Byredo names Lucia Pica creative image and makeup partner

The Swedish firm’s range of makeup products enters a new era with the arrival of a renowned international makeup artist: Lucia Pica, Byredo’s new creative image and makeup partner. This role will allow the Italian creative to collaborate directly with the founder and creative director of the cult brand, Ben Gorham.

After serving as global head of makeup and color creation at Chanel for the past six years, the artist known for her sophisticated mastery of the smoky eye and her red and burgundy “bitten lips” will be replacing British makeup artist Isamaya Ffrench, who recently has been balancing her responsibilities at Byredo with her role as global beauty director of Burberry.

“After 3 inspiring years at Byredo, I have decided to step down as creative director. It has been an absolute pleasure working 360 degrees with the brand, creating everything from campaigns to product development and everything in between. I loved being able to bring makeup artists from all backgrounds across the world to be part of the Byredo Makeup family," announced the British creative on her Instagram account, thanking her teams for their “limitless support and production” and Gorham for believing in her and "setting a new precedent for how we communicate about makeup.”

Meanwhile, newly appointed Pica, who has had more than 20 years of experience in the industry as a freelance makeup artist, will make her first product presentation later this fall. "I'm excited to work with Ben to translate that essence (of the brand) into makeup so that people recognize the sensibility the instant they see it," said the creative in a statement. She added: "I imagine the Byredo person as someone completely at ease with their emotions. And with color, there has to be a story, poetry, depth. Instilling that sensibility into the makeup feels like the right project for me.”

Pica aims to develop the initial product offering of the makeup line launched in 2020 as well as its “visual universe and its relationship with those who wear them," explained the brand in the statement. "Makeup is the first Byredo category that I don't use personally so I value a collaborator highly for their subjective perspective," mentioned Gorham while admiring Pica's "exceptional work". "Our ambitions for makeup are real,” he added, referring to the relevance of the beauty sector and of this professional alliance.

Founded in Stockholm in 2006, Byredo is a luxury brand that specializes in fragrances, candles, cosmetics and makeup. Among the brand’s recent novelties are the “Flora Kalahari” palette featuring 18 desert-inspired colors, a voluminous “Astronomical” mascara, and a zero-waste collaboration with the design collective Bentgablenits consisting of a “beauty box”, a T-shirt, a perfume and a candle. Byredo will additionally be launching its latest perfume, “De Los Santos” on March 24.

Byredo names Lucia Pica creative image and makeup partner

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