SimplyAbuDhabi XII

2 9 3 S I M P LY A B U DH A B I A lex Box is a self- proclaimed ‘Artist who works with makeup’ and a woman with strong values, both for the Illamasqua brand as well as her core beliefs in life. Of the times I’ve met her, her presence is delicate, self- assured and modest, without being contradictory. Yet often in her saying very little, she can mean a great deal. Other times she is passionate about a subject and can elaborate in detail, which draws you in completely. A striking vision of monochrome hair (which she is very specific about to her long suffering stylist) combined with perfectly shaped eyebrows, porcelain skin and usually red pouty lips (in her own shade creation ‘Box’) Alex is not one to hide in the shadows. This woman pushes the envelope, as does the Illamasqua brand she is the Creative Director for. Since its conception in 2008, it is a makeup and cosmetic line that definitely stands out from the rest in our beauty halls. A simple yet elaborate idea, to ‘enhance your alter ego’, encouraging everyone to experiment, not be afraid to use colour and shapes in any way they desire. With pretty much every other brand out there making promises of flawless skin and enhanced features, Illamasqua was simply saying hey, why not try this, instead of your usual? What have you always wanted to try but never quite had the courage? For a brand to have the insight and confidence to ask, and yes, show you how to create it, brought many people to question the contents of their makeup bags. Along with highly pigmented products, quality tools and incredible foundations, Illamasqua believes in educating their followers. Whether it be on-counter with a personal consultation or the opportunity to attend a class, everyone has a choice to better themselves with artistic knowledge. Alex Box