COLOR STORIES: Noted British makeup artist Lisa Eldridge has been named as the newest makeup creative director for Lancôme.

The brand is expected to announce the news later today.

“Lisa and Lancôme share the same values,” said Françoise Lehmann, general manager of Lancôme International. “We have the same desire to provide to women the keys to a more intimate and deep sense of beauty, rather than one that is solely on the surface. A style of beauty that removes itself from a purely materialistic vision of femininity to one that is aspirational and influential.”

Lehmann noted that Eldridge will work with Lancôme to “create products and collections that embody her effortlessly chic philosophy — one she shares with Lancôme. She will also craft application-gesture techniques and tutorials designed to make women’s lives easier and turn makeup into a source of liberation rather than a constraint — another vision that she shares with the brand. Whether natural or glamorous, her use of makeup is always designed to make women look and feel beautiful. Lisa is not interested in outdated beauty precepts, though often follows three golden rules: choose between eyes or lips, buy products that illuminate your face only after trying it out in natural light and, first and foremost, a beautiful complexion is key.”

“We are designing a brand-new Paris makeup atelier, and I can’t wait to start creating new collections, shades and products, as well as posting the online content we have in mind,” said Eldridge. “This is truly an exciting new adventure.”

Eldridge has consulted with several color cosmetics brands in the past, including Shiseido and No.7. She has also collaborated with brands such as Prada, Chloé and Donna Karan on runway shows and advertising campaigns.

In addition to her editorial and company work, Eldridge also regularly posts how-to videos to YouTube and maintains her own blog.