Filter free: Is the use of photo editing a necessity for make-up artists?

In the age of social media, is the use of photo editing a necessity for professional make-up artists? Fiona Vlemmiks asks the experts

Social-media has undoubtedly disrupted the professional make-up industry, making techniques generally more accessible to the public and provoking a huge interest in cosmetics.

The NPD Group recently reported a 9.8% increase in the sale of prestige make-up targeted at creating flawless, camera-ready skin, driven by the selfie generation. Meanwhile, the majority of well-established beauty influencers have used Instagram or You Tube to catapult them to success, a prime example being the hugely popular Dubai-based Huda Kattan, who launched her Instagram account in May 2012 and now enjoys over 20 million global followers.

But while social media has driven the industry to new heights, the impact has not always been positive. There have been instances where those professing to be a “make-up artist” are largely untrained, while professionals are now too often faced with unrealistic attitudes about perfection from clients, thanks to the prevalence of filters and other photo-editing. 

Recently though, there has been a backlash to the omnipresent use of photo-editing. In June this year, Dove announced that it was stamping all of its ads with a “No Digital Distortion Mark” to convince skeptical consumers that its “real beauty” campaign genuinely does what it says on the tin.

Even Kattan has vowed to cut down on her use of the photo-editing app Facetune, while urging Instagram followers to follow her lead. Kattan posted earlier this year, “I started feeling like people were way too into Facetune (myself included), but we don't need it as much as we think we do and I feel sometimes we go too far". While Kattan admitted she wasn't willing to 100 per cent quit Facetune, she called for the make-up community as a whole to tone it down.

Dubai-based industry expert Yasmin Hussain, founder of The Lipstick Make- Up Institute, believes that while social media is a necessity, professionals need to be clever in using it to their advantage.

“I love the use of filters with photo-editing and photoshop, but in the right areas. Definitely not all the time and I don’t believe in doing what most people do, that is photoshopping images to the extreme. It should be used simply in the right place and time to enhance and contribute, not to dominate the overall effect.

“For make-up professionals, social media is an amazing platform to reach the masses. Facebook used to be the main source but Instagram has taken over immensely. It’s about connecting and sharing.” 

Kamilla Nurpeiis, chief executive, founder and owner of the Al Ruba Beauty Institute, also located in Dubai, agrees. “The entire goal of sharing our work in social media is to build relationships. It’s easier to build relationships with people and attract a wider audience using these channels. With strong social profiles, our professional brand will improve and we will gain more opportunities” she says.

“Because we often post using snaps from our phone, it is sometimes difficult to pull off our looks properly due to the limitations of the camera, so some editing is important to adjust the whole image and I would say it's not a problem” she comments.

 

The natural approach

Despite being advocates of minimal editing, both experts agree that professional make-up artists should not have to resort to digital enhancement for the majority of their work. 

“Make-up artists should be able to use their skills only to create interesting and extreme images that capture the public’s eye. In fact, most make-up artists don't want their images edited at all, and that is where you see the confidence they have in their own work. They want the public to see what they can do without the assistance of Photoshop,” says Hussain.

Daring to be bold using professional techniques will negate the need for touch-ups she adds.

“As I teach my students, if you are going to do something, do it in style like everything in life!

“Sculpt the face with make-up, don't do things by halves. Make-up for the camera is different too, as you have to apply it slightly heavier because the lights will bleach the face, leaving it looking bland. Keep this in mind and you won’t need to edit heavily." 

Kamilla Nurpeiis provides further advice for the creation of head-turning images.

“To avoid editing, using professional light such as selfie lamp and additional light where you can, gives a soft, luminous look to skin. The most important element in make-up, is to create great skin and then make the eyes the focal point of a picture. You want to draw people into a picture, so you strive to maximise the impact of the eyes. The more open they are, the more the light hits them and that’s what makes them twinkle.”

 

Fab and flawless #no filter

These tools of the trade will help you get the look without resorting to filters

 

Rodial Airbrush Make-up Foundation

This versatile, heavy-duty foundation paste with buildable coverage, helps achieve flawless, photo-ready skin with a natural airbrush effect. The ‘airbrush correction’ gives instant camouflage with a satin-luminous finish and is available in four shades. The thick, creamy paste gives heavy coverage but feels lightweight on the skin.

Huda Beauty #FauxFilter Foundation

Offering a seamless, full-coverage matte finish, this foundation will outlast the harshest weather and even gym workouts, with its water-resistant, opaque base. Packed with skin-nourishing Argan oil and skin-unifying pigments, the result is a demi-matte effect that covers up a multitude of sins, from breakouts to scarring, dark spots and blackheads.

Jane Iredale Great Shape Contour Kit

These Contouring Kits include three matte shades to contour the face for a sculpted look. The pressed-powder shades are easily blended and contained in a mirrored rose gold compact, with illustrated application guides.

Available in Warm and Cool tones, each kit contains a highlight, contour and blush colour.

MII Cosmetics Illusionist Translucent Powder

A multi-talented wonder worker, this translucent loose powder conjures up long lasting, airbrushed perfection and photo-ready radiance. Unique spherical particles blur lines, banish shine and keep the foundation flawless for even longer. On application, this powder transforms to a colourless finish, leaving a velvety veil to suit all skin types and tones.