After weeks of teasing on his social channels with stunning campaign images – but no product reveal! – celebrity makeup artist-turned global beauty guru Hindash has announced the first launch for Hindash Cosmetics, the Beautopsy Pressed Pigment Palette.
Known for his flawless eye looks and easy-to-follow tutorials as the first male makeup artist in the GCC to launch a social media channel, it was perfect synergy for Hindash to launch his own palette, designed for unrestricted use across the entire face. “I wanted Beautopsy to inspire people, and spark their creativity and love for makeup and beauty,” Hindash tells Vogue Arabia.
With supermodel Naomi Campbell, actor Lindsay Lohan, model Chanel Iman, and Vogue Arabia’s January 2021 cover star, Mona Zaki, among his clients, the social media star (full name, Mohammed Hindash) calls the launch “a palette for everyone”. The 31-year-old Jordanian says he was inspired by how people use makeup both in and out of the studio. “I didn’t want the palette to cater to one audience, like the pro makeup artists, but to be able to travel well and be used by anyone.” Tailored to Hindash’s exact specifications, the sleek and slim Beautopsy palette contains six pans of unique gradient shades, giving users complete flexibility to swipe and blend pigments across both the eyes and the face for complete looks. “All the colors are designed to blend into each other seamlessly and give you a completely customizable experience,” he explains.
Ahead of Hindash’s product reveal on his social media channels, the Dubai-based makeup artist met with Vogue Arabia’s Beauty Editor to exclusively talk through his concept, and why you don’t need to be a professional makeup artist to create your own masterpiece.
Vogue Arabia: Why have you chosen to launch Hindash Beauty with a palette?
Hindash: “My passion with art and beauty has always revolved around eyes (and faces). I can sit and draw eyes all day, and it would be completely therapeutic for me. When I shifted from art to beauty, that was one element that remained very familiar to me. Beautopsy is both an eyeshadow and a face palette, because I wanted it to be truly versatile and universal.”
Explain the formula.
“It’s a vegan, pressed pigment formula which means the powders are very concentrated, but not messy. Because of how the gradient shades are pressed (each shade had to be pressed differently, to give off a completely different color payoff) – some shades are sheer to buildable – the red in LOVE + KILLS, for example – because I wanted the powders to blend for you. I wanted a formula that was so effortless that you can easily build up on, and that’s my philosophy when it comes to art and beauty, work in thin layers and build up!
What’s your inspiration behind the ombre-style shades?
“I was definitely inspired by my painter’s palette. Art is a huge part of my life, I drew before I could speak! I was also painting professionally for 10 years. Paint is such a familiar, comforting medium to me and I really wanted to conceptualize a painting palette and turn it into a cosmetic product and a work of art. I kept thinking about how I could create a multi-use powder product that had pans big enough to dip blush brushes into, as well as eyeshadow brushes, without the entire palette being huge. I didn’t want the product to only appeal to pro makeup artists and scare away the everyday makeup consumer. I kept thinking of how the colors would look like next to each other on my wrist, because that’s where I test and swatch eyeshadows. Then I realized that when I swatch a shadow, I go from one edge to another, as the shadow meets in the middle to create the perfect swatch. That’s when I got the idea of having two colors on each end, meeting in the middle and creating a seamless gradient. Beautopsy is definitely my masterpiece!”
How long did it take you to develop the palette?
“I started conceptualizing my brand in 2018 and working on the colors I would include in my first potential product which would be multi-use. So two years working on the colors, and another two developing the formula and perfecting the technology behind it. Lockdown definitely affected everything! What was meant to be a nine or 12 month project stretched out to two years. The most difficult part was finalizing the shades of the palette, as I meant to be there in the factory hand-mixing the colors to get exactly what I wanted.”
How do you use Beautopsy?
Beautopsy can be used as eyeshadow, blush, bronzer, contour, highlight. You can fill your brows and do your liner! I’ve worked on colors that would enhance and amplify all skin tones, and that was extremely important to me. The powders have almost a soft focus finish, that diffuse and blend into one another. They almost go on like a second skin and build up in intensity. It was important that the colors didn’t have an extreme payoff from the get-go, letting even the least experienced makeup consumer blend the colors with ease. In my YouTube reveal video, I talk and show some of the color combinations and possibilities that can be achieved with the shades. For example, FEEL+REAL gave me around 10 different color combinations that range from a warm brown, neutral, taupe, to pure gray. It’s incredible and it really excites me!
What was your favorite part of making this all happen?
My favorite thing was working on the entire creative process of the campaign to reflect what I created with Beautopsy. And working with my team (my brother Abdulla and my cousin Noora) has been such a dream because not only are they my family, but they are my best friends. It was so important for me to have that support system, now more than ever with how everyone’s lives have shifted since the pandemic. We worked so hard on making this dream come true, and being able to share it with everyone is something I can’t really describe or explain!
The Beautopsy Pressed Pigment Palette by Hindash Cosmetics, US$70, has launched exclusively on hindash.com.