Make-up artist and beauty founder Mally Roncal is welcoming a new era of beauty that sidesteps the ‘no make-up make-up’ trend.
The brand’s new ‘Maxed-up Makeup’ mantra is encouraging consumers to wear full glam make-up – whatever the situation.
As part of a new campaign, ‘Life is Better with Makeup’, women are depicted at a spin class, stuck in traffic and even giving birth in a full face of make-up.
Mally Beauty said that initiative is intended to give consumers confidence, lift their mood and can be seen as a form of self-care.
On the back of the introduction, Roncal has released its new limited edition Maxed-Up Makeup Kit.
Complete with six of the brand’s best-selling products, its Poreless Face Defender, The Plush Pen Concealer, Evercolor Shadow Stick and More is More Mascara, the product retails for US$95.
It’s Mally’s world
Speaking exclusively to Cosmetics Business, Roncal said that she wanted to “give more love out” to consumers with her beauty brand.
Her brand was also the only other brand, aside from Color Evolution, to bag a collaboration with drag icon RuPaul.
And it’s her passion for drag culture that has influenced her career.
“Drag is one of the reasons I got into beauty,” she tells Cosmetics Business.
“I’ve always been a fan of beauty, and I often joke that I was born with a mascara wand in my hand, but I’m enamoured with drag.
“The tips and tricks that they [drag queens] do, make-up artists have always done. It can be brought into the everyday by just softening the look.”