The Illamafia

Illamasqua’s US Brand Ambassador’s Ani and Joshua!

 

We caught up with Illamasqua’s US Brand Ambassador’s Ani and Joshua, as they shared with us their discoveries in make-up, their beliefs on beauty, what inspires them and what is it about Illamasqua that they love so much. 

Ani Karapetyan, Illamasqua US Brand Ambassador (West Coast)

 

 

What attracted you to Illamasqua?

The uniqueness of the brand was the first thing that drew me in. Before Illamasqua came into my life I didn’t believe such a brand existed in the world of artistry. I never imagined finding a brand where I love both the products and what they stand for so much.

What are you most excited about for the year ahead at Illamasqua?

 

Experiencing where the brand takes me. I look forward to witnessing the evolution and growth of such a dominating brand. Seeing the impact Illamasqua has made in just 4 short years I can only imagine where the brand will be in 10. That anticipation is what excites me!

What’s your favourite Illamasqua product?

 

Precision Ink Liner is my go to product. I think everyone can pull off a dramatic liner and it can transform a look from ordinary to extraordinary.

What do you love about beauty & make-up?

 

It’s my time to get away. It’s a form of therapy or relaxation. Sitting in front of my vanity and taking time to achieve a new look daily is what I look forward to in the morning after my triple shot of espresso.

Tell us a bit about yourself?

 

I am from Los Angeles, California. I have a passion for food. I spend most of my time either cooking, looking up recipes, watching the cooking channel and food network, or eating. My love for cosmetics is equivalent to that of my love of food. I remember stealing my mothers makeup from her vanity when I was just five years old. I have one of those personalities where I just can never stand still. I am always ruining around and doing a million things at the same time. My theory is if I’m not flying, I’m not moving.

 

 

Joshua Heald, Illamasqua US Brand Ambassador (East Coast)

 

 

 

What attracted you to Illamasqua?

 

Initially what stood out to me were the visuals. When I began researching the brand more, I loved how they really embraced everyone’s differences and didn’t try to push any specific ideals of beauty. They encourage everyone to be who they want to be.

What are you most excited about for the year ahead at Illamasqua?

 

There are so many incredible new products coming down the line with Illamasqua. New textures and shades that are absolutely amazing. Also, of course, always pushing the boundaries of people’s perception of the beauty industry and the standards that are set.

What’s your favourite Illamasqua product?

 

As I’m sure is the case with anyone, it’s so hard to choose a single product. I guess I’d have to say Powder Eye Shadow in Heroine though. I love using it to contour, it’s an amazing crease color, or to use it alone all around the eye to create (appropriately) a heroine chic smokey effect.

How would you describe your style?

I’ll always be a “goth/punk” at heart, and I’d say my style borders on a toned down mix of the two. I like making my own jewelry and adding spikes and studs to my clothing.

 

What do you love about beauty & make-up?

 

I love how makeup can be used to enhance and transform. I think as a whole the beauty industry markets itself in a way that creates an unnecessary need and urgency with makeup, which is why I love Illamasqua so much, because they have such a different approach.

Tell us a bit about yourself…

 

I grew up in a small town in Maine, and though growing up I didnt appreciate it as much, I’ll always love nature and being in the middle of nowhere. Aside from makeup I also make music on my computer, something I’ve been doing since high school. I have a secret desire to start a punk band someday, but in the mean time I’ll continue to use music as a source of inspiration for makeup.


 

 

 Thank you to Ani and Joshua for sharing with us their own personal relationships they have with make-up, beauty and Illamasqua!

 

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Govinder Rayt

Govinder Rayt

Writer and expert