Adequada para todas as idades, tons de pele e sexos, nossa marca de maquilhagem profissional lança novas tendências nos bastidores nas semanas de moda ao redor do mundo. Hoje, o M · A · C significa muito para seus milhões de seguidores em todo o mundo. Aqui está a história desse fenômeno global.

A Make-Up Art Cosmetics é originária de Toronto, Canadá. Frustrado com os resultados ruins que os cosméticos davam nas fotografias, o maquilhador e fotógrafo Frank Toskan e o dono do salão de beleza Frank Angelo decidiram criar sua própria maquilhagem. Eles começaram fazendo cosméticos em suas cozinhas e vendendo-os diretamente em suas salas para outros maquilhadores, bem como para modelos e fotógrafos. Logo estilistas e editores de moda aderiram ao movimento. Graças às críticas positivas recebidas em várias revistas e a um florescente boca a boca, a dupla logo conseguiu abrir uma esquina MA C em uma loja de departamentos de Toronto em março de 1984.

A dupla optou por uma abordagem prática e chique, apresentando seus produtos em potes pretos, diferenciando-se assim dos habituais compactos em pó. Enquanto naquela época as maiores marcas de maquilhagem eram principalmente especializadas em cuidados com a pele, a M · A · C se diferenciava por se posicionar como a referência máxima em cores. Maquilhadores profissionais estiveram de plantão na esquina, inédito no setor! Entre os produtos M A C mais populares, um batom fosco de tonalidade vermelha intensa ganhou fama graças ao seu uso em uma sessão de fotos da então estrela em ascensão Madonna, que também foi vista mais tarde com uma camiseta M A C.

A empresa conquistou o setor ao oferecer uma ampla gama de produtos que alia design urbano e elegância. A M · A · C também se destacou na gestão de cantos. Para impulsionar as vendas, a marca não recorreu às tradicionais técnicas promocionais e preferiu confiar na integridade de sua linha de produtos cuidadosamente elaborada. Um toque de excesso também foi adicionado à imagem da marca. Ao colocar a individualidade e a auto-expressão em destaque acima de tudo, a empresa trouxe um toque de ostentação e drama para as lojas e cantos geralmente elegantes.

Em 1994, quando o HIV e a AIDS se espalharam rapidamente por todo o planeta, o M · A · C nomeou as organizações que lutam contra essas doenças como beneficiárias de suas instituições de caridade. Foi assim que o Fundo M · A · C AIDS foi criado. Até o momento, a campanha VIVA GLAM arrecadou mais de $ 400 milhões para a luta contra o HIV e AIDS, graças ao apoio de porta-vozes renomados como Lady Gaga, Pamela Anderson e Nicki Minaj.

Membro do Grupo Estée Lauder desde 1994, a M · A · C atualmente vende seus produtos em mais de 90 países ao redor do mundo. A empresa, que continua comprometida com o desenvolvimento de novas categorias e novos produtos, oferece mais de 50 coleções por ano e, assim, atende a demanda de clientes individuais e maquilhadores profissionais.

M · A · C colaborou com muitas figuras admiradas da cultura popular, arte e moda, incluindo Rihanna, Lorde, Proenza Schouler, The Rocky Horror Picture Show e Brooke Shields. Essas contribuições permitem reforçar a reputação do M · A · C tanto com seus novos seguidores quanto com os da primeira hora. Nossos maquilhadores profissionais trabalharam com grandes nomes como Prabal Gurung ou Vivienne Westwood nos bastidores em mais de 200 desfiles de semanas de moda em todo o mundo. Graças a esta forte presença, estamos sempre na vanguarda das novas tendências globais de beleza.

Eyeshadow and Primer

How to Properly Apply Eyeshadow According to Your Eye Shape?

You perfectly reproduced that iridescent smoky look you saw on a runway, but it doesn't enhance your eyes? This may be because you haven't adapted the eyeshadow to the shape of your eyes. Applying eyeshadow is not the same for round, spaced, almond, or deep-set eyes.

How to Create a Custom Smoky Look? Our Expert Guides Us Through the Mysterious World of Eyeshadows.

For personalized eyelid makeup, there are two challenges to face: first, match the eyes according to the color. Then, apply the eyeshadow correctly according to the shape of the eyes. To succeed in this beauty technical challenge, we follow the wise advice of our expert.

Eyeshadow on Almond-shaped Eyes

Almond-shaped eyes are the easiest to makeup! The goal is to emphasize their attractive shape and give depth and intensity to the eyes.

• Emphasize the look

Use a light eyeshadow on the brow bone and the inner corner of the eye to brighten the look. Reserve the dark eyeshadow for the outer corner of the eye and extend it to the eye socket. Finish with a light cat-eye eyeliner if desired.

How to Apply Eyeshadow on Deep-set Eyes?

Deep-set eyes are nestled in the eye socket, and their fixed eyelid slightly falls over the mobile lid. The goal is to open and "brighten" the look while preserving its depth.

• Open and brighten the eye

The trick is to start with a layer of concealer and precede it over the eyelid. This unifies the lid and ensures better makeup afterward. Then, place a light eyeshadow in the inner corner of the eye and over the entire mobile lid up to under the brow bone to make the eye "stand out." To enhance the fixed eyelid, a slightly darker eyeshadow (but not too much) is placed above the eye socket and under the brow bone. With the same dark eyeshadow, finish with a subtle and light shadow on the lower lashes, from the outer corner to the middle of the eye. You can also apply a touch of white pencil inside the eye to open the eyes.

Eyeshadow on Small Eyes

When the eyes seem too small, the goal is simply to enlarge the appearance, avoiding very dark shadows and black kohl pencil inside the eyes.

• Enlarge the appearance

Start by applying a light eyeshadow over the entire lid up to the brow bone. Then, place a more intense shadow (taupe or light brown) in the eye socket and at the level of the upper lashes and the outer corner of the lower lashes. To ensure the light effect, add a touch of light to the center of the mobile lid, with an iridescent shadow, for example. A touch of white kohl pencil inside the eye, and the excellent effect is guaranteed!

Apply Eyeshadow Well on Round Eyes

The goal when applying makeup to round eyes is to elongate them to give them a more almond shape.

• Elongate the eyes

Use three eyeshadows: a light shadow, a medium-intensity shadow, and a sustained shadow. The light shadow should be placed in the inner corner of the eye to brighten the look and then on the brow bone to enhance it. Next, apply the medium shadow in the middle of the mobile lid, stretching it slightly toward the inner and outer corners of the eye. The dark shadow, on the other hand, extends from the outer corner of the eye to the tip of the eyebrow, like a deer-eye effect. With this same shade, emphasize the lower lash line, from the middle to the outer corner.

How to Apply Eyeshadow on Droopy Eyes?

We talk about droopy eyes when the outer corners seem to point downward, which can make them look sad or tired. The goal is to give an uplifting effect to the eyes to enhance the appearance.

• Awaken the look

The advice is to avoid overloading the lower lashes, protecting them, especially at the outer corners. Instead, focus on the brow bone and the inner corner of the eye, which we highlight with a light tone (or even in the version of makeup with silver or gold glitter). As for the dark shadow, it is concentrated in the outer corner of the eye, taking care to stretch it upward to the eye socket.

Eyeshadow on Close-set Eyes

Illuminate the inner corner of the eye and accentuate the outer corner to give the illusion of more space between the eyes.

• Illuminate the inner corner of the eye

Start by applying a light and iridescent eyeshadow (and especially not dark) in the inner corner of the eye, in the middle of the eyelid. The eyes already appear more distant! Then, place a dark eyeshadow in the outer corner of the eye. To twist the eyelid a little more, the secret is to create a gradient between light and dark tones. To do this, mix them with an intermediate shadow in the middle of the eyelid. Be careful, make sure the eyebrows are plucked at the level of the eyebrow head to avoid accentuating the proximity effect.

Apply Eyeshadow Well When You Have Wide-open Eyes

The goal of wide-open eyes is to reduce the distance between the eyes. The trick is to achieve a light smoky effect in the inner corner of the eye with a dark eyeshadow.

• Reduce the distance between the eyes

Start by applying a light eyeshadow on the outer two-thirds of the mobile lid, even under the brow. Then, apply a slightly darker eyeshadow in the inner corner of the eye, extending it toward the wing of the nose. As a bonus, it is advised to finish with an "internal cat eyeliner": draw a thin eyeliner line near the upper and lower lashes and stretch the lines to the inner corner until they meet to form a V.

Eyes

Foolproof Tips for Eye Makeup

Flawless eye makeup is the cornerstone of a successful beauty look. While beauty mistakes are part of the learning process, they can be easily avoided. Follow these simple tips that will help you become an eye makeup expert!
Before diving into makeup, it's essential to properly prepare the base, i.e., the eye area, brow bone, and eyelids.

Two essential items: concealer and eyeshadow base.

The first is applied with a small brush, only on the ring. Above all, avoid spreading it all over under the eyes, risking creating a whitish halo that would only draw attention where you don't want it, and it can bring out under-eye bags if you have them.

The eyeshadow base, on the other hand, is essential to keep eye makeup in place throughout the day. It smoothens, unifies, and camouflages veins and redness, in short, it's a must in the beauty kit.
It's applied mainly on the eyelid and lower eyelid if you plan to apply color.

Eyebrows, to shape the look well

In recent years, we're going back to full, natural, but well-groomed eyebrows. An eyebrow makeup pencil is a must. Opt for a fine tip with a shade lighter than your eyebrows for a natural effect. Fill in sparse areas by "drawing" hairs with the pencil in the direction of eyebrow growth.

Eyeliners: Master the Art of Drawing

Eyeliner is not always easy to use. To properly trace the lash line, stretch the eyelid outward with your index finger and draw from the inner corner to the outer corner. If you're less skilled, make dots and blend with a brush or a small latex sponge for a natural result. Draw a thin line under the lower lashes for a more intense look.

Play with Eyeshadows

When it comes to enhancing the color of your eyes, choosing the right eyeshadow shade is key to flawless results.

Blue Eyes
If you have blue eyes, opt for neutral, soft, and pale tones like corals and champagnes. Avoid smoky or overly pronounced makeup, which will only make your eyes look heavier.

Green Eyes
If your eyes are green, you don't need colorful eyeshadows to attract attention. A shimmering brown is all you need for the day, while a medium purple is the perfect touch of color for a glamorous night.

Brown Eyes
For brown eyes, opt for metallic tones and pastels. Very dark shadows tend to camouflage the green and gold reflections in irises of various shades. On the other hand, delicate metallic pinks and intense powders intensify and make light brown eyes shine.

Dark Brown Eyes
As for dark brown eyes, almost any color enhances them, but neutral tones like salmon or golden bronze are more than perfect complements. Regardless of the color you choose, blend a touch of black or dark brown in the crease to add more intensity to your look.

How to apply

Regarding color application, using a flat brush, release the color from the center to the sides, emphasizing the outer corner, then blend with a soft-bristle brush. For the evening, add more shadow to the eyelid crease and outer corner. Ideally, the center and inner corner of the eyelid should have a lighter shade to create bright spots that illuminate the eyes.

The Trend is with Long Lashes

Very long lashes are popular! Use a lengthening mascara with a volumizing effect. To make the most of it, apply at least two coats, waiting 30 seconds to a minute between each. Don't skimp: the life of a mascara is only three months!

Makeup

How to Create the Perfect Makeup Bag?

It's challenging to separate the essential from the superfluous in the makeup department. Discover everything you need to keep in your makeup bag for touch-ups, day or night.

MAKEUP FOR THE COMPLEXION: THE 7 ESSENTIALS

A complexion base (or primer) to apply after the daytime moisturizer and before the foundation. This smoothens and blurs facial imperfections and enhances the foundation's staying power. There are bases for all needs: fixing for makeup setting, illuminating for a radiant complexion, mattifying for combination to oily skin, concealer for camouflaging minor redness...
A foundation to even out the complexion. Whether you prefer liquid, compact, stick, cushion... it doesn't matter, always choose the same color as your skin tone. Apply not necessarily all over the face but only in certain areas to harmonize the complexion.
A concealer to camouflage bags, dark circles, and soften the eye area. Choose according to your skin type: a rather fluid texture for normal skin and a more compact one for dry skin, for example. It should be at least 1 shade lighter than the foundation.
A corrector to eliminate small skin defects like redness, spots, or small blood vessels. Apply with light touches on the affected areas. The choice of the right product relies on its color pigments: green conceals redness, orange conceals blue of dark circles, purple conceals yellowish imperfections.
A loose powder to mattify the complexion and set the makeup all day long. Apply in very small quantities, not all over the face but in certain areas, especially the T-zone (forehead, nose, chin).
Bronzer for a healthy glow in 3 minutes! Choose a quite matte one, without glitter or pearlescent, and apply with a moderate brush on rounded areas of the face (forehead, nose, cheekbones) where the sun naturally tans us first.
A blush, to add a touch of color to the face. Quite pink for fair skin and orange for darker skin. Apply in small strokes on the cheekbones, starting from the apple of the cheek and extending outward. Avoid exaggeration to prevent the 80s makeup effect.

MAKEUP FOR THE EYES: THE 5 ESSENTIALS

A neutral eyelid primer for better application of eyeshadow, eyeliner, or kohl pencil with longer-lasting fixation. Particularly useful to avoid panda eyes during the day.
An eyeshadow palette to use the colors as desired. You don't need hundreds of different shades; a dozen will do the job very well. The idea is to be able to adjust the eyelid color according to the desired makeup (day or night, for example).
Eyeliner for almond-shaped eyes. Don't hesitate to practice repeatedly in front of the mirror to get the line perfectly aligned with the upper lashes.
A kohl pencil, easier to handle than eyeliner, to apply on the inner side of the eyes, under the lower lashes, or at the root of the upper lashes on the eyelid.
Waterproof mascara to enhance eyelash volume. If there was only one makeup accessory to keep for eye makeup, it would be this. Apply at the end to enlarge and deepen the eyes.

MAKEUP FOR THE LIPS: THE 3 ESSENTIALS

A moisturizer to nourish lips that tend to dry quickly. Apply a layer always before lipstick.
A nude lipstick to enhance the lip color. Its great advantage: it adapts to all looks and all occasions. And since there is not only one nude shade, everyone needs to find theirs.
A colored lipstick to give a highlight and color to your makeup. In terms of color, brunettes can wear absolutely everything, while blondes should avoid very cool or dark tones. And if you're not comfortable with traditional lipstick, you can easily resort to other rouge textures.

BROW MAKEUP: THE 3 ESSENTIALS

A brush to tame eyebrows. If they are already naturally filled, you may not necessarily need to apply makeup, a few touch-ups to give a beautiful shape may be enough.
Colored gel or pencil to easily fill in gaps in eyebrows. The colored gel is ultra-flexible and can be used with an angled brush to better replicate eyebrow hair.
A fixing mascara to keep eyebrows in place all day.