TFW backstage beauty: Ponytails and eyelashes get ’60s volume at Joe Fresh

Photography by Jenna Marie Wakani
Photography by Jenna Marie Wakani

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The Joe Fresh girl is always pretty, in a never-ambitious and always-achievable sort of way. After all, when your product is sold at grocery stores across the country, it’s best to avoid making a statement with a bleached eyebrow or dreadlocked hair. But that’s not to say Joe Fresh has to be completely vanilla: the beauty inspiration for their Fall 2012 show was Blow-Up, a sultry, swinging film from the ‘60s.

For Grace Lee, lead makeup artist for Maybelline New York Canada, the ‘60s style translated into a look that was all about the lashes. “Joe’s not about creating excess,” she said when asked if false lashes would be used. Instead, three different Maybelline mascaras were applied to ensure full coverage, volume, and length. “It’s up to my team to get every single lash possible, in every corner. The girls are not even going to know they had these lashes to begin with!” A bit of smoky eyeliner was also used to accentuate the density of the lashline, but the rest of the eye was bare. Lee did, however, apply a hand-blended highlighter to the face, made by mixing Maybelline Baby Lips lip balm with Eye Studio Color Tattoo 24Hr Cream Gel Shadow in “Too Cool”—a concoction we totally dig.

And speaking of things we dig: the hair! Redken artist Jorge Joao created a ‘60s-inspired style with movement and texture that was still a look “you could see on the street.” After securing a low ponytail with hair from the base of the neck, the rest of the hair was heavily backcombed to give a huge pop of volume on top. The ears were kept covered—another ‘60s reference—and the ponytail tie was wrapped with hair to finish off the look.