How digital gave Make Up For Ever a voice to reach new customers

Make Up For Ever was founded 30 years ago as a beauty line built for professional artists, with products including high-performance matte foundation and rich eyeshadow colors. Thanks to digital tools like online tutorials and social media, the brand was able to expand its offerings to the regular, beauty-obsessed consumers who want the same quality as the artists. “What works for the pros should work for the general public. Beauty consumers are so savvy, and technically advanced these days,” said Laure de Metz, Make Up For Ever’s general manager. LVMH, the brand’s parent, credits the company for driving its cosmetics division by 26 percent in 2015.