As we kick off a week of content dedicated to The Power Of Beauty, read all about the latest beauty boom and see how top make-up artist Nikki Wolff created Maya Jama's look for our cover shoot
Glow Up star Maya Jama kicks off our spring campaign The Power Of Beauty over at Marie Claire UK. Stay tuned throughout the month of May as we celebrate the transformative power of beauty and champion the industry we love.
Big makeup is having a moment.
After nearly a full year locked down, there aren't many words to describe the sheer, unadulterated joy a good haircut, a new make-up look, or a manicure can bring.
The strange new world of work-from-home freedom was liberating, for a while. Not having to work in the office meant wearing your favourite jogging bottoms and no make-up some days because, well, no one could could actually see you with your camera off on Zoom, right?
That is, until we were a year in and realised we hadn't tried a new make-up look for a full twelve months, and most of our favourite products were lying untouched at the back of our beauty cabinets.
Pair the empowering, mood-boosting feeling of pulling off a new beauty look with the undeniable popularity of TV shows like Glow Up - reality TV shows and TV shows generally have soared in popularity over the last year because, well, there hasn't been an awful lot else to do - and you'll see just how into beauty the nation seems to be right now.
Hence the theme of our shoot with TV and radio presenter Maya Jama. The Power of Beauty is a campaign championing the transformative power of beauty and supporting an industry that has been dealt one of the worst hands over the last year. Just last month, the Beauty on the Brink campaign, run by Millie Kendall, MBE, CEO of the British Beauty Council, highlighted that almost 5,000 salons in the UK have had to close their doors for good.
So, why is big beauty having such a moment?
In short, because we've been locked up for the best part of a year with no real reason to experiment with our hair or make up. You might think that lockdown would offer you more time and opportunity to do just that, but we're sure you'll agree that actually, with nothing to get ready for and no one to see, it often felt a bit futile.
Now, with the world opening back up again, it's time to have some fun.
"It’s time for playful makeup with vibrant colours and creative techniques," says Beauty and Style director at Marie Claire UK, Lisa Oxenham. "As well as being the fun and freedom we’ve needed after this past year, makeup can also be used as a form of self-expression, as a statement, and as a meditative routine."
Maya's look for The Power of Beauty shoot
For our cover shoot, world-famous make up artist Nikki Wolff did Jama's make up. Keen to read a little more about how the artist to the stars - think the Kardashians and more - created this iconic look for the shoot?
Well, you're in the right place. "It's a cross between a high glamour and a space age-y feel: a 'this is the future of beauty' look," says Oxenham. "What I love also is that the stock motion really shows the intricacy of the make up. It's not just self expression, but a way of being creative."
Nikki agrees, sharing: "Spirits are up, outfits are bright, and people are experimenting with their makeup, feeling free to try things they haven’t done for months while they’ve been in lockdown and wearing happy colours to represent their mood."
"I think people want to wear happy colours to highlight their feelings and that carries through to make up looks as well."
Marie Claire Newsletter
Celebrity news, beauty, fashion advice, and fascinating features, delivered straight to your inbox!
Ally Head is Marie Claire UK's Health, Sustainability, and Relationships Editor, eight-time marathoner, and Boston Qualifying runner. Day-to-day, she works across site strategy, features, and e-commerce, reporting on the latest health updates, writing the must-read health and wellness content, and rounding up the genuinely sustainable and squat-proof gym leggings worth *adding to basket*. She regularly hosts panels and presents for things like the MC Sustainability Awards, has an Optimum Nutrition qualification, and saw nine million total impressions on the January 2023 Wellness Issue she oversaw, with health page views up 98% year on year, too. Follow Ally on Instagram for more or get in touch.
Be the star gift giver this Christmas with a personalised piece of jewellery to make loved ones smile
If your list of loved ones is long and you’re stumped for ideas, there’s one gift that always keeps on giving – and that’s the perfect piece of jewellery.
By Anna-Louise Dearden
How to get tickets to see Eurovision 2024 live
Scandinavia is calling!
By Lauren Hughes
Emily Ratajkowski faces backlash for 'fatphobic' and 'tone deaf' photoshoot
People are calling for the model to apologise for the image
By Iris Goldsztajn
Our very fussy blonde beauty editors have handpicked the best purple shampoo
They say that blondes have more fun, but there’s nothing fun about brassy tones
By Katie Thomas
Get The Look: Maya Jama
One of the beauty industry's top creatives, celebrity makeup artist Nikki Wolff reveals how to introduce a pop of colour into your makeup routine
By Torey Cassidy
Maya Jama's 6 step masterclass in staying positive
Maya's the host of BBC3's Glow Up: Britain's Next Make-Up Star and she could teach the world a masterclass in how to stay positive and resilient
By Jenny Proudfoot
Introducing Marie Claire's The Power Of Beauty campaign
Plus the importance of supporting the industry and all it can do, too
By Ally Head
#FilterDrop Sasha Pallari on being happy with the skin you're in
The beauty activist secured an important social media ruling with her #FilterDrop campaign. Now Sasha says we need to work on self love for the sake of our mental health
By Maria Coole
Entrepreneur Ofome Eyanagho: "It's time for brands to invest in Black beauty"
Ofome Eyanagho formulated The Glow Pot - an all-natural, vegan skincare range - with darker skin tones in mind. She talks about her winning brand, representation within the industry and the underrated power of Black beauty shoppers
By Katie Thomas
Four Gen Z beauty creatives on getting back to business after lockdown
From beauty salon owners to nail technicians and hairstylists, we spoke to four resilient beauty professionals about bouncing back. Long live the salons
By Maria Coole
Beauty is back! Here are the treatments our Beauty Editor is looking forward to most
By Katie Thomas