The celebrity make-up artist tells Eve Oxberry why the time is right to launch his first product line, and what pro MUAs need to do to stand out in this Instagram-first market

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With some 25 years in the industry under his belt, make-up artist Armand Beasley’s career has spanned editorial, fashion and celebrity work, as well as presenting, hosting and judging. Having started life as an actor, he fell into beauty by taking a job on a make-up counter between roles. His unusual blend of charisma and technical skill soon saw him snapped up for beauty presenting roles on shows such as GMTV and This Morning and earned him loyal clients such as actor Goldie Hawn and singer Nicole Scherzinger. Also one to give back to the industry, you’ll regularly find Beasley at Professional Beauty events, hosting the Warpaint stages and judging teams.

In fact, the only corner of the make-up world he’s yet to venture into is product development – until now. Beasley’s first product, Pro Body Glow, hit the market just a couple of weeks ago, launching at Professional Beauty North, and will soon be followed up with a full range of natural, vegan and sustainable colour cosmetics.

“I’ve been approached many times over the years to consult on brand launches but always said no, because I’d have very little control and I just can’t be involved in anything I don’t fully believe in,” he says. “I’m a big fan of natural health and beauty but I’ve been disappointed with the quality of products coming through from a natural make-up perspective and I felt there was a gap in the market for a professional brand that was ethical, crueltyfree, but also really high functioning.”

While Pro Body Glow (a balm that gives a subtle ‘red carpet’ sheen to the skin while also hydrating) is a one-off collaboration with natural brand BuzzBalm, Beasley is developing his core range from scratch. “I’ve spent six years formulating it,” he says, adding that packaging – in particular the avoidance of single-use plastics – has been one of the biggest challenges. “If you think, as a make-up artist, about the number of disposables you get through, the amount of single-use plastic we’re using as profession is obscene and it’s really down to us to make a stand and educate our customers as well as our peers,” he says. “There are some great bamboo wands out there but sometimes even those are wrapped in plastic then put into another box with more plastic.”

Beasley at the Warpaint Championships 2019 in London;

Beasley’s work on singer Natasha Hamilton;

Photography: David V. Barron

“The amount of singleuse plastic we’re using as a profession is obscene and it’s really down to us to make a stand”

It’s not just plastics though, Beasley is just as passionate about the traceability and sustainability of the ingredients used in cosmetic formulations. “We also need to be careful about corn starch, for example, because a lot of it comes from the US and is genetically modified, which doesn’t do us or the health of our soil any good,” he says. “I’m very much aware that everything has a source so we need to make sure we’re respecting that particular source.”

New product Pro Body Glow

With natural and sustainably sourced products gaining more traction in the mainstream market, Beasley is also tipping this as a key influence on the make-up trends we can expect to see coming through next year.

2020 trends

“You’re still going to get some looks that are very experimental but I think we’ll see more that are very stripped back too, so moving away from the tattoos and full-glamour and focusing on the health of the skin, embracing freckles and lines,” he says.

Other trends to prepare for in 2020, he adds, include a stronger juxtaposition between textures and a closer fusion between make-up and technology. “There’s a lot of gloss placement at the moment around the eye area, mixed with very matte lips and I think that contrast is going to be seen more on the body and a lot in nail art as well,” he says.

“There’s going to be evolution in technology too, not only as a consumer but as an MUA, so you can create trends and people will tap into them on their smartphones to see if those look suit them.”

Solid ground

While the evolution of technology may bring new opportunities for make-up artists, one of Beasley’s strongest pieces of advice to those looking to take their career to the next level, is not to place all their focus online. “Everyone with an Instagram account says they’re an MUA now, whether they have a qualification or not,” he says. “It’s great that you can create a work of art but can you do it without the aid of a filter? Because there are so many people doing it, you need something that makes you stand out.” To achieve lasting success, he advises doing as much live work as possible, to refine your craft. “Some MUAs are not very good talkers. They’re very artistic, which is fantastic when you’re at home doing it in front of a screen to your followers, but if you’re going to go out on shoots or get on a stage, you have to be able to communicate what you’re doing and how people can take those tips and use them at home,” he says. “Working on a shopfloor or in a salon are great for your communication skills, your patience and your speed, all of which are so important for professional MUAs.”

KEY DATES

1994

Armand Beasley makes his first foray into make-up on the Clinique counter at Kendals department store in Manchester

1996

Following a stint as YSL’s make-up expert, Beasley joins Givenchy as national make-up artist, travelling the world for editorial and fashion work

1998

Joins House of Fraser as its first personal beauty advisor, where he is spotted by TV producers and approached to contribute to regional North West TV programme Granada Tonight

2000

Begins a freelance career, building up more TV work as onscreen MUA and beauty expert on national platforms such as Channel 4’s How To Look Good Naked and ITV’s GMTV and Changing Faces

2003

Having reported on The Oscars for GMTV, he is chosen as Bafta’s official spokesperson for make-up, which leads to work with many celebrity clients

2011

Begins working with Professional Beauty as a lead judge for the Warpaint competition and the Professional Beauty Awards

2019

Secures more TV work, including a stint on This Morning. Launches first product, Pro Body Glow, with plans for a full natural product range next year

Beasley working on actor Goldie Hawn for ITV’s Loose Women;

A finished look for actor Amber Rose Revah;

Photography: Alan Strutt

One of Beasley’s previous promo shots

Less time spent with technology, and more dedicated to being outside among nature, is also key to creativity, adds Beasley. “You might see a beautiful leaf and think, ‘wow I love the texture, the shades – the russet red fading into the burnt orange, I’m going to create that on an eye’, rather than scrolling through Instagram looking for inspiration from looks that have already been done – and probably airbrushed.”

On the inside

Having fallen into a make-up career somewhat accidentally himself, Beasley says it was a fascination with people that has kept him here for so long. “I enjoy the psychology and the power of make-up and how it can make you feel,” he adds. “So, a real focus for me now is getting across the message that you’re good enough as you are. Don’t get me wrong, I love transformation, but don’t be a slave to it. Make-up is your wardrobe to express how you feel today, it’s not about being a prisoner to a certain look with hair extensions, false lashes, lip filler. So many young people lose their identity and think this particular look is going to bring them happiness.”

Next year, Beasley will be spreading his message via even more live events including the second Make-up Week, a live festival he helped launch in Mumbai this year in association with Professional Beauty India. “I love travelling and India is a fascinating country so I want to do more there and more on an international level in general,” he says. “Presenting and communication are my passion, but so is integrity and I think some of that has been lost in our industry because there are a lot of people are setting up very quickly so I want to champion creativity but with proper training and accreditation.”