Exploring the bolder and darker side of make-up can uncover your hidden beauty and Illamasqua encourages such experimentation at its cosmetic counters.
The first in Thailand opened last Halloween, by which this occasion relates well to the British brand, whose highly-pigmented products can be used to create eccentric looks for Halloween parties.
"I always describe Illamasqua make-up as being whatever the person wants it to be. We are all about self-expression. So never be afraid of showing your inside on the outside. Forget about what the others say and wear what you feel comfortable in," said international trainer, Daniel Busuttil, who was recently in Bangkok to introduce The Sacred Hour collection.
The Sacred Hour refers to dawn and sunset as the time to express yourself and release inner power, and this beauty concept has been interpreted as a mystical make-up style emphasising dark and haunting eyes.
"In regards to dark, dramatic and mysterious make-up looks, from my experience I know very few women that never have their moments when they want to 'grab attention' or 'make a statement' with their eye make-up. Therefore these looks are often favoured by many of our customers when choosing their [products]. At the end of the day make-up is all about having fun, right?" said Busuttil.
With 16 years experience, he began with assisting a theatrical make-up team and later joined Illamasqua as a make-up artist at the Selfridges counter, when the brand debuted in 2008.
Illamasqua's roots stem from the dark and illicit 1920s Berlin club scene combined with the heritage of manufacturing make-up for films and theatre. Hence it is notable for highly-pigmented and long-lasting products.
"The beauty of the highly-pigmented products is that you can achieve different variations of the same colour depending on how lightly or heavily you apply them," he said. "I would always suggest to build up colour gradually, until you achieve the intensity you are after, rather than applying too much and having to tone it down."
For an impeccable complexion, he recommends using three shades of fluid foundation, one that matches the skin tone, and the other two, a lighter and darker shade, for highlighting and contouring.
This technique gives a naturally glowing skin, which he described as "illuminated from within" while the highlighting and contouring mimic innate light/shadow around specific facial features in a natural way.
Skin Base Lift brightening concealer.
"The lack of the use of a highlighting shimmer provides a more realistic effect and the absence of layering with various contouring powder products helps the skin not to look 'made-up'. Furthermore as individual skin-tone colour changes across different seasons, having a lighter and deeper tone allows you to mix these with your foundation to vary the shade," he explained.
The highlighting, however, is enhanced by a brightening concealer called Skin Base Lift in a shade called White Light, which can be dabbed on higher points around the face to help achieve a "secret" highlighted effect.
He also recommends a product called Gleam as a must-have highlighter for older women.
"My favourite products when doing make-up for older women is to use bright tones on the cheeks and also Gleam, which injects light into the skin and gives a healthy glow in seconds," he said. "Eyebrow definition and lining the eyes on the outer part of the upper lash line also help to create elevation and a lifted look."
Busuttil is also regarded as a brow expert, who emphasises strong arches even for himself.
"We all have a visual anchor, something that we do on a day-to-day basis that is a statement on its own _ almost like a trademark. For some, this could be a red lip or a flicked eyeliner, but in my case it is my eyebrows," he said. "People often remember my brows more than they do my name! I never leave the house without them as they help to frame my eyes and add more structure to my face."