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With over 20 years' experience, make-up artist Attracta Courtney has witnessed many beauty breakthroughs, in terms of both trends and products. She talks to Emily Hunter about her secrets to success, top-rated products and tips for successful sales

You've worked as a make-up artist for over 20 years €“ what have been the biggest changes in the beauty industry in that time? When I started my career as a make-up artist, I was taught the numerous arts of concealing €“ there were so many rules on how to apply make-up that covered and masked the skin. I privately thought that sometimes the model was more beautiful upon arrival than after all the different layers of make-up had been applied; something magical disappeared from her skin.

I recognised very early on that the true beauty of make-up application was first studying the model's face to identify their own unique beauty, and then accentuating their best facial features to arrive at a bespoke style of individual beauty, which has become the key make-up trend of the 21st Century. Long before tinted moisturisers became a trend, I was mixing foundation into skincare creams to create a luminous, transparent glow. I was often asked why I placed such importance on the 'lightness of touch' when applying foundation with a fan-shaped brush; MAC's stippling brushes are now ideal to get that barely-there coverage that is so flattering on skin. It was inevitable as foundations became lighter in texture that creamy and liquid textures of blushers and eyeshadows would follow to further complement that 'no make-up' make-up trend.

But the powerful impact of social media has been the biggest game-changer in the beauty industry to date. Beauty trends today are sometimes more dictated by the public voice on social media than the catwalks €“ the presence of online tutorials and Instagram are very powerful, informative tools for today's discerning beauty lover. What does it take to be a successful make-up artist? What do you think gives you the edge to succeed in your industry? For me, it is being passionate about beauty, appreciating all that is beautiful and positive in the world daily and bringing that appreciation onto the set with me. Some days it is more difficult than others! I have the luxury of working on amazing editorial, advertising and catwalk shows, and all of these rich opportunities bring me great joy as I meet wonderful people and together we endeavour to create beautiful imagery for the public to be inspired by €“ I see it as art. Each day I work on set offers an opportunity to educate people on the importance of appreciating their own unique beauty and what products work best for them and their facial features.

You've recently revealed the winners of your Attracta Beauty Awards, created to recognise your must-have products. What does it take for a beauty product to make it into your kit? Of all the products I get sent by brands, only the best will make it into my professional make-up kit. Working on set is the best environment in which to test any make-up or skincare products. I work with models and celebrities who are very discerning and vocal about what products work best for them and how they make their skin feel. After a 12-hour shoot, if a model still loves a product and requests to take it home, it's a huge thumbs up as wearing make-up under intense lights or in extreme inclement environments is the most honest way to see if products really work. When the first picture is taken on set, there are no filters or Photoshop used and the camera will capture how good the make-up looks in raw detail. When the digital technician enlarges the eye area to show the camera focus, the make-up is shown in 100% detail €“ this is the best expert environment to truly see which products will receive one of my awards or travel around the world with me. It is essential as a professional to only use products that truly deliver, and this is now more possible than ever because there are so many amazing brands out there creating make-up that delivers instant, flawless results. 

What do you think are the biggest trends in beauty at the moment?
Blue is the hot eye colour of the moment in all shades, and recently I have seen navy blue lipsticks appearing in many of the new AW16 luxury collections.
Like fashion in the past, make-up today is all about deconstructing the old established styles of the 40s, 50s and 60s and creating new shapes, particularly in eyeliner. Eyebrows are here to stay; there is nothing more modern than a poppy matte lipstick offset by a bare complexion, because the eyebrow shapes of today help to balance the look beautifully. How do you think customers' experiences of shopping for beauty in the UK could be improved? Is there anything you would change?
I would encourage beauty brands to set up regular workshop sessions in a relaxed environment where clients feel safe and comfortable to ask beauty questions that will help them learn the art of make-up application. Now, more than ever, it is important that beauty brands build up a lasting, educative relationship with their clients, teaching them how to apply their products. It is easy to purchase products from any brand; however, not all brands are teaching this art, which is invaluable to the client. When I give workshops, I am always amazed and delighted to see how inquisitive women of all ages have become about their beauty routines €“ they are more curious and open to new techniques that will enhance their beauty, regardless of their age.