We Want More Artist-Backed Beauty Brands

The makeup sector of the beauty industry has always been rooted in both artistry and creativity. In recent years, however, the way we’re encouraged to shop for makeup has leaned heavily toward spectacle—viral launches, influencer buzz, and the constant churn of what’s new. But a growing wave of makeup artist–led beauty brands is recalibrating the conversation, bringing technical skill, professional expertise, and intention back to the forefront.

If you’re thinking, Makeup artist brands aren’t exactly new, you’re right. What distinguishes this current wave, however, is the depth of education and intention behind it. These brands aren’t just selling products—they’re teaching consumers how to apply makeup with professional technique and developing formulas designed to perform at an artist level. Through masterclasses, in-depth education, and bite-sized tutorials across platforms like TikTok, the artists behind these lines are expanding the definition of modern makeup artistry.

As beauty professionals, makeup artists have seen it all. Lipsticks that dry out too fast, foundations with little diversity, or liners that tug, not glide across the skin. “What makes [these brands] stand out, from the sea of others, is that they’re built on trust,” explains beauty expert and creator Kristina Rodulfo. “[Makeup artists have] built careers by trying every product on the market—across all skin types and tones–and by field testing in every circumstance, from weddings to world tours to the red carpet to on-screen,” adds Rodulfo. That kind of firsthand experience translates into products you can rely on.

The Shift

In the current era of TikTok beauty—where makeup can be more about gimmicks and fleeting trends—artist-led tutorials have become more popular than ever. As Rodulfo notes, consumers no longer just want to be entertained by makeup; they want to be educated about it. When every product in the collection is crafted to meet the high standards of an artist, you don’t have to be a skilled professional to learn their tricks.

“My goal was to create products that both artists and consumers feel confident using,” says Hung Vanngo, makeup artist and founder of Hung Vanngo Beauty. As he explains, making high-quality artistry accessible isn’t just the objective; it’s a core part of brand identity and a reflection of the artist’s expertise. Think: Patrick Ta’s glowing skin, Vanngo’s bold color stories, and Mario Dedivanovic’s soft glam looks. Their products are an extension of the techniques that made their work instantly recognizable.

The Expertise

Makeup artists bring a distinct perspective to product development—one that often becomes the cornerstone of their brands. Considerations like the nuances of shade and undertone, the priority of performance over trend, and the demand for multipurpose products and practical packaging are built into every decision.

“It means everything is built from the perspective, expertise, and needs of a working professional,” says Mario Dedivanovic, makeup artist and founder of Makeup by Mario. As a result, these products are designed to perform at a professional level and often lead to more expansive, inclusive collections. With artists at the helm of production, products are built with professional accountability—designed not just to sell, but to be used, relied on, and stood behind.

“Since I personally manage all my social media, I’m constantly hearing feedback from consumers. It’s allowed me to build a trusted relationship and gain insights that get poured back into the brand,” says Vango.

Dedivanovic echoes a similar sentiment. “We’re always striving to create products that cater to every skin type and tone, but diversity goes beyond product and representation and is also about accessibility, creativity, and self-expression,” he says.

The Impact

The increased presence of these brands has undoubtedly changed the industry for the better. As leaders in their craft, many have introduced new techniques and products that teach consumers how to use makeup in ways they hadn’t seen before. “I’ll never forget when Pat McGrath first launched with the glitter lip kits inspired by her runway work, which is something we [consumers] really hadn’t seen before,” says Rodulfo.

There are many other examples. Danessa Myricks’ viral Yummy Skin Blurring Balm Powder, which she notes is unmatched for its balm-to-powder finish, and Violette FR’s Bisou Balms, which simplify the once-hard-to-replicate blurred lip, show how artist-led brands are redefining everyday products. Through these lines, artists provide consumers with at-home access to professional beauty techniques.

The collective yearning for makeup artist–led brands has become so undeniable that even major retailers are taking notice. Earlier this year, Sephora launched its Experts campaign, highlighting brands founded by makeup artists, including Ciele, One/Size, Makeup by Mario, Patrick Ta Beauty, Danessa Myricks, Westman Atelier, Charlotte Tilbury, and M.ph. By spotlighting these lines, the campaign highlighted the value of artistry-driven products and the expertise behind them, underscoring that consumers increasingly want products designed by professionals who understand both technique and performance.

“Everything we do is rooted in education, and the goal is not only to create beautiful products for consumers but to teach, guide, and inspire them,” Dedivanovic. “It begins with a desire to design a product that simplifies one of my techniques so it can be recreated at home as effortlessly as possible.”

While this focus starts with the consumer, Dedivanovic and Vanngo also add that they aim to create products with fellow artists in mind, carefully considering what’s missing from many makeup kits and where performance can be improved. This dual focus ensures that every product works in the hands of professionals while remaining accessible to everyday users—bridging the gap between artistry and education and elevating the standard across the industry.

What’s Next?

The rise of makeup artist–founded brands shows no signs of slowing down. Consumers are clearly ready to embrace skill, and these brands are meeting that demand. “You’re not just buying the product, you’re buying the technique, too,” Rodulfo says. “Makeup artist brands are thoughtful about formulation and infusing the brand’s DNA with their signature techniques.” In doing so, they’ve created a new era where fans can buy the lipstick or blush worn by their favorite celebrity and learn exactly how to recreate the look at home.

“The future holds space for the next generation of makeup artists to launch their own brands, offering consumers even more options, which is exciting to say the least,” Dedivanovic says. Armed with tools and tips from professionals, the possibilities of what consumers can create are truly endless—marking a shift in beauty that blends artistry, education, and empowerment in ways the industry has never seen before.