{"id":84974,"date":"2023-11-19T23:27:39","date_gmt":"2023-11-19T23:27:39","guid":{"rendered":"https:\/\/mylifestylemax.com\/?p=84974"},"modified":"2023-11-19T23:27:39","modified_gmt":"2023-11-19T23:27:39","slug":"make-up-guru-whos-making-millions-telling-women-they-need-less","status":"publish","type":"post","link":"https:\/\/mylifestylemax.com\/lifestyle\/make-up-guru-whos-making-millions-telling-women-they-need-less\/","title":{"rendered":"Make-up guru who&apos;s making millions telling women they need less"},"content":{"rendered":"<h1>Make-up guru who&#8217;s making millions telling women they need less<\/h1>\n<ul>\n<li><span>Connolly&#8217;s Scuplted by Aimee is a pared-back range of easy-to-use products\u00a0<\/span><\/li>\n<li><strong>READ MORE:\u00a0\u00a0The make-up rules I love to break &#8211; and so can you<\/strong><\/li>\n<\/ul>\n<p>Of all the ways in which the Kardashian clan have affected the female psyche and persuaded us to part with our cash, it\u2019s the concept of \u2018contouring\u2019 that might have had the most impact.<\/p>\n<p>It was Kim who introduced us to the technique, circa 2008, of slimming or sculpting the face using layers of artfully painted and blended colour \u2014 and, ever since, beauty counters have bowed under the weight of myriad products it spawned.<\/p>\n<p>Beauty entrepreneur Aimee Connolly was just 16 at the time and starting an after-school job on one of those very make-up counters \u2014 Urban Decay in a department store in Dublin.<\/p>\n<p>\u2018I thought it was the coolest job ever,\u2019 she says. \u2018But it was also a real eye-opener.<\/p>\n<p>\u2018Women would come up to me and I\u2019d ask them what they were looking for, and they\u2019d say: \u201cI haven\u2019t a clue!\u201d They were overwhelmed by all this choice: sponges, foundations, brushes, concealers, blushers, colours. It all seemed so complicated.\u2019<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/11\/19\/21\/77998711-12768053-image-a-13_1700430961830.jpg\" height=\"930\" width=\"634\"><\/p>\n<p>Aimee Connolly, 30, is the founder of Sculpted by Aimee, a pared-down range of easy-to-use products designed to give women the &#8216;five-minute face&#8217;\u00a0<\/p>\n<p>And it was. Many had a caked face as a result of the Kardashian regime, which was really designed for the smartphone camera and could look clownish in real life. Not to mention the time it took to slap it on.<\/p>\n<p>The only child of a single mum, Aimee filed away this first-hand knowledge of the baffled woman-on-the-street and, after university, became a professional make-up artist, eventually winning a high-profile slot on Ireland\u2019s equivalent of This Morning and a whole new mainstream audience.<\/p>\n<p>In 2017, she was finally ready to launch her solution to Kardashian levels of complexity with her cosmetics and skincare brand, Sculpted By Aimee, a pared-back range of easy-to-use products designed to give women the \u2018five-minute face\u2019.<\/p>\n<p>Today, she\u2019s in 500 stores, including Boots, and this month opened her first London store, off Carnaby Street, in the heart of the capital.<\/p>\n<p>\u2018Women can\u2019t spend an hour in front of the mirror every morning,\u2019 she says. \u2018And if you\u2019ve got the right brush and the right product, you don\u2019t need to.<\/p>\n<p>\u2018There\u2019s all this social pressure to look perfect, but our approach has always been less is more.\u2019<\/p>\n<p>A finalist at next month\u2019s Everywoman Entrepreneur Awards, Aimee increasingly draws comparisons with make-up juggernaut Charlotte Tilbury, and has a similar steely focus beneath the (lightly applied) foundation.<\/p>\n<p>Six years in, she employs 65 people, expects a turnover of \u00a317.5 million in 2023 and talks of \u2018becoming a global brand\u2019, with products that \u2018deserve to be in every woman\u2019s make-up bag\u2019.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/11\/19\/22\/77998713-12768053-Connolly_became_a_professional_make_up_artist_after_university_e-a-17_1700432009683.jpg\" height=\"983\" width=\"633\"><\/p>\n<p>Connolly became a professional make-up artist after university, eventually winning a high-profile slot on Ireland\u2019s equivalent of This Morning and a whole new mainstream audience<\/p>\n<p>Refreshingly, she didn\u2019t launch her own business to gain flexibility in juggling work and the school gate, as so many female entrepreneurs tend to. At 30, Aimee is newly married to John, 36, who runs a restaurant franchise in Ireland, but it\u2019s from her mum, Clare, that she gets her ambition.<\/p>\n<p>\u2018I have big expectations of myself \u2014 and that\u2019s Mum\u2019s influence,\u2019 she says. \u2018She has never been afraid to take risks, which is a trait she definitely passed on to me. She\u2019s obsessed with make-up, too: she only uses the same five products, but she won\u2019t leave the house without them.<\/p>\n<p>\u2018I was always the little girl who played with make-up, and the more glitter, the better. Later, I was the one who did my teenage friends\u2019 faces, and I loved making them look and feel good.\u2019<\/p>\n<p>It\u2019s not a trivial point. While Aimee acknowledges \u2018none of us in the beauty industry is solving the world\u2019s problems\u2019, she also knows \u2018we have one of the most powerful tools to build confidence and make women feel good\u2019.<\/p>\n<p>Some elements of the beauty industry take it too far, she thinks.<\/p>\n<p>\u2018Filler terrifies me. I\u2019ve made up thousands of women\u2019s faces, and the biggest thing I\u2019ve found is that women think they need more and more. It\u2019s \u201cdoing\u201d your face for the camera.\u2019<\/p>\n<p>However, tweakments that look good on-screen can often be a bit of a shock in real life, she warns. \u2018I\u2019m all for people doing whatever makes them feel good, but sometimes we need a reality check when it comes to overdoing things like filler.\u2019<\/p>\n<p>Sculpted doesn\u2019t Photoshop or filter models\u2019 faces. \u2018What\u2019s the point?\u2019 Aimee says. \u2018You can\u2019t see the make-up! We show filler-free faces with real skin \u2014 pores, spots and blemishes included.\u2019<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/11\/19\/22\/77998715-12768053-Today_Sculpted_by_Aimee_is_in_500_stores_including_Boots_This_mo-a-19_1700432020838.jpg\" height=\"1026\" width=\"633\"><\/p>\n<p>Today, Sculpted by Aimee is in 500 stores, including Boots. This month Connolly opened her first London store, off Carnaby Street, in the heart of the capital<\/p>\n<p>Before the Instagram selfie became the chief measure of a woman\u2019s self-worth, the only occasion when we\u2019d need make-up to look good both on camera and in real life was at our wedding.\u00a0<\/p>\n<p>Before launching her brand, Aimee made up many hundreds of brides, and learned the knack of how to make a face \u2018work\u2019 for the wedding pictures without scaring the vicar.<\/p>\n<p>\u2018I\u2019ve known about that fine balance for years,\u2019 she says. \u2018With hindsight, I was learning valuable lessons for the business well before I ever imagined I\u2019d have one.\u2019<\/p>\n<p>One of her top tips for women starting a business is to demand that others take you as seriously as you do yourself.<\/p>\n<p>\u2018I\u2019ve been lucky not to encounter much prejudice, but women shouldn\u2019t assume that everyone has your back. When I started, I used a factory in the UK, but I didn\u2019t think the level of attention matched my expectations.<\/p>\n<p>\u2018I rocked up to a meeting and there was definitely an element of them thinking, \u201cThis 22-year-old blonde doesn\u2019t have a notion\u201d. I told them I\u2019d walk away if they couldn\u2019t match what I wanted, and they rolled their eyes. So I did.\u2019<\/p>\n<p>She took a trip to South Korea, \u2018where they\u2019re honestly much better at making skincare and beauty products\u2019 than the UK, or Ireland, and found a \u2018fantastic\u2019 factory there. \u2018It was one of the best things that happened to the business,\u2019 she says.<\/p>\n<p>Aimee doesn\u2019t believe in rules for the over-50s when it comes to make-up. \u2018Throw the rulebook out,\u2019 she says.\u00a0<\/p>\n<p>\u2018I happen to believe softer make-up looks good on all ages \u2014 and I\u2019d do the same sort of thing on my mum\u2019s face as I do on a 21-year-old. If you want a kitten flick at 80, then go for it.\u2019<\/p>\n<h3>PARTY MAKE-UP LIKE A PRO\u00a0<\/h3>\n<p>With the party season fast approaching, here are Aimee\u2019s tips for make-up that works in real life and for selfies . . .<\/p>\n<p><span>1<\/span> Avoid too many layers of product on the skin. Lots of primer, concealer, fake tan or foundation may look good on camera, but can appear dull and textured in real life.<\/p>\n<p>Make sure to use matte foundation and avoid anything that has a shimmery glow built into it. The reverse is true here: those products may look good in real life, but they will make your face look shiny or greasy in pictures. Opt for as light and natural a base as you can.<\/p>\n<p><span>2 <\/span>Choose your concealer colour carefully. I\u2019m all for a brighter under eye, but too bright and the flash of the camera will make it look harsh or ashy. For a lifted complexion, go just one or two shades brighter \u2014 and stop there.<\/p>\n<p><span>3 <\/span>Be cautious with your lip lining. Lots of us can be too generous with it (including me!) because we think we need a more defined lip for the camera. But there is a fine line, literally, between a subtly larger lip shape and overdoing it, so that the line looks too obvious.<\/p>\n<p><span>4 <\/span>Don\u2019t be afraid of a bit more blush! For your face colour to live nicely on camera, you need to add a dab more blush than you usually would. I\u2019m a huge blusher fan, so I think a little more works perfectly in real life, too. For parties, match the colour with your lipstick.<\/p>\n<p><span>5 <\/span>Set \u2014 but don\u2019t over-set, as lighting on camera can be stronger than it is in real life. The temptation is to add an extra mist of powder to regulate excess shine. Don\u2019t. You still want to look vibrant in real life rather than it all feeling flat.<\/p>\n<ul>\n<li>Aimee is a finalist in the Scale Up category of the Everywoman Awards, the winners of which will be announced on December 6 (everywoman.com). See sculptedbyaimee.com.<\/li>\n<\/ul>\n<p>Source: <a href=\"https:\/\/www.dailymail.co.uk\/femail\/article-12768053\/Make-guru-whos-making-millions-telling-women-need-less.html\" target=\"_blank\" rel=\"noopener\">Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Make-up guru who&#8217;s making millions telling women they need less Connolly&#8217;s Scuplted by Aimee is a pared-back range of easy-to-use<\/p>\n","protected":false},"author":2,"featured_media":84973,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make-up guru who&amp;apos;s making millions telling women they need less - My LifeStyle Max<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mylifestylemax.com\/lifestyle\/make-up-guru-whos-making-millions-telling-women-they-need-less\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Make-up guru who&amp;apos;s making millions telling women they need less - 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