IYKO Blog
IYKO Spotlight: Lyanne Sawyer – Elevating Artistry in a Small Community of Artists
IYKO Spotlight: Lyanne Sawyer – Elevating Artistry in a Small Community of Artists. This month, we’re spotlighting a true creative force coming out of Malta’s beauty scene: Lyanne Sawyer, a makeup artist whose journey has taken her from the world of fine arts to working behind the scenes of Eurovision. Blending technique with intuition and artistry with authenticity, Lyanne is one of those rare creatives who can do it all, but doesn’t feel the need to. Her path is about balance, boundaries, and beauty on her own terms. From canvas to contour "I started my journey in makeup artistry around the age of 18," she shares. "At the same time, I had been studying fine arts and photography, which I’ve always loved." It wasn’t long before she landed a job at MAC... a role that would change everything. "That’s when I realised how much of an artist I could become through makeup. It was a whole new world, learning about products and ingredients in depth, while also being able to express my artistic side every day, trying new techniques and exploring the world of colour." She describes that era as maximalist "Back then, more was more" but her signature has since evolved into a refined, soft-glam sensibility shaped by fashion and editorial. “I’ve grown to love a softer, more minimalist approach. It’s taught me techniques I’ll probably use for the rest of my career.” Eurovision and everything after Most recently, she stepped into the international spotlight as part of the glam team behind Malta’s Eurovision entry, a two-week sprint of long hours, full days, and high stakes. "It was both super exciting and chaotic," she laughs. "Being away from home and working every day really pushed me to my limits. What kept me going was the incredible team and Miriana’s trust in me to express my creativity through her looks." Creating space for growth in a small market Being based on a small island comes with challenges, namely, access to products. "My absolute biggest challenge, like many MUAs in Malta, is the limited product variety available locally," she explains. "Ordering online means waiting at least two weeks for delivery. If one essential item runs out, it can disrupt a job." But it also fuels her vision for what’s possible. “There’s significant room for development in terms of product availability and professional training. More advanced workshops and access to diverse products would really elevate the industry here.” Learning to let go of ‘just in case’ As for her setup? It’s taken years to refine, but the game changed when she got her hands on the HANA Pro Kit Backpack. "My kit has been a process of trial and error for years. Especially after getting my Hana bag, I finally feel confident with my setup. I’ve let go of so many ‘just-in-case’ items I never used. Now I carry just the essentials, my Hana and my TML light, and it makes such a difference. My back really appreciates the change." Redefining success Like many of us, her definition of success has shifted with time. "When I first started, I didn’t fully understand my strengths. Over time, I realised I don’t have to excel in every area, focusing on what I love has been key." Now, she’s prioritising longevity over burnout. "I’ve shifted more into bridal and glam, away from film and advertising. It’s helped me work more steadily and sustainably, which is what I want right now." Advice for the next wave of artists For artists working in smaller markets, her advice is refreshingly honest: “A lot of artists glamorise the job too much. At its core, we’re service providers. We work weekends, juggle endless emails, and sometimes miss out on personal events.” But with that realism comes reward. “It takes dedication, but if you have the passion and the perseverance, it’s absolutely worth it.”You can follow Lyanne on Instagram at @lsawyermua
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IYKO SPOTLIGHT: Katie Daisy, leading the way in Luxury Makeup Artistry
From working the beauty counters to prepping clients for the Met Gala, Katie Daisy has built a career defined by calm precision, luxury expertise, and a deep-rooted love for her craft. What began in Essex doing makeup for friends has since evolved into an impressive body of work across red carpets, fashion, bridal, and now, the launch of her own agency. “It’s always been a passion. I’ve loved makeup for as long as I can remember, and growing up I watched a lot of beauty creators on YouTube who really inspired me,” she shares. “I started doing my friends’ makeup in Essex just for fun, and over time it turned into something people knew me for. Eventually, I realised it was more than just a hobby. I was good at it, and I loved it. That’s when I decided to take the plunge and apply for a job in makeup.” With a background in art and creativity woven into her foundation, Katie’s artistry has always been about more than trends, it’s been about craft, everything we stand for at IYKO Professional “What started as something I did for fun turned into a career I’m genuinely passionate about. I still feel so lucky that I get to do what I love every day.” That dedication took her from counter artistry into the world of freelance, where she quickly made her mark across editorial, red carpet, and bridal. “It’s honestly surreal looking back at how far things have come,” she says. “I still remember being on counter at Charlotte Tilbury, just trying to figure out how I’d ever make the jump into freelancing. From those early days to working backstage, doing red carpets, and now launching my own bridal agency, it’s been a real journey and definitely a rewarding one.” Launching Katie Daisy Artists was a natural progression, one rooted in both experience and a clear demand. “As my career progressed, I began receiving more bridal enquiries than I could personally take on, which I’m incredibly grateful for. Many of these were high-end clients looking for a seamless, luxury experience from start to finish. Over the years, I’ve built a trusted network of incredibly talented artists, and I often found myself curating full beauty teams for brides, covering everything from hair and makeup to tans and manicures. It was something I was doing naturally behind the scenes, so launching Katie Daisy Artists felt like the perfect next step. The agency was created to offer a beautifully curated, bespoke experience that connects discerning clients with the very best in bridal beauty.” The agency reflects Katie’s own standard, one grounded in excellence, experience, and trust. “There are so many things that come into play. Obviously, the quality of your work and being reliable are really important, but in the luxury space, professionalism is everything. Discretion is key when you’re working with high-profile clients. You have to know how to read a room, stay in your lane, and carry yourself in a way that matches the level of the environment you’re in.” She’s witnessed first-hand how missteps can cost artists their place. “I’ve seen really talented artists get blacklisted by clients for breaking NDAs, and a lot of the time they hadn’t even read them properly. Others have been dropped for crossing the line on social media or posting things that felt too personal or unprofessional. It’s not just about being good at makeup. You’re being trusted in someone’s personal space, often at really important or private moments, so how you handle yourself matters just as much as the work you do. It’s definitely not for everyone, but when you understand that, it’s an amazing space to be in.” That standard extends to her artist roster. “To start with, I always come back to the points I mentioned earlier. Professionalism, discretion, and the ability to navigate high-pressure environments with confidence and grace are essential in this space. On top of that, I’m a perfectionist, and I would never attach my name to anything that doesn’t reflect the standard I hold myself to.” “Every artist I work with is not only incredibly talented but genuinely passionate about their craft. They share the same mindset, the same attention to detail, and the same commitment to delivering an exceptional experience. That’s what truly sets a luxury or bridal artist apart. It’s not just about beautiful makeup but about the presence, care, and integrity they bring to every client interaction.” “Reliability is absolutely crucial. When I recommend someone for a wedding, I’m trusting them with one of the most important days of a person’s life. There is no room for mistakes or anyone being let down. Brides need to feel completely confident and at ease, knowing they’re in the most capable and caring hands from the very beginning to the final touch-up.” A calm presence in even the highest-pressure environments, Katie credits her composure to thoughtful preparation. “For me, preparation is everything. It’s the foundation that allows me to stay calm, focused, and deliver my best work even in the most high-pressure environments. I’m a big believer in the saying ‘fail to prepare, prepare to fail,’ and I live by that when it comes to my work.” “High-pressure situations aren’t for everyone, but I genuinely love the energy of it. I think after years of being in those environments, I’ve learned to really thrive in them. I’m naturally quite calm, which helps, but it’s the preparation that gives me confidence.” That mindset was put to the test at this year’s Met Gala, a career milestone Katie had visualised and a massive achievement that we celebrate here at IYKO Professional. “Thank you. It honestly felt surreal. I had the Met Gala on my vision board for this year, so to actually be there was such a proud moment.” But as often happens behind the scenes, things didn’t go quite to plan. “One moment that definitely stayed with me was when the power went out on our side of the room. There was no time to move or reset, so we just had to get on with it. My main light went off and since it was a rainy, gloomy day in New York, there was no natural light to rely on. Simon, who was doing hair, didn’t have working tools either. It was one of those moments where you just make it work.” “I ended up finishing the makeup in a different room while my client was being stitched into her dress. It wasn’t the dream setup by any means, but in this industry, things rarely go perfectly to plan. You just stay calm, adapt, and focus on getting the job done.” Her setup, like her mindset, is meticulous. “Kit presentation is everything. As a luxury artist, your kit should reflect the standard of your work and the experience you’re offering. You simply cannot show up to a high-end job with a disorganised or poorly presented setup. My time at Charlotte Tilbury really instilled in me the importance of cleanliness, sanitisation, and the visual appeal of a beautifully arranged kit.” “I’ve refined my setup over the years and now have it down to a system that works seamlessly for me. My IYKO HANA is a game changer. I use it to hold all my core products, the ones I know I will reach for every time. It keeps everything neat, accessible, and elevated. Investing in your kit is so important, not just for how it looks, but for how efficiently it allows you to work. A thoughtful, well-presented setup sets the tone for the entire client experience.” These days, success looks a little different than it did when she first started. “My definition of success has definitely changed over time. When I first started, it was all about hitting certain milestones, but now I see it differently. I truly believe you can achieve anything if you’re willing to put in the work. If I decided tomorrow to start a makeup brand, I’d back myself to make it happen and make it a success.” “I’m naturally very driven and goal focused. I don’t really switch off, and for me, self-care often looks like getting things done and staying productive. That, and the occasional Botox appointment. I feel happiest when I’m achieving and moving forward.” “Right now, I’m focused on growing the agency, continuing to build my career, and staying open to wherever this journey takes me. There’s so much more I want to do, and I’m just excited for what’s next.” You can take a look at Katie Daisy's work on her website and Instagram
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How to Streamline Your Makeup Kit Without Sacrificing Quality
How to Streamline Your Makeup Kit Without Sacrificing Quality. As a working makeup artist, your kit is your mobile studio. But when your shoulders are aching and your suitcase is bursting at the seams, it might be time to re-evaluate what you're carrying. The truth is, a well-edited kit doesn't mean compromising on quality, it means working smarter. Here's how to streamline your makeup kit without losing the performance, versatility, or impact your clients expect. 1. Invest in Multi-Use Products This goes without saying, the best way to save space without cutting corners is to prioritise products that serve more than one purpose. Think formulas that work on lips, cheeks, and eyes (like Danessa Myricks ColorFix), or palettes that offer mixable shades for foundation, contour, and concealer. Are you carrying too many shades of one item that you could easily mix with a mixing medium or colour adjuster? Can you find a product that replaces two different products in your kit? Not only do these reduce bulk, but they also create a personalised, tailored experience for your client. As mentioned above, Danessa Myricks ColorFix is a firm favourite in our founder Natalie’s kit. She uses them not only to adjust the tone of complexion products, but also to custom-create shades for blush, lipstick, and even colour correction. 2. Repackage Smartly You don't need to carry every product in its original packaging. Decanting into travel pots, palettes, or pump bottles saves serious space and weight. Look for stackable or magnetic systems that let you customise your layout while keeping everything visible and hygienic. For those makeup artists that don't want to condense their luxury items (packaging is way too pretty, right?!), look out for luxury brands that offer streamlined packaging. You can also switch out certain products for more kit-friendly versions that you can decant, which helps you justify keeping a few luxe favourites in their full packaging. Natalie loves condensed systems like M·Y·O and Artist Kit Company, both of which offer professional, sleek palette options that pair perfectly with the IYKO HANA’s aesthetic and internal layout. 3. Condense Your Tools Brush belts can become a black hole of excess. Narrow it down to your core essentials – brushes that can multitask, like a domed fluffy brush that works for both powder and blush. Get rid of the brushes you use once in a blue moon, and double up on the ones you reach for time and time again. Quality of choice over quantity here is key. Lightweight brushes with slim, tapered handles will be your best friend. While bulky brushes might look luxe, the weight and space they take up adds up fast... especially when you need multiples of each brush type. 4. Use a Bag Designed With Artists in Mind A high-functioning kit bag can make or break your workflow. Look for one that maximises interior space while remaining lightweight and compact. Bonus points for separate compartments, custom inserts, and easy access. The IYKO HANA Pro Kit Backpack, for example, was designed by a working MUA to solve a multitude of common MUA kit problems, with a vertical lid layout that keeps all your products visible, tailored compartments for ultimate organisation, and a sleek, compact structure that won’t buckle under pressure. Whether you're commuting, flying, or navigating tight backstage spaces, it's made to support the way artists ACTUALLY work. 5. Edit Regularly Your kit isn’t static! Seasonal jobs, trends, and your evolving taste mean you should revisit what's in your bag at least once every 3 months. Remove expired products, anything you haven’t touched in months, and duplicates you don’t reach for. You'd be surprised how many products stay in your kit out of habit, not because they’re actually earning their space and as you read this we know you can think of the exact products in your own kit that we are referring to! 6. Think Job-Specific Tailor your kit to the job. Bridal? Bring your soft-focus skin essentials. Editorial? Pack for pigment and experimentation. Having a few pre-packed modular kits you can swap in and out helps keep things lean while still being prepared. The IYKO HANA’s multiple compartments and lid pouches make it easy to organise your kit by job type, so you're never hauling more than you need. Final Thoughts Streamlining doesn’t mean stripping down to the bare minimum and fighting for your life to 'make it work', it means refining your kit, like deleting unused apps from your phone — you free up space, everything loads faster, and you’re only left with what you actually use. By curating with intention, you create a kit that works harder for you, not the other way around. Your back, your clients, and your future self will thank you. And with a thoughtfully designed kit bag like the IYKO HANA, staying organised and streamlined becomes second nature.
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IYKO SPOTLIGHT: Kimberley Lever – Artist, Educator & Founder of MIKI Academy
IYKO Spotlight: Kimberley – Artist, Educator & Founder of MIKI Academy In this edition of the IYKO Spotlight, we caught up with Kimberley Lever, a makeup artist with nearly TWO DECADES of experience, a deep love for clean, timeless beauty, and the founder of MIKI Academy. Her platform helps fellow artists turn their craft into a sustainable business. From her early MAC days to creating a global education community, Kimberley shares her journey, creative mindset, and what success really means to her now. From Disney dresses to MAC counters Kimberley’s love for beauty started young. “I’ve always loved dressing up. If there was a Disney dress, best believe I had it,” she laughs. That obsession naturally evolved into a love for makeup and fashion in her teens. She’d save up her birthday money to book appointments at MAC, not just to get her makeup done, but to soak in the artistry. “I was obsessed with watching the artists on counter. This was back when MAC was super artistry focused. I’d spend hours asking questions or booking in just to talk to them.” When it came time to choose her path, the timing was perfect. A new media makeup course had just launched at her local college, and for Kimberley, the decision was a no-brainer. “It felt like the stars had aligned.” A style that stood the test of trends Like many artists, Kimberley didn’t discover her style overnight. “At first I was just keen to learn. I went through phases, yes, even the colourful cut crease era, but I’ve always been drawn to clean, timeless beauty, even before it became a trend.” Her aesthetic is now defined by that kind of elevated simplicity. Polished, soft, enhanced beauty that feels fresh no matter the year or trend cycle. “It’s the kind of work that never dates. That’s always been at the heart of what I do.” Navigating creativity and business For Kimberley, artistry is at her core. But building a career in makeup today means wearing multiple hats. “Doing makeup is therapy to me, it’s my outlet. But when I have to switch into strategy and structure mode, it can interrupt my flow.” She’s found her balance by ensuring her business runs smoothly in the background, giving her space to create when inspiration hits. “Some days I’m in my business brain, other days I’m flowing creatively. I’ve learned not to feel guilty about where I’m at. Both sides are valid.” The evolution of MIKI Academy Kimberley has been teaching since she was 19, just a year after joining MAC. “Education has always been part of my journey, but at first it was always about makeup skills, not business.” She launched MIKI Academy six years ago as an in-person learning space for beginner and pro artists alike. Then came the pandemic, and with it, a pivot to online education that expanded her reach globally. “Over time, I started to notice a pattern. Incredibly talented artists were giving up because no one had ever shown them how to run a business. That blew my mind.” Today, MIKI Academy helps artists implement real business strategies that lead to sustainable success. “I realised I had a responsibility to use my voice and experience to make a difference for the people who make up our incredible industry.” An organised kit = a clear mind At IYKO, we know that the way you carry your kit says a lot about how you show up. Kimberley agrees. “I absolutely love everything about IYKO. Having a clean, well presented kit gives me confidence. It’s that clear space, clear mind feeling. We already solve enough problems on set, we don’t need chaos in the kit too.” While she often works with an assistant to keep things prepped, her approach is rooted in simplicity and performance. “I’m not the artist buying every trending item. I stick to multi-use products that I trust. No 50kg makeup bags here.” The most valuable technique? Know your go-to process Every part of application matters, but if Kimberley had to choose one thing to master, it’s layering. “It’s been my ride or die technique. Layering gives me control and allows me to build gradually instead of correcting later, especially when it comes to skin.” But it’s not just about product. “Know your go-to process. Your signature style. Something you can fall back on and know it’ll work, even when you’re under pressure.” Being great at makeup isn’t enough It might sound bold, but Kimberley says it how it is. “One of the biggest misconceptions? That being good at makeup is enough.” She explains that artistry is only part of the equation. “This is a service based industry. Success depends on how well you communicate, market yourself, build trust, and position your work. Skills open the door, but mindset, strategy and purpose keep you in the room.” Confidence starts at setup “To me, a well prepped kit says you’ve got your sh*t together,” she laughs. “From the moment I start setting up, I want my client to feel looked after. If I’m calm, confident and in control, that energy carries into the whole experience.” Her proudest moments Looking back, Kimberley feels most proud of how far she’s come and the trust she’s earned along the way. “When people, brands and clients see me as an expert, that’s such a fulfilling feeling. But more than that, I’m proud of the community I’ve built. I’ve been part of so many artists’ stories, and they’ve been part of mine.” She pauses for a moment. “Little Kimberley would be proud of me today. And that means everything.” Redefining success “When I started, I didn’t even have social media. I didn’t know where I wanted to take this, I just knew I loved it. I wanted to get good, to challenge myself.” Years later, with all the ups, downs and turning points, Kimberley says success now looks very different. “Success for me is doing something I love every day. Having the freedom to choose my reality. Creating, connecting, and sharing what I’ve learned with others. That’s the dream.” Until next time! xx
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IYKO SPOTLIGHT: My Osteo London / Charlotte Mernier
Registered Osteopath, Creator of My Osteo Buccal Massage In our latest IYKO Spotlight, we’re stepping into the world of wellness with Charlotte Mernier, Registered Osteopath, founder of My Osteo London, and the creator of the cult-loved My Osteo Buccal Massage, as featured in Vogue and Harper’s Bazaar. Charlotte’s story is one of fearless dedication, a deep understanding of the human body, and a passion for redefining beauty from within. “Ever since I was a child, I’ve been fascinated by anatomy and naturally drawn to working with my hands… I knew I wanted to help people through the power of touch.” After earning her Master’s degree in Osteopathy in Paris, Charlotte took the bold step of moving to London to build her own practice. With no network, only a deep desire to create something meaningful, My Osteo London was born. And with it, her now-signature buccal massage, a treatment that sculpts, de-puffs, and relieves tension all at once. “It not only relieves symptoms of jaw disorders but also promotes deep relaxation, leaving your face feeling refreshed and revitalised.” What Makeup Artists Need to Know As makeup artists, we often overlook how physically demanding our job can be. Charlotte regularly sees clients struggling with neck, shoulder, and back pain due to long hours on their feet and lugging heavy kits. (Myself included!) “Working in a forward-leaning position often results in jaw tension and tension headaches, especially if there’s a tendency to clench the teeth under stress." Her advice? Build body awareness, strengthen your core, take short movement breaks, and opt for ergonomic kits (IYKO, of course). But above all—incorporate self-care practices like massage or osteopathy to prevent long-term issues. The Jaw Connection You might not realise it, but tension in the jaw can trigger a cascade of issues throughout the body. “Jaw tension… often causes a chain reaction. Over time, this can result in poor posture, muscle imbalances, and even tension headaches.” Charlotte’s buccal massage technique is a powerful solution: releasing deep facial tension, improving circulation, and promoting lymphatic drainage. The results? A more sculpted, relaxed face and body. Prepping the Skin, Holistically Charlotte champions simple facial massage techniques that makeup artists can use daily to prep the skin before application: - Start with lymph node activation - Use upward strokes along the jaw, cheeks, and forehead - Apply circular pressure on the temples and neck - Support this with mindful breathing “It not only relieves tightness but also reduces puffiness, giving your face a more lifted and refreshed appearance.” Recovery for Artists in Demanding Industries From long shoots to wedding days, stress and physical demands can take a toll. Charlotte recommends regular osteopathy, gentle stretching, deep breathing, and facial massage as your go-to recovery toolkit. “Creatives pour so much of themselves into their work. These simple practices can keep your body in top condition and support long-term wellbeing.” One Habit to Start Today If there’s one thing she recommends you do today: “Relax your jaw. Your teeth shouldn’t touch. Tongue in clucking position. Relax your jaw and neck. Roll down your shoulders and take a deep breath.” Follow that with 5–10 minutes of stretching each day, and you’ll feel more grounded, energised, and tension-free—ready to take on your next shoot or client with clarity and ease. 📍 Discover Charlotte’s work and book in for My Osteo Buccal Massage via myosteolondon.com ✨ Want more expert features like this? Sign up to the IYKOrganisers newsletter and never miss a Spotlight.
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IYKO SPOTLIGHT: How Anika Leila Turns Expired Makeup into Fine Art.
Redefining Beauty: Anika on Turning Expired Makeup into Fine Art and Building a Platform for Creatives Makeup is often seen as a temporary art form, something applied, worn, and washed away. But what if beauty didn’t have to be fleeting? What if the very products we discard could be repurposed into something permanent and meaningful? For Anika, makeup isn’t just about transformation on the skin. It is a medium for artistic expression beyond its intended use. By working with expired beauty products, she challenges the disposable nature of the industry, turning once-forgotten products into captivating works of art. But her creativity doesn’t stop at the canvas. She is also the founder of Pulld, a platform designed to connect creatives with real opportunities. Her goal is to eliminate the struggle of finding the right collaborators and shift the industry mindset toward valuing creative work. We sat down with Anika to talk about her journey into unconventional materials, the intersection of beauty and fine art, and how she is helping creatives rewrite the rules of the industry. From Makeup to Medium: The Journey of Using Expired Beauty Products in Art Anika’s fascination with makeup started with its role in self-expression. But over time, she found herself questioning the temporary nature of beauty products and how much of it goes to waste. “I started experimenting with expired makeup as a material, pushing beyond its intended use and redefining its value in an artistic context,” she explains. “It became a way to merge beauty, sustainability, and storytelling in a completely new way.” The unpredictability of expired makeup makes it an exciting challenge to work with. Unlike traditional paints, it dries out, changes texture, and even shifts in color, meaning no two pieces will ever turn out exactly the same. “Instead of controlling every detail, I let the materials guide the process,” she says. “Some brands work in a certain way and some brands work in others. It has also unlocked a new way of thinking about waste, seeing beauty in things that are considered ‘useless’ and giving them a second life.” Beyond Aesthetics: A Statement on Sustainability While Anika’s work is visually striking, it is also a conversation starter about sustainability and consumerism. She encourages people to think about the way they buy and discard beauty products. “Sustainability is a core part of my work, but it’s also about pushing creative boundaries. I want people to question consumption—why do we buy so much, only for it to be discarded?” Her pieces often surprise viewers when they realize what they are made of. “People see a canvas and admire it for what it is, but when they find out it’s made of expired eyeshadow, lipstick, or foundation, it completely changes their perspective,” she says. “There’s usually this moment of realization, like, ‘Wait, I’ve used that before,’ or ‘I use that in my makeup routine every day.’ It makes the work more personal and relatable in a way traditional art materials might not.” Pulld: A Platform Built for Creatives Anika’s innovation extends beyond her artwork. Her personal experiences navigating the creative industry led her to develop Pulld, a platform designed to connect artists, designers, photographers, and other creatives with meaningful, paid opportunities. “So many talented people struggle to make a living from their work because the industry isn’t set up to support them. There’s this idea that designers and artists should work for free or for exposure, but that’s not sustainable,” she explains. “I had to take on two full-time jobs just to support my creativity while affording a normal life. That experience made me realize there needs to be a better system, one that connects creatives with real opportunities without relying on social media algorithms or unpaid work.” Pulld is designed to remove the randomness and frustration of finding collaborators, making the process more efficient and intentional. “Right now, people spend hours scrolling through Instagram, DMing strangers, or relying on word-of-mouth to find someone to work with,” Anika says. “Pulld streamlines that process, whether you’re a photographer looking for a stylist, a designer looking for a model, or an artist looking for a fabricator. It’s about making connections happen faster, with people who are actually serious about working together.” Changing the Industry’s Mindset on Creativity Anika believes that creativity is work, and she wants the industry to recognize that. “There’s this romanticized idea that artists and designers create purely out of passion, but passion doesn’t pay the bills. People don’t expect lawyers or doctors to work for free, so why is it different for creatives?” Through Pulld, she hopes to shift this outdated mindset and create a more sustainable future for creative professionals. The Future of Creativity: Breaking the Rules and Pushing Boundaries Anika’s work challenges the traditional norms of both the beauty and art industries, and she sees this mindset as essential for future creatives. “I think the most exciting work comes from people who question the norm,” she says. “Creativity isn’t about following the rules, it’s about rewriting them, bending them, or even breaking them completely. I truly think there needs to be a communal shift, and Pulld is here to do that. The future of creativity belongs to those who aren’t afraid to challenge what’s expected.” For those looking to experiment with unconventional materials or explore new creative paths, her advice is simple: “Start with what excites you. Look at everyday objects, things you might throw away, and ask yourself, how else could this be used? Be curious, be resourceful, and don’t be afraid to experiment.” She encourages creatives to tap into what brought them joy as children and follow their instincts. “Sometimes the best ideas come from the materials themselves, so let them surprise you. And sometimes a creative idea can come from doing something that feels completely ‘uncreative.’ But if it brings you joy, do it, and do it again and again. Most importantly, trust your vision, even if it doesn’t fit into traditional definitions of art or design.” Through her artwork and her platform, Pulld, Anika is redefining what it means to be a creative in today’s world. She is proving that expired makeup doesn’t have to be waste, that beauty isn’t always fleeting, and that the industry needs to do better at valuing artistic work. Her journey is a testament to breaking boundaries, pushing sustainability, and making space for creatives to thrive. And if her work teaches us anything, it’s that art, like beauty, is never truly disposable—it’s just waiting to be seen in a new way.
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IYKO Professional Joins The Women’s Chapter: A Milestone for Growth & Connection.
IYKO Professional is proud to announce that our founder, Natalie Rose Vella, has been selected as an Enterprise Member of The Women’s Chapter for 2025, one of only eight entrepreneurs from The King’s Trust to receive this opportunity.
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A Makeup Kit & Bouquet That Lasts
Beauty that lasts – both in your kit and in your space. This Valentine’s week (Monday–Sunday), we’re celebrating long-lasting essentials by teaming up with Ett Hem, the luxury faux flower company, for a special giveaway. Just like the IYKO HANA Pro Kit Backpack, made to withstand the demands of pro artists, Ett Hem’s Valentine’s bouquet is designed to last a lifetime—no wilting, no waste, just effortless beauty. Here’s how it works: 💐 A bag that lasts, a bouquet that lasts—the perfect pairing 🎟 Every order this week enters you into the draw automatically 💖 One lucky winner will receive an Ett Hem forever flower bouquet The giveaway closes at midnight on Sunday 16th February 2025, and we’ll announce the winner next week. Don’t miss your chance to treat yourself to timeless style and beauty! ✨ Shop now to enter!
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IYKO SPOTLIGHT: Inside the World of Pro Makeup Artistry with Zara Findlay
IYKO's Founder, Natalie Rose Vella sat down with Zara Findlay, Senior Pro Makeup Artist for Bobbi Brown with over 20 years of experience, to discuss her journey, signature style, and the lessons she’s learned along the way. From humble beginnings at a beauty counter to working with A-list celebrities, Zara shares her insights on the industry, her must-have kit essentials, and the importance of adaptability as an artist.
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