Wendy Rowe

LONDON — Max Factor has tapped Wendy Rowe to be its new creative director and global makeup artist.

Rowe, a makeup artist and beauty expert, will work with Max Factor on creating new products that answer today’s consumer needs, producing content for the brand, as well as spearheading educational initiatives and acting as a brand ambassador.

The announcement comes at a time when Max Factor is refreshing its image to reflect a more diverse, inclusive take on beauty and rethinking its product offer. The aim is to revamp its current ranges to offer products that target women’s needs and specific skin concerns.

Rowe said that as part of her new role, she wants to focus on creating products that are easy to use and affordable, in order to help the brand carve a new path.

“As one of history’s most famous cosmetics brands in the world, I’m excited about helping to relaunch Max Factor for today’s modern woman, creating new ranges that are easy to shop and use. Throughout my career, I’ve seen the needs of women around the world evolve over time; they now need fresh and current solutions, which we will be developing. Makeup is about people looking and feeling great,” she added.

Rowe brings more than 20 years of beauty industry experience, having worked with celebrities such as Sienna Miller, Nicole Kidman, Kate Hudson, Léa Seydoux, Mila Kunis before, as well as luxury labels including Louis Vuitton, Gucci, Chanel and Prada. She also holds the title of artistic consultant for Burberry, working on the label’s makeup range and seasonal runway shows.

Max Factor’s global vice president Sheila Chaiban added that the company was drawn to the combination of Rowe’s expert knowledge of makeup and her “real understanding of women and how to help them achieve what they want in as simple a way as possible.”

As beauty companies continue to adapt to the social media age, there has been a growing trend of tapping young makeup artists who, apart from industry know-how also have large social followings and the ability to reach younger female audiences.

Last year, Estée Lauder hired Paris-based makeup artist Violette to be its global beauty director. Violette has nearly 225,000 followers on Instagram, where she goes by @violette_fr, and 200,000 subscribers on her YouTube channel, which she was urged to start by her Instagram followers who wanted more in-depth makeup tutorials.

Similarly, Rowe complements her work with brands and celebrities by sharing beauty and wellness tips, as well as backstage snapshots on her blog and Instagram account which boasts 75,000 followers. She has also written a book called “Eat Beautiful” where she shares recipes for healthy skin.

Earlier this year, Max Factor debuted a campaign called “You x Max Factor” featuring a broader range of women, from mothers to businesswomen, to mark the new direction it wishes to take.

“Putting women in the spotlight is a part of our heritage (our founder Mr Max Factor did it in the golden era of Hollywood) and this is just the next step in our makeup artistry journey — putting this powerful generation of women back into the spotlight,” Chaiban said.

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