Exclusive: Yadim is the new global makeup artist for Maybelline New York
Maybelline New York has been full of big news lately: first came the announcement that British model Jourdan Dunn is its new global face, and now 30-year-old Yadim has been tapped to be the brand’s new global makeup artist, replacing Charlotte Willer. Now based in New York, San Diego-raised Yadim grew up hanging out with club kids and drag queens in downtown L.A. He’s brought his creative sensibility to ad campaigns for Balmain (with a glowing Rihanna), H&M (featuring a wave-splashed Gisele) and the Gap (the much-discussed shot of Waris Ahluwalia and Quentin Jones), as well as runway shows such as Emilio Pucci, DKNY and Haider Ackermann, and editorial shoots with Miley Cyrus and Lady Gaga.
Yadim got his start assisting backstage heavyweights Diane Kendal and Pat McGrath, but while he loves high-fashion fantasy—he helped McGrath create memorably theatrical looks for John Galliano-helmed Dior shows—he’s just as interested in how we use makeup every day to express our individuality. “When you talk about makeup, you can talk about trends all you want, but women want to adapt it to themselves,” he said, when we chatted with him during New York Fashion Week in February. “They want it to feel personal.”