BRAND BOOK

www.makeupforever.be
info@makeupforever.be

DANY SANZ

Creator and Artistic Director

unleashes creativity

astery

Nothing sums up better the philosophy of MAKE UP FOR EVER - a remarkably

unique and peerless brand. Its founder Dany Sanz has always believed that
technique must first be conquered before leaving free rein to creativity. And that
academic knowledge must be honed before pushing the limits of ones art.
Dany Sanz has respected this approach throughout her artistic career and has
incorporated it into the development of her makeup brand.
At MAKE UP FOR EVER, education plays a central role. In addition to offering
professionals and women from around the world product with ever-expanding
possibilities, the brand has the ambition to share its knowledge and passion with the
general public and to bring progress to the world of makeup.
Today, MAKE UP FOR EVER wants to pass down its history. A history made of
encounters and opportunities, of victories already won and challenges to come.
This book recounts the uncommon trajectory of a brand that has become an international success.

03

DANY SANZ:
A VISIONARY
ARTIST

FROM FINE ARTS

TO THE ART
OF BEAUTY
This is an extraordinary story. The story of an
artist with a unique background and overflowing creativity. Passionate about drawing,
Dany Sanz decided to pursue the study of
fine arts. She became familiar with academic
techniques that quickly helped her become an
accomplished artist. She discovered painting,
tried sculpture and fell in love with the work of
great photographers. She worked with colors
and played with shapes, light and shadows.

07

Dany Sanz increasingly asserted technical

skills pushed her to attempt experiments, developing new facets to her art. This is how she
made a defining discovery in her life as a young
artist: the world of performing arts. Dany Sanz
created a set for a play that was so popular with
the actors that they asked her to paint their
faces. Her work elicited the theater companys
enthusiasm and the admiration of makeup
artists. Very quickly, she was no longer content
with just faces: she began painting on bodies,
composing living, animated works of art on
the actors skin. Body Art, which she refers to
as painting in motion, was a real revelation.
By using her paint brushes and academic technique in a very different way, she discovered an
entire range of new emotions and characters.
What she saw was infinite, unchartered space,
a new canvas of expression. Dany Sanz became
a makeup artist.

When the actors came to

ask me to paint on their
bodies, I had no idea that
my artistry would under
go such a transforma
tion. The minute I saw my
models metamorphosing
into living works of art,
I knew that the skin and
not canvas would be my
most beautiful means of
expression.
Dany Sanz

10

THE CREATIVE
EFFERVESCENCE
OF THE 1980s
Towards the end of the 1970s, artistic life
was a bubbling cauldron of the innovation and
eccentricity that marked the 1980s. New musical
and artistic trends streaming from Studio 54,
the legendary nightclub in New York, ushered
in a decade full of flamboyance. Madonna was
at the head of best-selling female rock artists,
Cindy Sherman upset established tradition of
tasteful art with her self-portraits and Cindy
Lauper launched a hymn to girls who just want
to have fun. Just like Dany Sanz, they formed a
generation of extroverted and passionate female
entrepreneurs.

We were all pushed towards extremes. Everything

was permeated by a mysterious ambiguity, every
thing was allowed; we were infused with freedom
and from this unleashing of creativity were born ar
tistic movements that have not yet found their equal.

Dany Sanz blossomed in the multi-colored

whirlwind of Parisian nights. Every night
brought a spectacle, a stage show full of lights.
Every night out on the town was a possibility of
extraordinary, inspiring encounters.

Dany Sanz devoted all her talent and energy

to creating increasingly more creative and
ambitious shows. She made her name on the
international arts scene.

13

At the time, Dany Sanz worked as a professor in the largest makeup school of Europe.
Surrounded by artists, friends and students, she
formed what she calls her tribe, and with them
she experimented and perfected new makeup
techniques. She practiced her art in the opera,
the cabaret and on the catwalks of French fashion.

1984
THE FOUNDING
YEAR
Dany Sanzs tribe had grown. The artists
and makeup artists she had met and trained
were now exercising their passion in the four
corners of the world. Far from their master,
they struggled to find the necessary products
for the makeup techniques she taught them.
They lacked the colors, textures and materials
that could spur their creativity. They called on
her expertise.

I knew the extreme working conditions of makeup

professionals and I knew how to translate them into
useful products.

In 1984, encouraged and accompanied by her

partner Jacques Waneph (whose son Sylvain
Waneph became part of the adventure soon
after), Dany Sanz decided to create her own
brand. MAKE UP FOR EVER allowed her to
create the products that she and her tribe had
forever dreamed of. This was her way to offer
the world of makeup a new palette of infinite
possibilities.

From the start, Dany Sanz understood that

MAKE UP FOR EVER would be the adventure
of her life. That is the meaning behind
FOR EVER: the ultimate commitment for
her, for her peers and for her tribe.

15

MAKE UP FOR EVER became an instant

revolution in the world of makeup. Dany Sanz
created innovative products, vibrantly colored
paints and pigments with truly superior,
unequaled purity.

FOR PROS
FOR YOU
FOR EVER

From the world of professionals to a wider

audience of everyday consumers: MAKE UP
FOR EVER offers its professional know-how
to women around the world.
Because life is a stage and everyday
women are just as demanding as show business professionals!

18

DANYS
LAB

Located at 5 rue La Botie in Paris, Danys Lab is

a place laden in MAKE UP FOR EVER history.
It was at this address that Dany Sanz made her
first products in the mid 1980s.
We made the products in the evening and sold them
in the morning. We melted lipsticks in doll-sized
pots. I love this place because it brings everything
together: manufacturing, design, artisanship and the
visible results. It reflects humanity that is light years
away from the clinical chill of large laboratories.

Today, the heart of MAKE UP FOR EVER

continues to beat at this same address. In the
backroom, the brand unleashes all its creative
rigor: products are designed, created and tested
before being developed.
Both a historical flagship and a place of creativity,
5 rue La Botie is the perfect personification of
the MAKE UP FOR EVER spirit. A brand with
a human, artistic and artisanal dimension on the
one hand, but firmly turned towards innovation
and performance on the other.

22

ARTIST
SHADOW
A palette
rich
in colors
To start, MAKE UP FOR EVER created an
extensive range of 100 eye shadows. Artisanally pressed, the eye shadows provide beauty
professionals with a multitude of possibilities,
a nearly endless selection of colors. With this
collection, the brand made a grand entrance
into the world of makeup.
Nobody before had come up with such a makeup
offer. Suddenly, there they were: 100 eyeshadows,
innovative powders, new lipstick palettes, false
eyelashes, professional brushes and even makeup
bags and cases for carrying them around because
all artists are always on the go
5 rue La Botie has since become the go-to
address for makeup artists. The continually
expanding collections of MAKE UP FOR EVER
-210 eye shadows today- have become a reference
for all makeup artists and also for all women.

26

RISING TO
ALL
CHALLENGES
Performing arts professionals cannot remain
content with what is available: they need
increasingly more innovative, constantly
reinvented products. The 76 references of
MAKE UP FOR EVER brushes is a perfect
testament to the brands capacity to adapt to
all situations and to meet every need.
A new lipstick for a movie or a play, false eyelashes for a fashion show, a foundation that
lasts throughout hours of uninterrupted dance
rehearsals, extra-fine finishing powders for
television Each type of entertainment has
its challenge!

28

AQUA
Waterproof
color
In the 90s, the discovery of water resistant
oil paint led the way in all efforts to develop
waterproof makeup products. Professionals
expressed the importance of having a range of
high-performance products that would meet
extreme requirements.
In response, MAKE UP FOR EVER created a
range of long-lasting waterproof makeup.
While AQUA was quickly adopted by artists, it
was also met with great enthusiasm by women
looking for bold, long-lasting makeup results.
Offering products for the eyes, lips and cheeks,
this versatile and easy to use range allowed
each client to express her individual style.
Today, the AQUA range continues to grow
with more effective and perpetually more
color-packed products!

31

CUSTOMIZED
SOLUTIONS
FOR
PROFES
SIONALS
MAKE UP FOR EVER has always worked
not only for, but also with professionals.
Strong bonds have been forged over the years,
with loyal partners from the world of theater,
television, film and fashion.
These partnerships allow the brand to stay on
the cutting edge of technological and artistic
advances. By taking advantage of many different types of expertise (from makeup artists
to chemists, not forgetting instructors and
trainers), MAKE UP FOR EVER consistently
adapts its approach to the needs of professionals, meeting all their demands and fulfilling
all their wants and needs.

LIFE IS
A STAGE
The stage is only a step away from the stage set
of everyday life and an act from the roles we
play on a daily basis.
The nearly infinite MAKE UP FOR EVER
product offer was specially created to ensure
that women find the inspiration that will make
them want to transform and enhance their
beauty. From a makeup case brimming with
possibilities, they can choose different textures
and finishes, bright or blending shades of
color, glitter, crystals and false eyelashes.

35

Thanks to the media who showed celebrities wea

ring makeup creations by MAKE UP FOR EVER,
women took an interest in us. They were seduced
by our differentiating message and wanted to
know more. We were able to create a trusting
relationship with them. Adapting to different skin
types and playing with daylight are challenges that
our makeup artists are capable of meeting. We are
proud of this success. Our eclectic profession is
continually changing along with womens wishes
and desires.

Over time, the stage and the

audience may evolve, but
our quality and high stan
dards remain intact.
Dany Sanz

36

37

HD
Focus
on
skin tone
expertise
The constant innovation of camera techniques
and the use of new high-definition film make
the smallest details plainly visible. Given
these developments, MAKE UP FOR EVER
brought to light another shining example of its
knowledge and complexion makeup expertise
by introducing the HD range.
Thanks to cutting edge formulas with undetectable coverage onscreen, this range helps meet
the demands of professional makeup artists
working in film and television.
Multiple tests in collaboration with head
cameramen and cinema makeup artists helped
ensure the new formulas could withstand the
scrutiny of the HD camera.
The HD range was introduced in 2008.
Comprised of a foundation with an ultrafine
texture and a universal finishing powder with
an invisible finish, the range quickly added
corrective primers, concealers and cream
blush to reach the heights of absolute skin
perfection. All of the HD products even out
the complexion with invisible coverage.
Undetectable in any light, the wide selection
of shades create a professional radiance on all
types of skin and complexion.
These products have become an everyday
tool among women on a quest for luminous
makeup with a natural finish.

38

ROUGE
ARTIST
The art of
color
ROUGE ARTIST NATURAL and ROUGE
ARTIST INTENSE form a rich range consisting
of 100 radiant shades. Inspired by ultra-pigmented paint colors, these collections of pearlescent, satiny, matte, iridescent, and diamond
lipsticks have found their place in both actors
dressing rooms and womens purses.
Women have been transformed into fearless
artists daring to play the part of seductress in
the art of lip design.

41

MAKE UP FOR EVER

AROUND THE WORLD

MAKE UP FOR EVER has 2,200 points of sale that

have brought the brand to the international scene on
five continents.
Exuding busy creative ingenuity, as if in preparation
for an amazing show, they are the meeting places for
makeup professionals, artists and women. All receive
personalized advice from MAKE UP FOR EVER
makeup artists with the same measure of passion
and know-how.

42

ALGERIA
AUSTRALIA
AUSTRIA
BAHRAIN
BELGIUM
BRAZIL
CANADA
CHINA
CZECH REPUBLIQUE
DENMARK
EGYPT
FINLAND
FRANCE
GERMANY
GREECE

GUADELOUPE
GUYANE
HONG KONG
INDIA
INDONESIA
IRAN
IRELAND
ITALY
JAPAN
JORDAN
KUWAIT
LATVIA
LEBANON
LITHUANIA
MALAYSIA

43

MARTINIQUE
MEXICO
MACAU
MOROCCO
NORWAY
PHILIPPINES
POLAND
PORTUGAL
QATAR
ROMANIA
RUSSIA
SAUDI ARABIA
SINGAPORE
SOUTH AFRICA
SOUTH KOREA

SPAIN
SWEDEN
SWITZERLAND
TAIWAN
THAILAND
TUNISIA
TURKEY
UAE
UK
UKRAINE
US
VIETNAM

OUR
MISSION:
SHARING
A passion

In-house
TRAINING
Education has played an integral role since the beginnings of MAKE UP FOR EVER. Merging
talent, promoting communication, and passing down knowledge are all aspects at the heart of
the brands mission.
Training is founded on discipline, high standards and technical sophistication. Our philosophy of
exchanging and passing down knowledge is based on a conviction that creativity means nothing
without technique.
Create-Educate-Elevate: a way to express the idea that without skill, without fundamental
technique, an artist cannot develop his or her talent.

MAKE UP FOR EVER has a team of instructors in charge of training all the brands makeup
artists and sales representatives in makeup
fundamentals.
The instructors travel the world to demonstrate
brand-specific routines, teach the mastery of
its products, sales techniques and philosophy.
This continued training helps artists progress
in their craft, thanks to dedicated training
tools and seminars. Five certificates validate
the different steps in optimizing knowledge.

Within the MAKE UP FOR EVER inhouse training network, emulation replaces competition
and mutual assistance surpasses hierarchical
order. The members of the tribe share the same
passion, the same values. In order to progress,
they hold themselves to the highest of standards
and constantly strive to improve.
It is in this spirit that the brand has opened the
MAKE UP FOR EVER ACADEMY, providing
training to professional makeup artists.

46

THE MAKE UP
FOR EVER
ACADEMY
A revelation intended to train new talent, the
MAKE UP FOR EVER ACADEMY offers
the most complete professional makeup training. Each year in Paris, it welcomes students
with an international profile and an interest
in arts.
Whether film, television, beauty, fashion,
special effects or body painting, students find
themselves among other enthusiasts learning
basic techniques and pushing the limits
of makeup. Modern methods and specific
programs teach students about all facets of
their profession. The professors dispense
their knowledge with generosity, encouraging
tenacity and help to ensure students surpass
their creative potential.
The program combines practice with theory.
Professional internships provide students
with the opportunity to train in real-life situations, and to be immediately operational
as soon as they leave the academy.
In 2002, the first MAKE UP FOR EVER
ACADEMY opened its doors in Paris. Other
centers were established around the world,
all based on the same philosophy: learning
to excel.

BRUSSELS
HELSINKI
PARIS
NEW YORK
NICE
SHANGHAI
SEOUL
SINGAPORE
Open for more than a decade, the MAKE UP
FOR EVER ACADEMY has trained recognized talents that now help assist in the brands
international reach.

expertise c r e at e

educate
passion elevate
tolerance
VISIONARY ARTISAN
professional performance

ECLECTIC AND UNIVERSAL

for pros excellence
for you
for ever

PASS ON

ARTISTRY

INTEGRITY TENACITY GENEROSITY

respect

inno v ation
life is a stage

tribe spirit BENEVOLENCE

51

Paris, 2014
P.02/ Photographer: Laurence Laborie
P.05/ Photographer: Eric Sauvage
P.11/ Make up Artist: Makka Elonheimo /
Photographer: Laurence Laborie
P.12/ Make Up Artist: Loriane Leger /
Photographer: Laurence Laborie
P.17/18/ Photographer: Eric Sauvage
P.19/20/21/ Make Up Artist: Dany Sanz /
Photographer: Laurence Laborie /
Model: Chin (WM)
P.22/ Photographer: Clovis Lalanne
P.23/24/25/26/27/29/ Photographer: Eric Sauvage
P.30/ Photographer: Richard Bush /
Model: Ella KANDYBA (Next)
P.32/33/ Photographer: Mina Angela
P.34/ Photographer: Laurence Laborie /
Model: Edyta ZAJAC (CRYSTAL)
P.37/ Photographer: Clovis Lalanne /
Model: Kimberley (CRYSTAL)
P.38/ Photographer: Eric Sauvage
P.40/ Photographer: Laurence Laborie /
Model: Fatoumata (VIP Models)
P.41/45/ Photographer: Eric Sauvage
P.46/48/ Photographer: Clovis Lalanne

MAKE UP FOR EVER BELGIUM

Mont des Arts 18,19 Kunstberg 1 0 0 0 B R U S S E L S
www.makeupforever.be

info@makeupforever.be