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a collection of MAKE UP FOR EVER products including a stack of all in one palettes, lip lines, powder foundation and setting sprays. shot in a studio against a beige background

A beauty brand that needs no introduction, MAKE UP FOR EVER has been a staple in not only the professional kits of MUA’s but in the bags of make up mavens across the globe since it launched in 1984. A pioneer in the cosmetic space, the brand collaborates with over 40 renowned make up artists across the world to formulate its array of pigmented and powerful cosmetics. From lip liners and lipsticks to its iconic HD Skin foundation and complexion powders, MAKE UP FOR EVER has been inventing must-haves since its inception. 

To celebrate the brand joining our virtual shelves, we sat down with the brand’s make up artist EU ambassador, Charlelie Mereu, to talk about MAKE UP FOR EVER’s unique story, the concept behind the collections and what more we can expect... 


Born in the 80’s, MAKE UP FOR EVER was “founded by Dany Sanz, a French artist with a background in fine arts and body painting. Inspired by her experience teaching make up at a school she co-founded in Paris, Sanz realised the need for versatile, high-quality products that could meet the demands of professional artists and everyday users” Charlelie tells us. "Her brand was born out of her desire to create a comprehensive range of innovative and durable make up, focusing on creative expression and performance. MAKE UP FOR EVER quickly gained a reputation for its vibrant colour range, becoming a staple in both the fashion and entertainment industries” she explains.  On a mission to celebrate everyone’s unique beauty, Charlelie shares that the brand “makes the expertise of our collective of make up artists available to you, to offer you the most innovative and efficient products and tips.” And the goal? “To help you unleash your creativity and express your inner artist.”  

a make up for ever all in one palette shot against five swatches of the palette. shot in a studio


Charlelie explains that “Dany named her brand MAKE UP FOR EVER to reflect her vision of creating make up that could withstand the demands of both professional performance and everyday use, lasting through various conditions and needs. The name signifies: 

  1. Durability and Longevity: The phrase "For Ever" emphasises the idea of make up that endures, both in terms of its wearability throughout a day or performance and its timeless appeal. 
  2. Versatility and Inclusivity: "MAKE UP FOR EVER" products are suitable for everyone, catering to a wide range of skin tones, types, and professional needs, from everyday users to stage and film artists. 
  3. Artistic Legacy: Dany’s background in fine arts and her passion for artistic expression are encapsulated in the idea of make up as a form of art that persists through time and trends. 

The name embodies her commitment to producing high-quality, versatile cosmetics that support both artistic innovation and practical performance, aligning with her vision of make up as an enduring tool for creative expression.”  



What makes MAKE UP FOR EVER unique is its approach to product development and the realisation that working MUAs provides unrivalled insight into what people both professionally and in the day-to-day need and want. Charlelie tells us that the brand “seeks out make up artists who share our passion for innovation, creativity, and excellence. Our collaborators are chosen for their unique perspectives, their ability to inspire, and their deep understanding of makeup artistry. We value artists who push the boundaries and bring fresh ideas to the table, enhancing our ability to create products that resonate with both professionals and makeup lovers. Collaboration is about synergy; it’s about combining our expertise with the artists’ vision to develop products that are groundbreaking and transformative.” 

a lip line from make up for ever in a nude shade. the pencil is shot against a scribble showing the nude shade of the pencil


“At MAKE UP FOR EVER, we are constantly innovating and exploring new frontiers in beauty. You can expect more pioneering products that incorporate cutting-edge technology and address the evolving needs of our product lovers.” expresses Charlelie. “We are working on enhancing our product formulations, developing new textures, and expanding our shade ranges to continue setting new standards in the industry. Our upcoming launches will offer exciting, revolutionary options that will inspire creativity and elevate make up artistry to new heights. Stay tuned for products that will surprise and delight you, delivering performance and artistry like never before." We cannot wait to see what the brand launches next! 

Now we know more about the brand, let’s dive into some of its renowned bestsellers... 


A favourite of Charlelie herself, (plus JLO, Hailey Beieber *and* Lady GaGa) we can’t talk about MAKE UP FOR EVER’s bestsellers without mentioning the HD Skin All-In-One Palette. Inspired by fine art painting, this do-it-all compact stars 12 creamy formulas that you can mix and match to suit your skin’s tone and texture. Delivering buildable coverage, soft sculpting shades and a pop of pigment for your cheeks, these skin-blurring pans blend and buff for endless complexion possibilities. 

Formulated with an innovative micro-skin system that delivers a skin-like finish, MAKE UP FOR EVER’s HD Skin Foundation is a complexion powerhouse . Offering an *almost* undetectable sign off, this waterproof liquid foundation sinks effortlessly into your skin delivering a medium to full coverage with a natural matte finish. Is that the blurring Instagram filter... IRL?! 

Delivering a naturally matte, light-diffusing finish, MAKE UP FOR EVER’s Ultra HD Setting Powder is the answer to a second-skin appearance. Utilising the brand’s cutting-edge light-reflecting technology, this setting powder works to blur the look of imperfections so fine lines, pores and texture look smoother in any given light. Non-drying and suitable for all skin-tones, there’s no wonder it’s in the kits of so many world-renowned MUA’s. 

Ready to master your graphic liner? Enter: MAKE UP FOR EVER’s Aqua Resist Graphic Pen. Delivering 24-hour water, sweat and smudge-resistance, this ultra-black liquid liner delivers pigment with its non-stop flow. Made to swipe on a satin finish, this liquid pen has a flexible tip so you can create everything from a classic wing to editorial-inspired lines without any tugging or pulling. Plus, it’s suitable for those with sensitive eyes and who wear contact lenses! 

And there you have it, now you have everything you need to know about this MUA inspired beauty brand and its unique and inventive make up must-haves. We’re adding the entire HD Skin range to our baskets, what about you...? 

Rina Teslica
Rina Teslica Writer and expert
Rina is Cult Beauty’s Junior SEO Copywriter and has always had a passion for beauty and skin care (rich moisturisers are her obsession). What started as a love for The Body Shop and their famed Born Lippy lip balms (in ‘Watermelon’ of course!), she is now more interested in finding products with proven effectiveness instead of broken promises. A loud and proud VIEVE fan, Rina owns nearly every item of the range and recommends the brand to anyone who will listen... When she’s not intently reading ingredient lists, you can find her either immersed in multiple true crime podcasts or co-hosting her own parenting one, with an *extra* hot cappuccino in hand.

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