This hijabi makeup artist is starring in a new Sephora campaign

She works in a US branch of Sephora, but now Chaimae Boulayad will also be starring in the beauty giant’s latest campaign.

The 23-year-old makeup artist, who’s based in San Francisco, was selected to star in festive advertising that uses the store’s own employees, rather than professional models.

The “Reach Out and Gift” campaign brings together 10 Sephora employees from across the US and Canada, with Boulayad the only hijabi woman featured.

The Arabic-speaking makeup artist is originally from Morocco, only moving to the States several years ago to finish her studies.

The Sephora campaign was shot by Dutch duo Inez and Vinoodh (and is due to be released on November 2), and Boulayad revealed the team behind the campaign was very accommodating of her faith.


“The stylist was very talented. She knew my culture already and she knew my religion — I’m hijab-wearing — so she made sure I was very modest-looking,” she told Racked.

While Boulayad has been working at Sephora for more than two years, she’s also established quite the presence on social media, boasting more than 47,000 Instagram followers.

She also has her own brand of argan oil, while her video tutorials are going to inspire us to try a few new tricks.

(She’s even a fan of Dubai’s own makeup brand Huda Beauty).

To take part in the Sephora campaign, employees were asked to submit a video talking about what beauty meant to them.

And the finishing result is something Boulayad believes “connects people together”.

“That for me is very important, as someone who’s very different, as an immigrant, as a Muslim, as an Arab woman,” she told Racked.



Three Beauty Influencer Collaborations Launching This Season

There’s no doubt that certain beauty influencers now wield the kind of commercial power that used to be reserved for high fashion stars. And the cosmetics industry is taking note, with big-name brands regularly snapping up the most widely-followed vloggers and Instagrammers to front campaigns, and, increasingly, collaborate on special collections. We take a look at three of the biggest influencer partnerships making waves this season.

Kandee Johnson x OGX


Beauty vlogger Kandee Johnson is in the news after her debut confectionary-themed haircare collaboration with OGX hit the shelves on November 1, comprising scented shampoos and conditioners designed to tackle specific hair issues, focusing on shine, bounce, and hydration. The confectionery-themed collection captures the spirit of the festive season, as illustrated by the product names: ‘Candy Gumdrop’, ‘Frosted Sugar Cookie’, and ‘Sparkling Cider’. The beauty star is on something of a roll lately, having launched a makeup collection with the cosmetics brand Too Faced earlier this year. The Kandeeland x OGX collaboration is available from Ulta, Walmart and Walgreens.


Patrick Starr x MAC

As one of the biggest beauty influencers in the industry, it was only a matter of time before Patrick Starrr was offered his own big-brand collaboration. It was MAC who eventually pinned him down, announcing a joint collection of holiday color cosmetics earlier this month. The brand has promised “mesmerizing custom-color essentials” from the upcoming collection, and according to Hello Giggles, the collection includes a lipstick, ‘lip glass’, lip pencil, eyeshadow and setting powder. It will launch this December. 

BH Cosmetics x Raye Boyce

Known to her fans as ‘ItsMyRayeRaye’, beauty expert Raye Boyce has built up a following of 1.7 million on Youtube and 1.6 million on Instagram. This fall, her social media star power landed her a contract with the affordable makeup brand BH Cosmetics, with the duo teaming up on an eyeshadow, highlighter and contour palette, as well as a nine-piece brush set for face and eyes. The palette features 15 matte and shimmer eyeshadows, three contour hues and three highlighters, with a focus on versatile shades that will flatter everyone. The collection is due to drop on November 17.


Charlotte Cho

Charlotte Cho is a South Korean-American esthetician, author and entrepreneur. She is best known as the cofounder of Soko Glam, a company that specializes in Korean beauty products. She is considered a major contributor to the current K-Beauty emergence in the U.S. 

Charlotte Cho was born in California. In 2008 she travelled to South Korea to assist Samsung in their marketing and communications department. During this time she met and married US Army Captain David K. Cho, and they both began curating Korean skincare and makeup products to the U.S. market. In 2012 they founded Soko Glam. The company is currently considered one of the most prominent firms specializing in K-Beauty products and treatments in the U.S.


Charlotte Cho regularly publishes her experiences and research about Korean beauty products, practices, and trends via various News Media and Soko Glam’s website. In 2015, she authored a book on Skin Care titled “The Little Book of Skin Care: Korean Beauty Secrets for Healthy, Glowing Skin” (2015).

  1.  “Meet the South Korean Beauty Importers: Insider Beauty, Peach & Lily, and Soko Glam”. Vanity Fair.
  2. “A Look at Korea’s Culture From the Bathhouse”. The New York Times.
  3.  “Charlotte and David Cho”. CNN.
  4.  “K-Beauty: The Exhausting Skin-Care Regimen That May Be Worth the Effort”. The Wall Street Journal.

L’Oreal Is Looking for Startups to Develop Smart Hairbrushes and Electronic UV Skin Patches

L’Oreal, the world’s biggest cosmetics company wants to see more beauty tech like sensory hair brushes that tell you how to care for your hair, and skin patches that let you know how much sun you are getting.

So it said on Friday it was launching a program of start-up collaborations in Paris as it ramps up digital investments and seeks out new beauty products like its “smart” hairbrushes.

L’Oreal makes an ever greater slice of sales online and has rolled out services and items for tech-savvy consumers, such as a phone app for virtual make-up tests.

The French group said it was looking to develop more inventions at a site for start-up companies in Paris, where 10 to 12 firms will work on projects with L’Oreal every year.

“The world of beauty has already become very digitalised … this will allow us go even further than what we do today,” L’Oreal Chairman and Chief Executive Jean-Paul Agon said, at a reconverted 1920s railway depot in Paris that now houses a start-up campus.

Known as “Station F” and launched by billionaire businessman Xavier Niel, it will now have a L’Oreal workshop.

Agon did not say how much L’Oreal had invested so far in start-up ventures and online development, but said the group’s budget for all things digital was growing fast.

L’Oreal (LOREAL-S-A) now spends 35% of its media budget on digital campaigns and had recruited 1,700 people to work in this area, he said. Five years ago staffing in this section was closer to 150.

L’Oreal derives about 7% of its revenues—which totaled 13.4 billion euros in the first half of the year—from online sales, up from just over 5% in 2015. It has not disclosed online growth targets.

The company has already invested in London’s Founders Factory, a so-called start-up incubator, last year, and it has its own innovation programme in San Francisco.

Products developed there include an electronic UV skin patch that measures exposure to the sun.

Aside from seeking new technology, such as developments in artificial intelligence or voice recognition software, L’Oreal will also work with start-ups developing new beauty products, be it creams or make-up, the company said.

L’Oreal’s push comes as Paris seeks to overtake London as a leading European tech centre for investors and inventors, in a “start-up nation” championed by France’s pro-business President Emmanuel Macron.

“We’re also happy to be contributing to that project,” Agon said. L’Oreal is France’s fourth-largest listed company.


Make-Up Tricks To Keep You Winter Ready

Winter is approaching and with this comes the task to make your skin look flawless even in thechilly season. The right make-up trick like opting for creamy blushers and choosing matte lipsticks can do the trick, say experts.

Vandana Luthra, founder of VLCC Group doles out make-up tips which would simplify your life in winter.


* Use foundation which are liquid in nature. Those who have dry skin should avoid powder foundation in the winters while oily skin can still use creamy to powder foundation.

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* Try and go for creamy blushers instead of the powder ones.

* For eyes, use liquid or gel eyeliners instead of pencil eyeliner. If using eyeshadow prefer the creamy ones.

* For lipstick use creamy over matte. If using matte, apply some vaseline over your lipstick to keep your lips from chapping and well moisturised or simply use a coloured lip balm. 

Experts at beauty brand Revlon too have some tips to share. 

* Colour plays an essential part in winters. Use earthy colours like brown or grey, which would make your eyes look attractive and the focus will go on your eyes. Also, use waterproof mascara as winter breeze can lead to teary eyes

* Use subtle and warm colour blushes and bronzers which are refreshing for winter season like- Rose shades

* If you have chapped lips, stick to tinted lip balms which contain sunscreen also. If your lips are in good condition then use moisturising lipstick

* Avoid matte or long-wearing lipsticks as they can lead to dryness. Instead, stick to sheer glosses, which will make the lips glow


Rihanna on Building a Beauty Empire: ‘I’m Going To Push the Boundaries in This Industry’

Rihanna’s make-up line, Fenty Beauty, has garnered rave reviews since its launch in September, both for its quality-to-affordability ratio and its emphasis on inclusivity. (It launched with 40 shades of foundation and an ad campaign featuring a diverse array of models.) Now that Fenty Beauty been named one of TIME‘s 25 Best Inventions of 2017, we caught up with its superstar creator to talk about how and why she’s building a beauty empire, and what’s in store for the future.

TIME: What’s your earliest memory of beauty?

Rihanna: My lifelong obsession with makeup started with watching my mom put her makeup on. I always loved to watch her, and all the funny faces she was making in the mirror. I never understood it until I got older and fell in love with makeup myself and really started becoming obsessed. The first time I remember having my makeup done was for this beauty pageant that I did in school. I was 15, about to be 16, just before I got signed. I had my full face done for this pageant — my mom actually did my makeup. And ever since then, ever since I saw foundation on my skin, I could never look at my skin without foundation again. Makeup, it spoiled me.

Why do you wear makeup now? What role does it play in your daily routine?

Makeup is like a secret weapon. Depending on my mood, my look, or the occasion, makeup can go from very subtle to a complete transformation, and that’s the fun in makeup: being able to play and create in endless ways.

You’ve said that you created this line so that all users could have a product that looked good on them, no matter the shade. Did you have difficulty in the past finding products that worked for you? And if so, how did you use that experience while creating your own line?

I’ve had my makeup done thousands of time, and when it comes to foundation, you just never know how it’s going to turn out. I think foundation should look like great skin, so it was important to me that the Pro Filt’r foundation had a soft matte finish because you want a dewy look, but never shiny! It was also important that every woman felt included in this brand. We are all so different, with our own unique skin tones, so we started with the 40 foundation shades out the gate.


What were the most important factors that you considered while creating Fenty Beauty?

Texture is the most important part of the Fenty Beauty brand. The highest priority is in the texture, from the foundation to Match Stix, to Killawatt, to Invisimatte Blotting Powder – it’s all about texture. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.

How involved were you in the process of creating the products?

I have 100 percent involvement in this process, which is what makes this so special and very fun. I have so much creative freedom from products to packaging, and that’s really the only way this brand will stay true to my vision for it.



What has surprised you the most about the response to Fenty Beauty?

I never could have anticipated the emotional connection that women are having with the products and the brand as a whole. Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.

Do you have a favorite product from Fenty Beauty?

I’m obsessed with Gloss Bomb. It never gets old. Everything about it from the XXL wand, the texture, scent and feel. But funny enough, some of my favorite products aren’t even out yet.

What’s next for you and the world of beauty?

The options are pretty much unlimited in the world of beauty, and I love challenges, so I’m going to continue to have fun and push the boundaries in this industry.


The 5 Absolute Best, Viral-for-a-Reason Makeup Products to Buy Right Now

There are some beauty editors who are really into haircare, spending their nights and weekends checking out new salons, and there are other beauty editors who diligently test every new skin tool, rolling spiked wheels across their faces while zapping their legs with lasers. And then there are the beauty editors like me, who audibly gasp and squeee when literally any new makeup product hits my desk, immediately swatching them down my arms and stuffing them into my bag to take home to test.

But aside from the fact that my apartment currently looks like an abandoned Sephora, this makeup obsession also means that I’ve personally tested a good 90-percent of what you see in stores, months before they even hit shelves. Which means I know first-hand which trendy foundations and eyeliners straight-up suck, and which indie concealers and mascaras can make even the deadest of hearts sing with joy. And now, I’m imparting that wisdom onto you, with the five makeup products I’m actually in love with right now, based on the very simple fact that they’re excellent.


Courtesy of Brands

Huda Beauty #FauxFilter Foundation, $40


I’ve tested this foundation on its own for a full-coverage (and I really do mean full-coverage) finish, and I’ve also mixed it with my moisturizer for a dewier, sheered-out look, and the formula honestly looks good both ways. It doesn’t crease or cake, and it comes in a pretty legit range of 30 shades with cool and warm undertones.


Courtesy of Brands

It Cosmetics It Girl Limited Edition Palette, $48


Some all-in-one palettes are kind of abominations to makeup (sorry; this is the truth corner over here), with shades you’d never actually wear on a daily basis. But this kit has exactly the shades you’d want to swipe on—i.e. neutral taupes and browns, and matte rose-golds and creams—plus an iridescent blush and eye primer that all incredibly pigmented and finely milled.


Courtesy of Brands

Revlon PhotoReady Color Correcting Pen, $11


Unless you’re a makeup master (or someone with a ton of patience), color-correcting can be a confusing pain. Either the formulas are too opaque and chalky-looking beneath your makeup, or the sheer number of shades is overwhelming. But these creamy pens, which come in three shades, apply like concealer and blend down to a super-subtle finish, so it’s honestly impossible to overdo it.

Swipe the green over zits and around your nose to neutralize redness, the salmon under your eyes to minimize dark circles, and the lavender across your cheekbones and on your chin and forehead to brighten sallow skin, then apply your foundation as usual. See? Easy.


Courtesy of Brands

Fenty Beauty by Rihanna Match Stix Shimmer Skinstick in Yacht Life, $25

Unlike some pinky-peach blushes that end up looking too dusty or milky on practically every skin tone except for one, this shimmer-spiked cream stick blends down to a ridiculously sheer finish that gives your cheeks just the tiniest hint of iridescent color, making it easy to use as a highlighter or a blush, depending on your skin tone.


Courtesy of Brands

Urban Decay Vice Metal Meets Matte Lipstick Palette, $35

seems like one of the gimmicky lipstick kits you had in 7th grade, but unlike the glitter-flecked one you got from Claire’s for your birthday, this 12-shade kit is filled with sheer formulas (which honestly feel more like tinted lip balms than thick, drying lipsticks) that softly fade away after a few hours to a pigmented, long-lasting stain.


Tokyo women are fastest at applying makeup in Asia

When it comes to makeup, the women of Tokyo are all about efficiency. They use the second-highest number of cosmetics but spend the least amount of time applying them, according to a survey covering six Asian cities and New York.

The Kanebo Cosmetics survey was conducted in October 2016 and covered 1,219 women, ranging in age from 18 to 34, living in Tokyo, Beijing, Shanghai, Taipei, Seoul, Bangkok and New York.

It found that women in Tokyo spent an average of 14.5 minutes for a single application of makeup. Women in Seoul were the most painstaking with their cosmetics, spending an average of 21.6 minutes in front of the mirror.

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The survey also found Tokyo respondents use 10 cosmetic products, on average, the second-most after Seoul, where women use an average of 10.6 products. Respondents in Shanghai and Taipei use relatively few beauty aids, averaging 5.8 and 5.9, respectively.

The share of respondents who said they enjoy or somewhat enjoy putting on makeup for work was lowest for Tokyo respondents, at 39.9%. The figure was the highest for Beijing women, at 77.4%.

“The survey indicated that Tokyo women may be using cosmetics as a tool to ensure smooth personal relationships in the workplace,” Kanebo said.

Among women in Tokyo, the largest share said they apply make up to give their faces a “sophisticated” look. In Beijing and Shanghai, “elegance” was key, while women in Taipei and Bangkok prefer an “intelligent” look, the survey found.

The results will be used for product development and education of salespeople overseas, Kanebo said.

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