Recognised for his make-up artistry with Miley Cyrus and some of the world’s biggest brand names and publications, movie star make-up artist and journal founder James Kaliardos is now the manufacturer ambassador for natural beauty startup SIIA.
Kaliardos, the co-founder of V and Visionaire journals, was named brand ambassador of makeup and skin-treatment label SIIA in June. He was introduced to the label by Oberon Sinclair, the powerhouse publicist credited with driving America’s kale trend, and is employing his history in each make-up artistry and journal publishing to support tutorial the make-up artistry and resourceful vision of brand strategies, which includes SIIA’s initial campaign, titled “What’s Your Natural beauty?” that was made with branding company Associates & Spade.
The marketing campaign, which capabilities Visionaire co-founder and Kaliardos’ “muse” Cecilia Dean, is aimed at conveying the plan that “there’s not 1 way to solution beauty,” he said, incorporating, “The much more we challenge that [idea], the far better, and [the more we] open the doorway to who we see as gorgeous and how we shoot them.”
Texas-based SIIA Cosmetics introduced in February 2020 with a concentration on accessible luxurious makeup and skin care. Established by Megan Rein, Simon Jeon and Hicham Khodri, it is created in South Korea and encouraged by K-natural beauty, with skin-care substances infused into the make-up goods. Earlier, the founders launched hair extension model Rose de Nuit, which distributed to impartial beauty supply stores. They resolved to launch the cosmetics brand name soon after seeing demand from customers at these outlets for high-close cosmetics.
“The sector, regrettably, doesn’t genuinely serve any sort of higher-top quality cosmetics, for heaps of distinctive good reasons. We observed that as a hole,” stated Rein, who mentioned the principle is “luxury for all.”
“What’s appealing about this model is that [the founders] began these independently- and normally woman-owned splendor retailers, which are not the significant conglomerate form of magnificence suppliers that we know,” reported Kaliardos.
“We realized the initially detail we would have to do is set up reliability about the goods, all around the formulations,” stated Rein, of bringing in Kaliardos. Considering that March, it has achieved $500,000 in sales. The founders are projecting $7 million in income in excess of the next 12 months.
Kaliardos “is a innovative powerhouse at the rear of the manufacturer,” claimed Rein. In addition to performing on innovative campaigns and developing content material, he will be aiding with products progress. SIIA’s url with the makeup artist coincides with the introduction of its DTC e-commerce channel, which released on June 21 this 12 months.
Prior to performing with SIIA, Kaliardos has worked with heavy-hitting models which include Louis Vuitton, NARS, MAC and Tom Ford Elegance. In addition to Cyrus, he’s worked with Tilda Swinton, Marisa Tomei, Michelle Williams and Hillary Clinton. His get the job done can be seen in all the top rated trend publications, such as Vogue, Elle, Vainness Honest, W and Allure. Most a short while ago, he wrapped up working on the new “Spider-Man” film. Past weekend, he made Cyrus’ search for her display-stopping Lollapalooza functionality with an aesthetic he described as “post-Debbie Harry rock ‘n’ roll.”
For the reason that of his contract, Kaliardos was not at liberty to say whether or not he utilizes the brand name on Cyrus, but SIIA has “many superstar supporters,” reported Sinclair.
In common, Cyrus “is entirely pores and skin-obsessed,” mentioned Kaliardos. “She has quite delicate pores and skin, and we’re very unique about what we can use on her skin.”
About the brand’s emphasis on skin care infused into makeup, he claimed, “It will make so a great deal perception to have a item that has pores and skin care in it, so that when you wear it all working day, it’s assisting your pores and skin not age.”