The same way you watch a film and crave a specific blouse, pair of shoes, or even the hairstyle of a character is the same way I crave makeup looks. There’s something so notable about a winged liner, coral blush, red lip, or eyeshadow glitter that define a character (and entire film’s) mood. Films like Challengers under Jonathan Anderson (Loweve at the time) and Catherine Martin/Miuccia Prada’s work on The Great Gatsby, makeup brands don’t always exclusively work on film projects. They’re rarely credited in the same way. They’re usually behind the scenes, mixed with other beauty products, often overlooked.
As someone who’s incredibly visual and loves the art of true collaboration, I see this as a widely missed opportunity. One that makeup brands should be tapping into.
So, to get the conversations started, if I were on the marketing team at a beauty brand, here’s a list of films I would align with based on aesthetics.
Merit Beauty x Materialists
The first time we see Dakota in this film is her applying her lipstick and blush in such a simple, elegant way. She freshens up alongside sharp cuts, intentional angles, and soft lighting. Celine Song (director) continues the film with such a subtle, clean aesthetic throughout. It perfectly aligns with Merit Beaty‘s “less is more” mantra, and simplifying your daily makeup routine. It’s a brand that runs on intention – perfecting each product from their lip oils to blushes to their new (and incredible) tinted mineral sunscreen.
Films also sharing the Merit Aesthetic: Past Lives, A Marriage Story, Molly’s Game, and any Nancy Meyer film
WYN Beauty x Challengers
This is right on the head. Wyn Beauty is the only makeup brand I can see for Challengers. I mean, who doesn’t love a sexy tennis film with a soft makeup look that endures through all that heat and sweat. Serena William’s knowledge around the court and her makeup bag makes this the best brand (also highlighting that green tennis ball aesthetic) you can move in. Zendaya’s incredible performance and stunning looks in each scene exude’s confidence and and strength – both of which WYN stands for.
Films also sharing the WYN Beauty Aesthetic: Battle of the Sexes,
Pat McGrath Labs – The Last Showgirl
Pat McGrath is known for her high fashion looks containing ultra-pigmented shadows, lots of glitter, usually seen on the runway. Her beauty brand is an extension of the incredible work she does. These looks are incredibly cinematic and made for the big screen. Through Pamela Anderson’s mesmerizing emotionally heightened scenes in The Last Showgirl, the glam and costume design for this film fits what McGrath is known for – high glam.
Films also sharing the Pat McGrath Labs Aesthetic: I, Tonya, Hustlers, Euphoria (TV series), Blade Runner 2049, Priscilla
Fenty Beauty – Black Panther
Fenty changed the standard of the beauty industry, forcing everyone to rethink what inclusivity truly means. The stunning women in Black Panther (notably the Dora Milaje) all range in different skin tones and textures. What better brand than one of the first brands to truly have a wide-defining shade pallet.
Films also sharing the Fenty Beauty Aesthetic: Black Panther 2: Wakanda Forever, The Woman King, Queen & Slim,
Glossier – Mean Girls
Glossier is the ultimate Y2K brand. They’re founded on celebrating the freedom of expression and having fun. Each woman-led Y2K film has a fun and pop culture-based aesthetic that we all love. Cool girls with lip gloss and bubblegum, the smart debate student’s rosy blush, and cheerleader who sprays a pink pepper fragrance between each class. Glossier’s bubbly color pallet, youth culture, and soft feminine beauty is the heart of every clique.
Films also sharing the Glossier Aesthetic: Bottoms, The Princess Diaries, Bring It On
Rare Beauty – Lady Bird
If Merit Beauty‘s the clean, minimal mom, Rare Beauty is the younger daughter in a spitting image. It’s a brand based on how you feel in your makeup. Not being someone else, but leaning into who you are. Almost every coming of age film resonates with this truth. Saoirse Ronan’s performance (my favorite of hers) of a complex teenager – acne and all – is the true heart of this story. Her minimal makeup, occasional physical disarray and constant pressure to fit in, all to end in her choosing to be who she wants, makes this the perfect brand.
Films also sharing the Rare Beauty Aesthetic: Eighth Grade, Booksmart, Are You There God? It’s Me, Margaret.
