Oksana Grebenyuk: ” TikTok and Instagram Have Become the Main Sources of Inspiration for Makeup Artists”

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According to Google Trends data, there has been a steady increase in interest in the search term “makeup for video” over the past two years. Notable spikes are especially observed during the release of new features in social media platforms related to video content, such as the introduction of new filters or effects. International makeup expert and award-winning artist Oksana Grebenyuk, winner of the ‘International Makeup Championship, Poland’ and ‘International Championship-Hollywood, California, believes that makeup for the camera has become as natural as possible, but with consideration for technical details like lighting, HD formats, and AI processing. According to her, current video formats on social media dictate a new approach to makeup: speed, simplicity, and versatility.

In February of this year, Oksana published a study titled “Current Trends in Makeup for Photoshoots and Video Filming” in the international scientific journal Science Online. The study covered techniques for skin preparation and highlighting facial features, examined products with pigmented and hybrid textures, and also focused on the implementation of AI systems for online makeup try-ons.

In an interview with Fashion Week Daily, Oksana shared her insights on how artificial intelligence and social media are influencing makeup trends, creating unique styles, and changing the approach to photoshoots.
— Oksana, in your research, you mentioned that the development of digital services is changing the approach to makeup for photo and video production. How can technologies like artificial intelligence and augmented reality impact the makeup industry for shoots?

— Modern technologies are indeed changing the approach to creating makeup for shoots. Camera makeup has become highly adaptive, focusing on a natural look while accounting for technical nuances such as lighting, HD formats, and AI processing. Artificial intelligence allows for the development of personalized recommendations for shades and textures based on an analysis of skin tone, facial features, and even lighting.
There are already apps with virtual makeup try-on features using augmented reality (AR), which help makeup artists and clients preview how the look will appear on camera in advance. This saves time on tests and helps to quickly finalize the concept, as well as allowing clients to more confidently choose new looks that might have previously raised doubts. Additionally, AI assists in post-production: algorithms can adjust color balance and skin texture, preserving the natural look.

— In addition to your scientific work, you actively confirm your expertise by winning international makeup competitions such as the “International Championship- Hollywood, California”, and “International Makeup Championship, Poland.” In your opinion, what is important for a makeup artist when working with clients to understand their preferences and create makeup that matches their style and the concept of the shoot?

— When working with clients, the most important thing is communication. I always start with a detailed brief: I find out what format the shoot will be for — photo or video, what kind of lighting is planned, and what style and mood the client wants to convey. It’s helpful to ask for references, as this helps me better understand the client’s visual language. It’s also important to take into account the model’s skin type, face shape, and color tone to ensure the makeup looks harmonious both on camera and in real life. On shoots, I prefer to work in layers so that the makeup is long-lasting while still appearing natural from different light angles.

— You have repeatedly spoken as a speaker at specialized conferences and competitions, including the Beauty Hunter Championship. In your speeches, you often emphasize that beauty professionals need to apply modern technologies and techniques in their work. What innovative products or technologies in the field of makeup for shoots do you consider the most promising?

— Right now, there is a huge breakthrough in long-lasting textures adapted for high resolutions — from 4K and beyond. High-resolution cameras, unfortunately, capture even the smallest details, so the texture of the skin must be flawless. I use lightweight foundations with a “second skin” effect that contain light-reflecting particles, applying them in thin layers with a brush or sponge. Cream textures for blush and contouring work better than powders because they create a natural glow. Setting sprays with moisturizing effects are also very popular, as they prevent dryness and cracks from appearing on camera. The effect of matte, dry, and powdered skin is no longer relevant today. It’s much more interesting to achieve a glow effect without the greasy shine.
Another interesting technology is pigments with a “color memory” effect, which adapt to the skin’s temperature, providing a natural finish. In my opinion, this is something truly amazing for professional makeup artists. Another key product is blurring sprays, which help hide skin texture without overloading it. This way, the skin looks natural, not overdone, while still concealing all imperfections.

— Tell us how TikTok and Instagram influence makeup trends for shoots. Could you share some popular filters and effects that inspire makeup artists to create new looks?

— Undoubtedly, TikTok and Instagram have become the main sources of inspiration for makeup artists. Popular filters with a “glowy skin” effect, soft focus, and pastel tones have directly influenced makeup trends. For example, the “clean girl look” trend, which features minimal makeup with a focus on fresh skin and natural brows, originated on social media. Now, makeup artists often adapt these trends for shoots, creating looks with an inner-glow skin effect and natural textures. Filters with a “soft glam” effect also inspire the use of satin eyeshadows and subtle nude tones.

— As a member of the International Beauty Organization Zola, you participate as a judge in makeup competitions, observing beauty trends. Are you aware of any viral trends that became popular thanks to social media?

— Yes, of course! There are many examples. For instance, the trend for my favorite “cold girl makeup” — pink cheeks, glowing skin, and slightly “frosted” lips — became popular after a TikTok video. Another huge success was the “latte makeup” trend, featuring warm caramel-brown tones on the eyes, cheeks, and lips, creating a sun-kissed look. Another iconic trend is “glass skin,” which focuses on light-reflecting primers, sheer textures, and a dewy glow.

— At KS.Beauty bar studio in Ukraine, you conducted makeup courses for beginners and for advanced training, helping hundreds of specialists master basic and advanced makeup techniques. What advice would you give to aspiring makeup artists who want to work in the field of photo and video shoots?

— First of all, learn how to work with textures and lighting. Makeup that looks perfect in real life may appear completely different on camera under studio lighting. Second, understand color correction and how to choose shades that complement the camera’s white balance. Third, practice on different skin types and face shapes — this will give you speed, flexibility, and confidence in your work. And of course, always have a touch-up kit on hand: blotting papers to remove excess sebum, setting powder, and a setting spray to prolong the makeup’s wear.

In partnership with: APG.

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