Hello loves, the NEW Topshop Make Up line has arrived! Bold and innovative Topshop Make Up makeup will offer the ultimate cosmetics experience at an affordable price. Staying true the Topshop promise for everyday basics combined with statement pieces, beauty essentials will sit alongside directional colors and formulas to capture and inspire their audience of self-styled tastemakers.

The Concept: ‘From the start we wanted to create a range that would appeal to all yet have the uniqueness the customer expects from Topshop.’ Lizzie Dawson, Topshop Designer Lizzie Dawson and the in-house Topshop design team injected their knowledge of trends, colour and textures into the creation of this unique and fashion-forward beauty range. From the hot spots of London, New York and Tokyo, to the beaches of Rio and the newest of LA hang outs, Topshop cool hunters embarked on a world tour of the hippest neighborhoods for inspiration.

Tapping into a wealth of existing knowledge on the hottest colour trends, the Topshop design team were able to develop a directional and unique way of approaching colour in cosmetics. Drawing from their day-to-day work creating colour palettes for Topshop’s collections, the team applied this knowledge to the fashion-forward colour range of Topshop Make Up. Topshop’s make-up line encapsulates the best the team found on their travels and the full wealth of their experience in colour trends, whilst igniting an ongoing passion to define the beauty zeitgeist.

The Look: The bespoke ‘rough and ready’ packaging balances sophistication with playfulness, resulting in a unique and irreverent style entirely of its own. Cute hand drawn details of spots, stripes and smudges were scribbled using the range’s own kohl pencils and combine with an ultra matt pale grey finish that feels satisfyingly premium. Each item is further housed in a matt black box finished with a quirky naïve illustration of the product within. The packaging and overall look and feel is a product of months of development by Topshop’s in-house graphic design team, led by Sarah Thorne, and reflects the brand’s distinctive personality.

The Campaign: Topshop are delighted to be combining forces with the make-up artist Hannah Murray. Known for her original and fresh approach to beauty, Hannah has stamped her creative mark on the pages of Vogue and Pop and the catwalks of London’s premier fashion houses. Hannah has long had a relationship with Topshop, currently working on both its advertising campaigns and most recently its own catwalk collection ‘Unique’, so she was a clear choice for the project. Her distinctive brand of London cool makes her the perfect ambassador for the range’s truly modern attitude.

The Future: New, trend conscious colours will be injected into the core range throughout the year to ensure the collection offers the latest of the moment shades and textures to create any look. In addition, brave and distinct limited edition capsule ranges will look to surprise and delight with each new season, starting with Summer 2010’s ethereal collection of festival inspired face and lash adornments and make up essentials.