Barry M has tapped make-up ‘illusionist’ Romaine-Jade Tulloch, aka @cakfacerj, as its latest brand ambassador.
The Nottinghamshire, UK, beauty artist found fame for her ability to create intrinsically complex make-up looks, optical illusions, using her face as a canvas, and ability to change herself into the likes of Oprah Winfrey and Eddie Murphy.
To date, she has 444,000 followers on her Instagram and has worked with the likes of Revolution Beauty, Maven Beauty and Scentbird.
In her partnership with Barry M, Tulloch will be responsible for creating beauty looks for the brand’s campaigns, taking part in social media content and collaborating with the colour brand on new product launches and shade ranges.
“I use the same products that I use for my day-to-day make-up to create my illusions and Barry M products have always been an essential in my kit since I started my creative make-up looks,” said the Instagram sensation.
“The brand has such a diverse range of on-trend and affordable products and I love that the brand is committed to being 100% cruelty-free and vegan, and are continually trying to make a difference to the world.
“I’m proud to be Barry M’s ambassador and I’m so excited for the journey ahead.”
Barry M is no stranger to a celebrity tie-up; in March last year the group signed Towie's Pete Wicks to front the brand's Wildlife campaign in with its charity partner the David Shepherd Wildlife Foundation, and teamed up with its in-house MUA, Anna Lingis, a month later to develop her own line.
To mark her new role, Tulloch created a beauty look inspired by Barry M, featuring signature Barry M products and an internet mouse cursor giving a nod to buying products online.