry fine lines, pigmentation and pores, so it made sense to create anything that provides shine and helps treat the skin. »
Similarly, the “Enlivening Blush” delivers a sophisticated color in exclusive, cutting-edge skin makeup/care, available in six stunning shades, with a “skin-like” herbal finish.
‘My Blush Enlivening colors are also rich in antioxidants like rosemary leaf extract and cranberry and raspberry oils, as well as a round powder that provides a blurry effect to the skin,’ she says. all in a position to be launched into the world. “
As a component of the day’s many releases, Eldridge also brings back his Gloss Embrace lip gloss, whose first drop sold out in just forty-five minutes.
“There was no master plan, and it was in vain,” he admits, “so I was surprised and glad to see how fast the glosses were sold last time. “
The nourishing, non-sticky shine is now available in ten solar tones (with 4 new colors by 2021), all of which regenerate lips with nourishing oils and butters.
I have at least two in my bag at all times, however, Songbird is the tone I personally look for to the fullest occasionally right now: it’s a soft beige/pink putty, the best choice for summer. “
But wait, more (!) With seven new shades of sun from Eldridge’s luxuriously luscent lip colors, true to the shape of the brand’s only semi-transparent lipstick with a satin finish.
“Overall, I have a lot of first-hand experience and a well-balanced 360 education that many other people who launch brands don’t have, and that’s something I hope will manifest in the products I produce. “she says.
However, even with a complete and profound wisdom of how the good-looking industry looks at its levels, it does not aim to abandon YouTube or visitors’ paintings and compete with Shiseido, Boots or Lanme in the short term.
“What I love most about my paintings is variety: one day I will be in a lab to create products, the next day I will be in a session with a celebrity or I will write an editorial for a foreign logo campaign and the next day I will talk about the history of my documentary series or examine my collection of antiques in search of inspiration “She. “There is no master plan. “
Confident (but as far away from arrogance) about her position in the industry, her philosophy of good looks and painting has never changed.
“While I have worked with many of the world’s leading brands and have had a privileged position for so long, my audience tells me that they accept me as true and feel they can communicate with me, something I never need to lose. . . “
Award-winning journalist and blogger of everything that resembles culture: write about trends before they become global, innovation before advertising and the long term before it becomes global.
An award-winning journalist and blogger of everything that resembles culture, he writes about trends before they become global, innovation before it’s advertising, and the long run before it happens.