The Queen of the ‘Instagirls’ // Gigi Hadid on taking the fashion world and social media by storm

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Social Supermodels Like Gigi Hadid and Kendall Jenner, Fueled by Instagram and Twitter, Are Hitting the Fashion Stratosphere

Supermodel Gigi Hadid is big on social media.

It’s about 6 p.m. on a chilly Tuesday in late March, and model Gigi Hadid, equipped with a jar of charcoal pencils, is gleefully scrawling enormous hashtags on the stark white walls of a photography studio in lower Manhattan.

“I could do this all day!” effuses the 19-year-old Los Angeles native, who has, in fact, spent the better part of the day here, posing in sky-high stilettos. The following day, she posts a photo from the shoot on her personal Instagram account, with a caption thanking the makeup artist for her “on fleek” eyebrows. Some 24 hours later, the image has garnered more than 185,000 likes and 1,400 comments from her 2.5 million followers on the app. (Hadid’s total social following, including Twitter, has grown to more than 2.8 million.)

It’s that social media clout—not to mention the stunning face, killer body and irresistible personality—that has helped propel Hadid, seemingly overnight, from up-and-coming model to global fashion celebrity. And brands have taken notice. Over the past year, Hadid has scored big contracts with the likes of Tom Ford, Victoria’s Secret Pink and Maybelline.

Along with contemporaries like Kendall Jenner, Karlie Kloss and Cara Delevingne, Hadid is part of a new wave of digitally savvy models taking the fashion industry by storm. Dubbed “the Instagirls” by Vogue, these millennial models have achieved success both in the realm of high fashion and the commercial world—a rarity since the supermodel era of the ’90s. These days, some models are just as likely to be found on the Paris runways as in the pages of a celebrity weekly or Taylor Swift’s latest Instagram post—or in Kloss’ case, on the cover of Vogue with her good friend Swift.

“Social media has allowed these girls to have a voice and a platform and not just be some random, anonymous model,” says Teen Vogue editor in chief Amy Astley. “Young people today are totally open to a self-invented person who uses technology to launch their career and put their message out there,” the editor adds.

Hadid was just 14 when Instagram first launched, and she recalls having had an innate sense of social media long before she began consciously using it to further her career. “I think it’s always come naturally to just be genuine on social media and to put things into words that people can relate to, rather than putting things in a way that makes them feel that they can’t be a part of it,” she explains.

In high school, having gained a bit of notoriety from appearing in two Guess campaigns and a few episodes of The Real Housewives of Beverly Hills (on which her mother, former model Yolanda Foster, is a cast member), Hadid began hosting her own Q&A sessions on Twitter, dubbed “Ask Gigi”—something she continues to do when time allows. “I answer random things like, ‘What was your favorite class in high school?’ ‘What’s your favorite ice cream?’ Stuff like that,” she relates

Dubbed ”the Instagirls” by Vogue, these millennial models have achieved success both in the realm of high fashion and the commercial world—a rarity since the supermodel era of the ’90s.

After graduating high school two years ago, Hadid relocated to New York to pursue a degree in criminal psychology at The New School. By the end of her freshman year, she had made her New York Fashion Week debut and was the newest face of Tom Ford. By the following September, she was booking runway shows for Marc Jacobs, Jean Paul Gaultier and Chanel.

All the while, she continued promoting herself via social media, posting a mix of captivating selfies, behind-the-scenes shots from her modeling projects and inside looks at her life as a teenager hanging out with family and friends (including Cody Simpson, her indie-musician boyfriend, and friends like Kendall Jenner). By the beginning of 2015, Hadid had amassed nearly 1.5 million followers on Instagram alone.

When it comes to landing major beauty and fashion contracts, having a built-in social following can be a priceless advantage.

“If a model happens to come with a few thousand or a few million followers, that’s amazing for brands,” notes Harper’s Bazaar executive editor Laura Brown. “Especially if you’re a brand that wants to target a new, younger demographic, you’d have to consider [hiring] those girls in a second.”

“There are tons of examples of successful working models who don’t have a big Instagram following and aren’t interested in social media,” adds Teen Vogue’s Astley, “but it’s becoming something more and more that the ad clients are looking for—and all the girls know it. The game is definitely changing.”

In January, the game changed for Hadid when she revealed (via Instagram, naturally) that she had scored her biggest contract yet with beauty brand Maybelline—a deal that has the potential to make her into a household name. According to Maybelline’s global brand president, the model’s social following played a key role in the decision to hire her. “Gigi is extremely connected, and beyond being connected, she is fantastically engaged with women around the world,” he says. “She is extremely relevant for the millennial consumer, not only because of who she is externally—her beauty, her fashion, her style, her sexiness—but also because she is a girl that has amazing confidence, has amazing drive and is willing to share that with women through social channels.”

Just before Hadid’s Maybelline announcement, Estée Lauder made headlines by hiring its own Instagirl: Kendall Jenner, the 19-year-old Kardashian sister who, with a social media audience of nearly 40 million (including 22 million on Instagram), is by far the most-followed model in existence.

While it has taken big sister Kim Kardashian years to become accepted by the fashion industry—which is notoriously wary of “lowbrow” celebrity (consider the backlash over Kardashian’s Vogue cover last year)—the statuesque Kendall has been widely embraced since she signed with Elite Model division The Society Management in 2013. On top of dozens of runway appearances, she has appeared in ads for Marc Jacobs, Givenchy and Karl Lagerfeld—and just last week signed with Calvin Klein Jeans.

Jenner’s Estée Lauder deal represents a significant step for the cosmetics giant in reaching out to a younger audience. By signing her, the brand gets instant access to millions of women in its target demographic. “Whether you like it or not, people are fascinated by her life and the world in which she lives,” says Estée Lauder global creative director Richard Ferretti. “The fact that she is now behind the scenes at runway shows and going to these great parties, there’s great interest in that.”

Ferretti notes that Jenner also happens to have a resumé worthy of an Estée Lauder model. “The fashion designers love her, and her fashion credibility and her personal style is pretty outstanding,” he says. “So that, as a representation for our brand, is pretty incredible.”

Both Kendall and Gigi are very professional, really hardworking and grateful for where they are,” adds Astley. “They don’t ask for any special favors. They’re physically great specimens. And the fact that they’re known to the public and have a big social following is extra, and it’s great.”

It’s not just the newcomers who have benefitted from this social media revolution. “Girls who have already had success in modeling have been clever about leveraging social media to make themselves known outside the small world of high fashion and expanding their careers, because the high-fashion career can be a short one,” says Astley.

For the Instagirls, building a personal brand online isn’t just about boosting their modeling pursuits. It’s also a form of insurance against the inevitable aging out that happens in fashion where someone in her late 20s is considered ancient.

Originally published in the March 30 issue of Adweek magazine. The story story and pictures can be viewed here.

Kim Kardashian’s glam master Mario Dedivanovic shares his secrets to polished & oh-so pretty makeup

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To aspiring makeup artists everywhere, Mario Dedivanovic is a super hero of sorts. Don’t just take our word for it. One only needs to check out the YouTube videos dedicated to re-creating his concealer technique, his packed out workshops, or the 72,000 and counting Twitter followers that refer to Mario as the ‘go-to glam master’ or the ‘god of makeup artistry.’ While Mario has spent the past decade showcasing his skills on countless editorials and red carpet looks, there is one particular client that has firmly cemented his status as an iconic beauty maker. Mario’s self-professed ‘muse’ Kim Kardashian’s flawless complexion, perfectly arched eyebrows and fluttering lashes have set the bar on how modern glamour girls want to look – polished and oh-so pretty. We asked Mario about his makeup kit essentials, what every woman should be doing to enhance their beauty, and how we too can create eyes and cheekbones that pop.

How did you start out in the business? What was some of the best advice you got along your journey to success? I was introduced to the beauty business when I was 17-years-old and began working at Sephora in NYC. I was hired to work as a fragrance consultant but the makeup was more interesting to me. I fell in love with the art of makeup and was determined to become a great makeup artist. A great piece of advice that I learned early on was to always compete only with myself and not others. To do better today then I did yesterday…better tomorrow then I am today.

Fans of your work say they can immediately spot a celebrity face that you’ve transformed; how would you describe your signature makeup style? I don’t really think much about my ‘signature style’ so it’s hard for me to answer that one. I love to do very polished, pretty and clean makeup and I try to be consistent with my work. For me, there’s nothing worst then being hit or miss.

What are your absolute essential products you have in your makeup kit? I have so many essentials in my kit and they change from time to time; Kiehls Ultra Facial Moisturizer, Josie Maran Bear Naked Wipes, Shu Uemura eyelash curler, Eye M Glam all over highlighter, Smolder eye pencil by MAC – the list goes on.

Your fans travel from around the world to attend your workshops; what questions do you seem to get asked time and time again by guests? Before I did workshops, I was afraid that people would ask me a lot of questions about my clients or would be more interested in the whole celebrity world. I was surprised and relieved to see that wasn’t the case at all. Most of all who attend my workshops are very serious about makeup and the majority of the questions I get asked are about product names and shades that I’m using, my technique and tools. I always allow for questions the entire time I’m working so that they really have an understanding of what I am teaching.

Could any beauty fan benefit from your workshops or just makeup professionals? Any beauty fan can certainly benefit from attending one of my workshops.

Kim Kardashian

Your ‘muse’ Kim Kardashian has become a beauty icon for her sculpted cheekbones, defined brows and ultra-glam lashes: what easy tips can you give for emulating this look? Don’t over pluck or wax your brows and fill them in using pencil or powder. Curl lashes and apply Lancome Hypnose Mascara to top and bottom. Use individual eyelashes in medium to really open up the eyes. Lastly, highlight your cheekbones and eyes with Eye M Glam.

What is the one thing every woman should do to enhance her face and beauty? The eyebrows are very important and frame the whole face so I would definitely recommend keeping your brows groomed and in a shape that best flatters your face.

What is the biggest mistake you see women making with their makeup all the time?Just an FYI – I don’t usually critique a woman’s makeup in my mind upon meeting her, LOL. People always assume that I do. If I were going to critique as a whole, I’d say the biggest mistake women make with their makeup is choosing the wrong color foundation and/or not blending their makeup as much as they should be.

You are a master of contouring: what are your go-to tools and products for achieving this look? Is it worth investing in special contouring brushes or palettes? Quality brushes are always worth investing in and will make your application much easier and last longer. I contour using different products, depending on the skin tone I’m working on or the effect I’m going for. I like to contour using a foundation that’s a few shades deeper than the skin tone and always blend it into the skin and hairline with a damp beautyblender sponge.

Is there a celebrity or model you would love to work with, or give a glam makeover?Yes, of course ;-) I feel as though I’m just getting started, so please stay tuned.

MARIO DEDIVANOVIC

When is your next workshop? I was recently the Keynote Speaker at The Makeup Show in L.A and it was an incredible experience to say the least. I do plan on hosting more workshops in the future and I’d love to travel to Miami, Chicago, Atlanta, London, Australia and the Middle East & wherever else people ask of me to go.

Craving Longer, Fuller, Sexier Hair? Everything You Need To Know About Hair Extensions

Craving Longer, Fuller, Sexier Hair

From Kim Kardashian’s glamorous raven locks to the sexy tousled waves on the Victoria’s Secret runway, these girls sure know how to inspire serious hair envy. The secret behind this supermodel hair? Hair guru Orlando Pita rolled up to this year’s VS fashion show with an entire suitcase packed with extensions and wigs. Proof that with the right extensions, those longer, fuller, oh-so sexy locks are yours! We asked hair stylist and extensions expert Sherri Belanger from the Román Salon in West Hollywood to create an essential guide:

Want Something For The Weekend? Consider Clip-Ins

If you are considering adding length to your hair, but aren’t ready for the commitment of hair extensions, clip- in’s may be the perfect solution. Pieces can be purchased at most wig stores, and some beauty supply stores and are perfect for someone who only wants to add volume and length occasionally, like on the weekends, or for an event.

Clip-In With Caution!

You can’t sleep or swim with them, so save yourself the embarrassment and don’t wear them when trying to do either. I’ve seen clip-in pieces on the floor at a club, in the bathroom at a restaurant, in the pool in Las Vegas.. yup. And be sure that your pieces match your hair, ladies. I see it all the time – girls with light brown hair and golden highlights – and bleach blonde extensions! If you have different tones of color in your hair, then your clip-ins must have different tones too otherwise it screams fake. They make so many options these days and offer many sets with low lights and highlights throughout which makes them look much more natural.

Are You Ready For A More Long-Term Relationship

Are You Ready For A More Long-Term Relationship?

If you find yourself becoming addicted to your clip-ins and wearing them almost every day, it’s probably time to start shopping around for a more permanent method. I encourage you to do some homework and shop around to find a method and a stylist that seems best for you. There are many different types of extensions with varying price ranges and qualities.

So How Much Do Hair Extensions Cost?

I get emails daily with this same question over and over. Though I understand this is important, it’s not as simple as that. Price varies depending on many things and you need to learn all about them to better understand where your money is going. If the hair is really cheap, then it probably won’t last very long, and you will have to replace it frequently. The better the quality, the longer it will last. If a stylist is charging you $2500 for extensions, and says you have to replace the hair every few months, then she is ripping you off. Hair that is that price should last you up to a year.

Extensions Are An Investment – and Need To Be Maintained

Once you have hair extensions installed in your hair, you will need a “blending” haircut to finish (and make sure to ask if it’s included in your service charge) You will need them to have your extensions “maintenanced” every few months. This means as your own hair grows, so do the extensions, and after about 2 months it’s time to move the extensions back up to your scalp. This is an additional service so it’s important to consider this when investing in hair extensions.

Important Questions To Ask Your Stylist

Firstly, you need to be sure that your hair can even handle hair extensions. Bad candidates include someone losing their hair, someone whose hair is too short for installation, or someone with severely damaged hair. If your hair is damaged, it’s so important to cut back on the things creating the damage like flatironing. Be sure to check the temperature dial on your hot tool – someone with fine hair shouldn’t have their iron turned up to the max. These tools get hot and can literally burn your hair off, so keep that in mind. Once you burn your hair you can’t “unburn” it. Try to always use a heat protectant product before styling to coat your hair and act as a protective shield. My favorite is Ciment Thermique by Kerastase, but all product lines have their own version of heat protectant products, so shop around if you’d like. The good news is the hair growing back from your roots is virgin hair and has a chance at a new beginning of healthy hair, but if you keep over processing it you’re never going to recover from the damage, and over time it will get worse.

If your hair is damaged from lots of bleaching or changing your hair color often, you may want to chat with your hair stylist about other ways to achieve the color you like without having to create extra damage. If they still are damaging your hair excessively it might be time to find someone new. Natural looking color is so in style right now, and this is huge for us! It means less visits to the salon, which saves damage, time, and money. By taking a more natural approach to your color you are saving yourself all around.

Can Extensions Be Dyed To Match Your Hair

Can Extensions Be Dyed To Match Your Hair?

Coloring hair extensions can be tricky since it’s hair that has been through some processes that we don’t know about. I would never attempt coloring your own extensions at home… ever. Consult your stylist and see if they are able to help you out. It is true that when you have roots throughout your hair, especially when it comes to hair extensions, it blends them and makes them look so natural. Bumble and Bumble makes hair powder in a few different colors which would work great and be a temporary option too.

The Bottom Line

My belief is if you trust your hairstylist, have seen their portfolio of hair extension work, and feel confident in them, then go for it! Everyone has their own personal preference, and whatever works best for you works best for you. I encourage clients to ALWAYS schedule a consultation before getting hair extensions. While extensions are not permanent, they aren’t cheap, and you need to feel good about your new hair awaiting you!

*The hair Sherri uses has been sought after by many stylists but she won’t divulge her secret to anyone. “I’ve spent many years searching for the best quality hair, and now that I have found it, I’m not letting it go! Stylists contact me all the time curious about where I purchase my hair from, but unfortunately I have to keep it to myself!”

Celebrity trainer Gunnar Peterson shares his hot body training & diet tips

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He’s the man behind some of Hollywood’s hottest bodies and the trainer that celebs like Kim Kardashian, Sofia Vergara and Jennifer Lopez turn to for his no nonsense, take-it-to-the-max positive attitude and curve sculpting skills. We asked the Big G for some of his golden rules to getting that strong & sexy L.A body.

How would you describe your diet and workout philosophy as a trainer? Shoot for 100% and you’ll end up at 80-85% and you’ll be great. Shoot for 80-85% and you’ll end up at 65-70% and you’ll be disappointed – regularly.

They say you are what you eat. In the food vs exercise ratio, what percentage does a clean diet contribute to a lean body? The closer you are to your perfect body the more nutrition plays a part. When you are miles away it’s not imperative to be so focused on details. Build a framework then fill in the details as it/you take shape.

What would be a perfect example of a day’s clean eating sample menu? Stick to foods as close to their natural state as possible. Light proteins, light complex carbs and fruit that is high in antioxidants (ex. Blueberries) in the morning; clean carbs, veggies and light protein midday; and veggies and protein in the evening.

 

sample menuIs it true consuming dairy makes a women’s body look soft? What should you avoid to look less bloated make & muscle tone more prominent? Most people are lactose intolerant, it’s a question of degrees. What animals drink milk after their formative years… No, not cats, unless you put it out for them. Duh.

How many times a week do your celebrity female clients train a week? How is that broken down between cardio and resistance training? Between 2-5 depending on schedules and other athletic pursuits: pilates/ yoga/ Spinning/ running/ martial arts/ tennis. It’s always a mix. Organized chaos.

“Refined sugar is white death! It’s so hard on the body.

It spikes insulin levels and encourages fat storage!” 

If you’re serious about dropping some lbs, what are your golden rules for keeping calories in check? Make breakfast bigger than lunch, and lunch bigger than dinner. Avoid complex carbs after dinner.

If you’re prepping a female client for a big red carpet event, how do you step up workouts & how far in advance? Are you an advocate for “two-a-days”? I lobby for more sleep if they can get it so the body can recover. As for the rest, we operate on the ‘if you stay ready you never have to get ready’ principle…

Why is it so important to eat a low sugar diet? If you’re going to have a cheat meal, which is the lesser of two evils: fat or sugar? Refined sugar is white death! It’s so hard on the body. It spikes insulin levels and encourages fat storage! Naturally occurring fats are far less evil. And great for your hair…so I’m told.

Every woman’s natural body type is different. What do you recommend your more curvaceous clients do in comparison to how you would sculpt a more supermodel-esque slender, athletic build? Train the weakness(es) with as much vigor as you train your strengths. Shoot for balance. Never try to hide or mask, own it to your core. Much of the beauty is in how you rock it.

Ok, we have 1 hour in the gym. What is the most effective fat-burning, full body workout we can do by ourselves? A mix of multi-joint strength movements (push-ups, squats, lunges, rows) coupled with high intensity bouts of cardio. Leave it all on the gym floor. DO NOT hold back.

Primed To Perfection: The Secret to Flawless Makeup That Lasts All Day – And Night!

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You wouldn’t think twice about painting your nails or your walls with a basecoat first – so why not treat your skin with the same level of attention? A primer is often seen as a superfluous accessory to a makeup bag – something best left to the professionals and cosmetics aficionados. But if you often find yourself wondering why your makeup seems to have evaporated by four o’clock, you shouldn’t underestimate the benefits of adding this simple step to your daily beauty routine.

Do I really need a primer, or can I just use a good moisturizer?

“Both!” says makeup artist Mally Roncal, who has worked with Jennifer Lopez and Beyoncé,“primer is really going to help your moisturizer sink in and do its job. Without it, your makeup is just going cling to your moisturizer, and as your moisturizer settles into your pores, its going to take your makeup with it, clogging your pores and ruining the life of your makeup.

If I start using a primer in the morning, should I skip the moisturizer?

Roncal says no: “Don’t skip on the moisturizer! Even if you have super oily skin, you still need moisturizer!” Celebrity makeup artist Kelsey Deenihan, who gets stars like Audrina Patridge and Ashley Tisdale prepped for the red carpet, also agrees on the one-two punch of a moisturizer-primer combo. “I always start with a light to medium moisturizer depending on my clients skin type. The moisturizer will keep the skin hydrated throughout the day but it’s the primer that will keep the makeup looking fresh and flawless. After moisturizing I add primer to my client’s skin to mask fine lines, creases, or large pores and create a seamless canvas for foundation. Another advantage is that most primers set the skin with a matte finish, which will provide shine control for normal to oily skin.”

For her recent red carpet appearance at the Teen Choice Awards (pictured above), Kim Kardashian’s makeup artist Joyce Bonelli used the “fab” Le Blanc de Chanel Sheer Illuminating Base to create her immaculate complexion. Jenna Anton, who works with the Victoria’s Secret models, also has a standby favourite: “A great primer makes a big difference but finding one that gives skin the perfect texture is the tricky part. I’ve tried a lot and always end up back on the Laura Mercier one.” Meanwhile Kelsey Deenihan switches between her two preferred products: NARS Pro-Prime Pore Refining Primer and Skinn Orchid Gel Mattefying Day Treatment.

Get The Look: Kim Kardashian’s Glamorous Purple Smokey Eyes

Kim Kardashian’s Glamorous Purple Smokey Eyes

Kim’s makeup maestro Mario Dedivanovic created this sexy, purple-hued smokey eye and glowing skin for the curvaceous star. Celebrity makeup artist Victoria Penrose shows you how you too can get the look.

“Kim favours ompletely matte and flawless skin. Prep with a mattifying primer such as Veil Mineral Primer by Hourglass. This creates a silky smooth texture and leaves skin matte once absorbed,” says Penrose. “To take away any extra shine use Matte by MAC which will obliterate any shine from excess oil. For foundation, you will need a full coverage product to create a completely even base. Try Illamasqua Skin Base foundation.”

“After the foundation the skin will appear flat so you need to then add highlight and shadow to contour the face. A bronzer such a Casino by NARS applied on the hairline, temples and in the cheek hollow and blended well will look fantastic. Kim is wearing a coral blush which is particularly great for olive skin. Peachykeen Powder Blush by MAC has a light gold shimmer when applied to the apples of the cheeks. Now you have created contour, make areas of the face pop by using a highlighter on the cupids bow, brow arches, cheekbone and temples. Bronze Shimmer Brick by Bobbi Brown is a classic.”

“For Kim’s smokey eye, the purple will need a base to fix onto. Urban Decay make Original Eyeshadow Primer Potion, which will need to go under the purple as a base. Kim actually has quite a light and shimmery violet on her eyes: try Mac frost shadow called Creme De Violet on the lids and then define the socket and wing out the edges with Shock A Holic, also by MAC.

Create the  smokey evening look using a liquid liner, such as Long Wear Gel eyeliner by Bobbi Brown. Use an eyeliner brush on the top lash line and wing it out to create a feline eye. The waterline on the top and bottom rim is lined with a black eye pencil: try Kohl Shape for Eyes by Clinique. Kim takes it right into the inner corner to accentuate the almond shape of her eyes. A little of the lightest shade of The Bobbi Brown shimmer brick can be used as an eyeshadow on the brow bone and a touch in the inner eye. Curl the lashes and use a thick mascara like Plush Lash by MAC. Kim will always use false lashes: I recommend Eyelure but whichever you pick always trim each one with nail scissors as they are usually too long for each eye and can look really unnatural.”

“For Kim’s smokey eye, the purple will need a base to fix onto. Urban Decay make Original Eyeshadow Primer Potion, which will need to go under the purple as a base. Kim actually has quite a light and shimmery violet on her eyes: try Mac frost shadow called Creme De Violet on the lids and then define the socket and wing out the edges with Shock A Holic, also by MAC. Create the  smokey evening look using a liquid liner, such as Long Wear Gel eyeliner by Bobbi Brown. Use an eyeliner brush on the top lash line and wing it out to create a feline eye. The waterline on the top and bottom rim is lined with a black eye pencil: try Kohl Shape for Eyes by Clinique. Kim takes it right into the inner corner to accentuate the almond shape of her eyes. A little of the lightest shade of The Bobbi Brown shimmer brick can be used as an eyeshadow on the brow bone and a touch in the inner eye. Curl the lashes and use a thick mascara like Plush Lash by MAC. Kim will always use false lashes: I recommend Eyelure but whichever you pick always trim each one with nail scissors as they are usually too long for each eye and can look really unnatural.”

“Brows should be brushed and defined to thicken the shape with Superfine Liner For Brows by Clinique in soft gentle strokes. Fix with a clear mascara by MAC.”

“Lips are lined with a nude pencil like Sugared Fig by Clinique. Fill in the colour with MAC lipstick in Myth. A coral gloss to emulate the cheeks can be done with Giza by NARS.”

“Fix the whole face for the day – or night – with a mist of Fix+ by MAC.”