Following the successful launch of Hindash Cosmetics and his Beautopsy gradient palette earlier this year, Dubai-based celebrity makeup artist and entrepreneur, Mohammed Hindash has revealed the second product to join the brand, an ultra-black eyeliner.
Speaking exclusively to Vogue Arabia, Hindash said that the new Heroline Eyeliner is something he’s been planning for a long time. “It was very important for me to create an eyeliner – it’s actually what everyone expected the first release to be, because of my art background. I started off drawing eyes using ink, and it’s always been my medium of choice,” he shares.
“Being an eye-focused brand, and Middle Eastern, I’ve taken somewhat of a traditional approach, but in a contemporary way. I wanted my own eyeliner to be very luxurious, high performance, completely vegan – then bringing together all of these elements and modernizing them. Obviously it has to be very easy to use, so we’ve given it this luxurious casing that also acts a grip. In addition, it has a fine brush tip so you can get incredible precision, it has 24-hour wear, and is also heat and humidity resistant.”
When it comes to using the Heroline, Hindash suggests creating precise fine lines by holding the brush tip pen upright and applying jut the tip. For a classic flick, press the brush tip on its side along the lash line for an easy cat’s eye wing. Having previously worked with Naomi Campbell, Chanel Iman, Lindsay Lohan, and Jessica Kahawaty, the artist is no stranger to creating the perfect catseye flick, and says that the new Heroline is made for both clean and sharp editorial looks, or to enhance a smoky night out eye.
The makeup artist says that he designed the Heroline liner to compliment looks from his previous palette launch, even for women who are more used to wearing eyeliner solo. “Using Heroline alongside the Beautopsy palette really completes the look and adds that intensity, framing the eyes,” points out Hindash. “You can get very creative with how far you want to take your look.”
Heroline (US$23) retails exclusively at hindash.com