THINK: Beauty that’s anything but by the book.

WHAT IT IS: Effortless experimentation for instant individuality. Cosmetics should never be a chore—make makeup fun with daring shades and adventurous combinations from Rimmel London. Whether you layer textures, get creative with color, or repurpose your favorite product, the trendsetting brand is your go-to makeup resource. “Don’t be afraid to experiment,” recommends Rimmel London Global Makeup Artist Liz Pugh. “I love layering different products and trying out new techniques—it’s how I’ve created some of my most iconic looks.” Take a cue from Pugh and try these out-of-the-box ideas:

“Get creative by playing with Stir It Up Cream Eyeshadows,” Pugh suggests. “Ignore the usual rules of contouring and try one bold sweep of your favorite color. Or, layer multiple shades and watch how the color changes, becoming deeper or more multi-tonal. For a new take on the classic smoky eye, try layering No Way shadow over the black shade in the Smokey Noir Colour Rush Eyeshadow Quad to create a buildable effect. If you’re feeling daring, try adding some Whatever shadow to the center of the eyelid. Eye Magnifier Exact Definition Mascara is the perfect way to top off the look—it’s the blackest black mascara I’ve ever used.”


“One of the cardinal rules of makeup application is playing up one key feature and keeping the rest simple,” Pugh explains. “But when you’re going for all-out drama, why not break the rules? Try pairing a sultry, smoky eye with a siren-red lip using Lasting Finish Kiss & Stay Gloss in Red Alert. The color puts the spotlight on lips without competing with eyes.”


“I’m constantly finding new uses for Rimmel London’s multi-tasking products,” Pugh reveals. “Eyeful Eye Glisteners can be applied so many different ways, for so many different effects. You can use them alone to create a really soft, dewy look, or layer them over Exaggerate Waterproof Eyedefiners for that glam wet-look sheen. For maximum drama, my absolute favorite technique is layering Eye Glisteners over pure black liner or even shadow. Blending Eye Glisteners into a softer shade like the brown tone in the Colour Rush Quad creates a subtler version of the same creamy, illuminated effect.”


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