Beam girl summer

The makeup world can feel youth-obsessed, with older skin often left out. Those with mature skin aren’t usually given the green light to go for brighter, bolder makeup looks but Beam makeup artist Yolanda Dohr is fighting this taboo on set with her beautiful mature model, Linda: 

“We want to show that mature models and women can wear different types of makeup. There’s a stigma that makeup on mature skin won’t look good if there’s glitter involved, and we want to show that you can, and it can look amazing.”

With Linda’s makeup look, Yolanda proves that mature skin can sparkle with vitality and stand out from the crowd, “it’s about making it look nice and fresh,” she says, “but also adapting it to the model’s personality and skin type.” 

Yolanda’s fresh and feisty makeup look on Linda is part of the wider message of what Beam’s services provide, namely, age and skin-inclusive professional makeup services that are bespoke: “We adapt our makeup looks to the person in our chair. We listen to what our customers want and we make them feel seen and heard.”

Clients new to professional-grade makeup services could feel intimidated by editorial-looking makeup looks, but Margherita Lascala, another gem in Beam’s professional makeup artist team, proves with her two models that you can combine natural features with just a touch of boldness for an effect that is striking but not over the top.

“My first model has red hair with fair skin, and I wanted to enhance it, so I used a lightweight foundation because her skin is amazing. I also wanted to show all her freckles. I then added a lot of blush to create a nice contrast with her hair colour.”

Margherita then created a strong green-blue eyeshadow look for her second model as a way to inspire clients who want to go a little further. “As these shots are for our customers, it’s a good way to show them you can go for creative makeup without it looking too much.” For Margherita, working at Beam allows her to express herself fully as a makeup artist, including experimenting with creative looks, “we don’t have to stick to a certain style,” she explains. “Also, we’re not affiliated with specific makeup brands, so we are free to do whatever we think is best. We are trusted.”

Enhancing the beauty of natural features is what Beam makeup artist Clara Milnes created with her two models. With model number one, Clara applied a spotless base to let her natural features shine through with just a touch of elevation: “I did a very clean, glowing skin look with a little bit of smoky eyeliner and an ombré red lip. I wanted to highlight her natural beauty; she’s got beautiful eyes and skin, and didn’t need much makeup at all”

Clara went further with her second model, all while ensuring her natural beauty took centre stage: “I did a smoky eye and blew it out with a lilac purple and dark lip liner with a gloss. I wanted to enhance the natural beauty of this model’s face as she’s got a lovely heart face shape, and the way I’ve blown out the colour highlights that.” For Clara, the shoot was all about colour experimentation, “as Beam is a fun brand, I wanted to show customers that you can do more than a simple smoky eye.”