Shoppers Drug Mart is partnering with celebrity and editorial makeup artist Katie Jane Hughes to launch their biggest beauty event of the year: For The Love of Beauty. The campaign encourages customers to experiment with beauty—something that Katie is no stranger to, as seen in the many makeup looks she creates for her celebrity clients including Ashley Graham, Hailey Bieber and Rosie Huntington-Whiteley. Katie is known for incorporating dewy skin and bright, bold eyes in many of her looks. As part of the campaign, Katie will be appearing on Shoppers Drug Mart’s digital Beauty Mingle. This online beauty event is taking place on Shoppers Drug Mart’s Instagram account on September 25 at 1 p.m. We got a chance to chat with Katie ahead of the event! —Noa Nichol
Hello Katie Jane! Please tell us a bit about yourself to start.
I am a celebrity and editorial makeup artist who moonlights as an Instagrammer. I am originally from England, but I currently live in New York.
How did this partnership between yourself and Shoppers Drug Mart come about? What made it a perfect fit for you?
Shoppers Drug Mart reached out to me about their For the Love of Beauty Event and the storytelling element of it made it a very organic fit. I love the idea of encouraging people to try something new and push themselves out of their comfort zone—if you don’t try new things, you don’t know what you like. As a creative, you want to make authentic and organic partnerships with brands and the storytelling of this campaign really spoke to me.
What is the messaging behind the For the Love of Beauty campaign, and how does it tie into your own personal beauty philosophy/experience?
I am always trying to push myself out of my comfort zone and Shoppers Drug Mart’s For the Love of Beauty Event reminds me to do that. I think it’s so important because sometimes, you just get stuck in a bit of a rut. I think that in the same way that our style changes as we evolve as people, our makeup can too.
Tell us about the upcoming digital Beauty Mingle, and your role in it! When and how can we tune in?
The Beauty Mingle is taking place from 1 p.m. to 1:30 p.m. EST on September 25 on the @ShoppersBeauty Instagram account. I will be chatting with Jaclyn Forbes about makeup, my beauty tips and tricks, and encouraging her and the viewers to get outside of their comfort zone.
Beauty is for everyone, and everyone’s definition of beauty is unique. What does beauty mean to you?
For me, beauty is an expression. It is a way to be creative, express yourself and it really all depends on who you want to be that day.