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List essentially the most influential beauty creators of the moment and Aoife Cullen won’t be removed from your lips. Recognised by Dazed 100 as a digital pioneer (an achievement she names as a profession highlight, NBD), the London-based Irish make-up artist is certainly one of the brand new generation of MUAs bringing avant-garde editorial make-up to the masses, constructing a cult following online by sharing super-accessible tutorials in her signature experimental style.

It’s Cullen’s subversion of expectations, rejection of accepted conventions, and love for the weird that make her looks feel so relevant. “I really like with the ability to take a tool that was essentially created for the good thing about society to have a look at women, and use it in a way that they disapprove of,” she says. “I feel prefer it’s a type of reclaiming power: not only using it to look beautiful by society’s standards, but to create something and express who I’m”. It’s true: Cullen’s work is powerful. And particularly so given the mood of the moment, as gender becomes more fluid and private style becomes more necessary than ever.

It’s not that Cullen is completely rejecting the female, she’s just reimagining it. And in doing so, helping shape what beauty means for tomorrow. “There may be an undeniable power, beauty and awe inside femininity that I respect and adore a lot. Mixed with elements of ‘weird’, it sort of speaks to the long run image of femininity,” she says. The outcomes are playful, daring looks that mix high glamour with unexpected textures and hues. Take her hit Weird Lip Combo series, which showcases lip looks in metallic white, glossy orange or red-and-blue gradient. Sure, they don’t subscribe to traditional beauty ideals, but there’s no denying that they’re like candy to the attention (and fuel for the imagination too).

“I prefer to feel like I’m shape-shifting through make-up and expressing something greater than beauty,” Cullen says. And that she does. Scrolling down her feed is a type of escapism: part fantasy, part ASMR, and altogether proof that beauty can look nonetheless you would like it to.

Read on for more from Cullen including her unexpected current obsession and a few future products we could all buy into.

Are you able to tell us a bit about yourself and where you grew up?

Aoife Cullen: I grew up in a small town within the north of Ireland. It’s beautiful, quiet and familial and played an enormous role within the making of who I’m but I all the time longed to be in a city to precise and immerse myself in my passions and interests. I’m very emotionally intelligent and intuitive, sometimes to a fault and I really like seeing recent parts of the world, discovering recent music and fidgeting with make-up.

What’s it you do and why do you do it?

Aoife Cullen: I’m knowledgeable make-up artist and I specialize in editorial and artistic looks. As much as I really like traditional beauty looks, and can all the time respect their place, they never spoke to me the best way the weird ones did. I really like with the ability to take a tool that was essentially created for the good thing about society to have a look at women and use it in a way that they disapprove of. I feel prefer it’s a type of reclaiming power and never just using it to look beautiful by society’s standards, but to create something and express who I’m. I get a kick out of it when someone comments “ew” for instance.

That being said, I intentionally like to merge elements of beauty with editorial as an ode to traditional femininity because I feel there’s an undeniable power, beauty and awe with femininity that I respect and adore a lot. And mixed with elements of ‘weird’ sort of speak to a way forward for the image of femininity.

How did you get into it?

Aoife Cullen: I fell in love with make-up after I was about 13. I got a book a few make-up artist and browse it cover to cover and knew then what I desired to do. I just never modified my mind and continually immersed myself into the world of editorial make-up through runways, magazine covers, YouTube tutorials, Tumblr etc. I studied Make-up in Fashion for one yr. I went on to work for a beauty brand on counter for some years and gained a lot invaluable experience. At the identical time, I used to be working alone shoots and projects on the side to construct much more experience, make connections and grow as an artist.

What are you trying to speak through your work? 

Aoife Cullen: Since I used to be so drawn initially to the intentional imperfection and diversion from traditional great thing about editorial, I’m naturally inclined to do the identical myself through my very own work. Personally, in music, fashion and any creative outlet, I am keen on things which are weird and different and tell a story. I all the time aim to say something through my looks, or make the viewer consider something else, like a time, feeling, song or movie. I prefer to feel like I’m shape-shifting through makeup and expressing something greater than beauty. 

What’s been your profession highlight thus far?

Aoife Cullen: Being named in Dazed 100 as a digital pioneer in beauty. I even have been a long-standing Dazed fan and admirer so it was a extremely validating achievement that will probably be hard to top.

Who’s your beauty icon or favourite look of all time?

Aoife Cullen: Grace Jones because she was and still is ahead of her time. Also Dolly Parton because I really like people who find themselves so unapologetically themselves and express that through their style.

What’s your current obsession?

Aoife Cullen: Downton Abbey and mini skirts.

When do you’re feeling most beautiful?

Aoife Cullen: Once I’m with my closest friends, my make-up looks like a personality in a superhero movie and I even have a very good outfit on. Also, after I’m somewhere hot and sunny.

@aoifeartist the very best batch ever? 🥹 #editorialmakeup #weirdlipcombos makeup recreation of Terry Barber for @i_d ♬ original sound – aoife

Are you optimistic in regards to the future?

Aoife Cullen: Naturally I’m a extremely optimistic person so yes, but in addition no, because I’m not optimistic in regards to the way forward for the world on a bigger scale.

What’s the long run of beauty?

Aoife Cullen: I believe (hope) trend cycles will turn over even faster to the purpose they lose their significance and other people cherish their personal style, taste and individuality more. 

As a warning to the opposite members of the resistance, your head is to be mounted above the gates of town. How would you do your make-up that morning?

Aoife Cullen: A jet black messy smokey eye that’s a bit smudged, perhaps greasy, skinniest brow possible and like a silver or blue lip. 

It’s the yr 2100. You’re the owner of the biggest beauty tech company on the earth, what five products or treatments will you dedicate your resources attempting to invent?

Aoife Cullen: A tool to scrub and organise face gems, mascara that feels two months old when it’s brand recent, waxing strips in the precise shape of the brow shape I would like, pencils that don’t wear down and brushes that may’t get dirty that you just never must clean.

 You’ve gotten to exchange a part of your body with that of an animal or a mythological creature. What do you go for?

Aoife Cullen: I would like to have the ability to go underwater without coming up for air, so gills.