e.l.f cosmetic has finally made it’s India debut, and we can hear all you beauty mavericks breathe a sigh of relief. We finally get to experience the pocket-friendly, vegan and cruelty-free range without having to dial in (and beg) our NRI cousins to buy it for us. We caught up with Anna Bynum, the Global Makeup Artist for the brand, to give us the lowdown on the new makeup routine to follow in 2021, and much more.
ELLE. How do you define beauty?
Anna Bynum (AB): Beauty, for me, is feeling good about yourself and exuding that self-confidence not for others, but for you. Your positivity attracts others through this aura that shines brightly within you.
ELLE: What is it that fascinates you about makeup? Tell us about your first memory experimenting with makeup.
AB: I love how you can transform yourself with makeup which can also influence how you feel. My first memory experimenting with makeup was using an eyebrow pencil as a multi-purpose tool; I used it for my eyebrows, as an eyeliner and even as lipliner which I filled in as lipstick. I guess I was really into the monochromatic look at a young age especially when I only had a few dollars to spend!
ELLE: What are the makeup trends that you feel will rule 2021?
AB: Eyes are going to rule 2021. With the global pandemic, we will continue to see a strong focus on eyes, being that we wear masks. People are experimenting more with graphic liners, colourful mascara and eyeshadow. Bright neon shades, glitter and jewels, inspired from Euphoria are still trendy.
ELLE: What is the new makeup routine we need to follow, considering we are all going to be wearing masks?
AB: Cleansing, soothing and moisturising your skin should be called the “new makeup” routine. I believe skincare will continue to be a priority due to “maskne (acne caused by wearing a face mask daily). Using a moisturiser or even primer under your face mask acts as a skin barrier when it comes to skin chafing.
One of my favourite e.l.f. stories is from a nurse, who said our Poreless Putty Primer was the only thing that helped her skin while wearing a mask for 12 hours straight. I’ve also found relief by applying Holy Hydration! Face Cream, an ingredient-driven moisturiser with hyaluronic acid that helps lock in moisture. I love it as it’s lightweight and packed with skin-loving ingredients that instantly sink into the skin for smooth, supple skin.
Wearing makeup that doesn’t require a lot of touch-ups is key so that we avoid touching our faces often. Longwear makeup can help with that.
Available on Nykaa
ELLE. Tell us about the e.l.f. Cosmetics X Nykaa collection; what are the three must-haves that we all need?
AB: I think the Nykaa shoppers can look out for these three products below:
Our 16HR Camo Concealer is a ‘must-have’ because it provides full, matte coverage, no creasing and is long-wearing.
Poreless Putty Primer is the ultimate skin-perfecting primer. Infused with Squalane for optimal hydration and its smooth, velvety texture glides over skin seamlessly. Perfect for all skin types.
Halo Glow Setting Powder makes your skin look like it’s wearing a beauty filter. Created with finely-milled synthetic sapphire particles to give your skin a soft glow, help, smooth the appearance of fine lines, and blur imperfections.
ELLE: What is the one makeup trend that you absolutely would love to see in 2021, and why?
AB: I would love to see bolder, colourful makeup. Seeing bright colours boosts my mood, like seeing a rainbow. Rainbows and brightness are just what we need in the world right now. Be playful and experimental!
