The IYKO Journal
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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Fresh New Year, Fresh New Kit: Kickstart 2025 with a more Streamlined Makeup Kit & The Chance to WIN...
Happy New Year! As we leave the busy Christmas period behind and welcome 2025, now is the perfect time to reset and refresh not just our lives, but our makeup kits too. I'm sure your kit took a battering over the busy period, right? Kit condensing and reorganising - VERY satisfying, but can be quite daunting to start. So, let's dive into some easy and effective tips to help you streamline your collection and make the most of your IYKO HANA Pro Kit Backpack. (If you haven't taken advantage of our Introductory Price while it's still running what are you waiting for?!) 1. Assess and Declutter:First things first—Get all of your makeup kit beauties and lay them out on a desk or table, split them into categories, as detailed as you want to be - Base products, cream products etc. Take a good look at each item and ask yourself: Do I actually use this often? Is this something I reach for over other products in my kit that serve a similar purpose? Is this product unique that I can't recreate with another product? If not, it might be time to say goodbye. Which moves us perfectly to our next step...2. Prioritize Multi-Functional Products:Look for products that do double duty. Think lip and cheek tints or palettes that mix eyeshadows with highlighters. This not only saves space but also lightens your load. My favourite product for Multi-use is the Danessa Myricks Color Fix paints in these specific shades: Primary Yellow Primary Red Primary Blue Lift (White) Exposed (Taupe) Blackout (Black) Chocolate With these shades I can create quite a lot of different colours, in a formula that's waterproof and VERY long lasting, I use them mostly for blush, eyeshadow bases and even some contour colours (Chocolate is an AMAZING Base colour to create bronze/contour shades for deep skin tones). They're also great for shifting foundation and concealer shades so you don't have to carry as many base products in my kit. I only have 5 shades of each formula and use DM Color Fix to tweak the shades to match my clients. 3. Don't forget to do the same for your brushes:You might not realise how much space your brushes take up. I mean, it's understandable if we have a big day of back to back clients we need a constant supply of clean brushes. I am not however referring to the brushes you do use, I am talking about the ones that we actively avoid using if we can. I KNOW YOU KNOW WHICH BRUSHES I MEAN! The ones that you work around the whole day until you're forced to use them and then end up working harder to make work for you instead of it actually being useful, get rid. Replace if you must... with a brush style you actually use. Also look for brushes with a skinnier tip on the end, they are easier to put in and out of your kit and don't take up as much space as the chunkier brush barrels. 4. Embrace Miniatures/depotting:Travel-sized products are a lifesaver when it comes to saving space without losing variety. Consider swapping out full-sized items for mini versions, especially those you don't use daily, Buy these mini's once and then when they run empty, buy the full sized product to use to refill these minis. Keeping some things in your kit in it's original packaging is going to be desirable, especially if they are luxury (or the packaging is just pretty!) So keep on the hunt for these minis, they do them a lot around Holiday season or gifting seasons so take advantage of this when they come in your staple products. DEPOT AS MUCH AS YOU CAN. Not only does this mean you can fit much more in your kit, you can also streamline your kit in its appearance. Keeping as many of the bottles/packaging elements in your kit uniform makes your kit look more sleek and professional, on top of this, it also helps with keeping your kit neat and tidy during the application product, the less bottles and palettes lying around on the table, the better. 5. Regularly Refresh Your Kit:Make it a habit to review and refresh your kit every few months. This keeps you up-to-date with the formulas in your kit as you organically reach for different formulas over others and ensures your kit stays clean and organized - I personally tweak the formulas I use depending on the season as the weather stresses of the season create new requirements of performance for your formulas which might need swapping out with better ones for the specific time of year. 6. Invest in Quality Over Quantity:Choose products that deliver the best results, and pack the biggest punch in formula. Generally more artistry led brands/indie brands are very performance focused. These are less 'consumer friendly' and tricker formulas to manipulate, or need manipulating in the first place, but are generally more compact as you don't need to use as much per client, therefore the size doesn't take up as much space in your kit - for example, I have got myself very accustomed to these more performance based formulas which are generally more pigmented and drier in consistency to the point where I find them very easy to work with, if I daresay, easier to use then more day to day consumer friendly products which usually are quite emollient in consistency and don't pack as much punch pigment wise. Brands I love for this are the following: Danessa Myricks - FULL of colour, and the right colours too. Their ColorFix range alone stands tall in my hall of fame. LH Cosmetics - A brand with multi use at its core, these are a fine balance between consumer and artistry focused so you get the best of both worlds. RCMA - They do amazing foundation palettes already built and designed for high performance HD/Theatre, I always have at least one RCMA Palette in my kit as a quick grab when I need it. Kryolan - Same as the above, this is literally a PRO Makeup brand designed specifically for working MUA's in all sectors. The vastness of their formulas and colour ranges are top tier. 7. Utilize Kit Accessories:Make the most of the compartments and pockets in your IYKO HANA Pro Kit Backpack. Use pouches and dividers to keep things tidy and prevent any spills or damage, If you're like me and prefer to have your kit organised with acrylic pots you can do this too. I get mine from MUJI. Starting the year with a streamlined kit not only makes your routine more efficient but also sparks creativity and focus. Your kit is an extension of you and your hand, embracing a more streamlined and organised kit will set you up for a fresh start to 2025 and represents you as a professional. Let your makeup kit reflect the organized, vibrant energy you want to bring into the new year!By following these tips, you'll be ready to rock 2025 with a kit that's as streamlined and efficient as you are. Happy New Year from all of us at IYKO Professional! To get you off to a GREAT start to the New Year, we are giving you the chance to WIN your very own IYKO HANA Pro Kit Backpack FILLED with products generously gifted by Sculpted by Aimee, Rodial & LH Cosmetics! TO WIN: 1. Follow us on Instagram @iykopro 2. Like our giveaway post and tag your MUA bestie in the comments. 4. Sign up to our mailing list (If you got this post in your inbox you have already done this step! Woo!). Competition will run until 11:59pm on the 11th January to all territories we ship to (UK, USA, Canada, Europe, Australia & UAE excl. any potential custom/duty fees). The winner will be drawn and announced on the 12th January. If the winner hasn't completed all of the terms above to win the draw will be marked as invalid and be redrawn until a winner is drawn that has. GOOD LUCK! Natalie Rose Vella
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Improving the client experience as a makeup artist - IYKO Professional
As a working makeup artist it's very easy to get swept into the art of it all, nose dive into the creativity side and improve our artistry skills, but in this process we can sometimes forget to treat it for what it is... a business.
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