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Byredo Debuts Lucia Pica as Creative Image and Makeup Partner

In late May, with the fashion industry in New York , a news alert sparked a collective shock over Manhattan’s oatmeal cappuccino: Byredo, the Scandinavian-inspired fragrance brand turned beauty and lifestyle powerhouse, has reportedly been snatched by Spanish luxury goods Group Puig acquired for $1 billion. The scale of the deal transcended the industry and resonated among fans of the unisex brand founded by Ben Gorham 058 by smell Link emotion to memory. The conversation turned to Gorham’s ambitions and how Byredo is now a major player in luxury beauty. But anyone paying attention could connect the dots a few months ago. In March, Byredo announced that it had signed Naples-born makeup artist Lucia Pica as its new creative image and makeup partner.

Pica isn’t necessarily looking for a new job when Gorham slips into her DM. A mutual friend told him that her six-year tenure as global makeup and color creative director at Chanel had recently ended, and that she agreed to meet Gorham in Paris when Pica was considering a small collaboration. But Gorham wasn’t alone when she arrived at Café de la Mairie. Knowing Pica’s beauty sincerity – chief among them bringing a cool element to one of the world’s most prestigious heritage brands (cosmetics experts will recall Pica’s first collection for Chanel, Le Rouge Collection No. . 1, which reinterprets red eyeshadow)—he thinks it’s okay to have another view. “I brought my oldest daughter with me to fashion week,” Gorham recalls with a smile. “I asked her later, ‘What do you think?'” “She has really good energy,” his daughter replied. “I think you guys will work well together.”

This month, Byredo revealed its first release with Pica: a – A range of liquid lipsticks in shades of nudity. “Softer colors always inspire me,” she says of the high-gloss and creamy-textured vinyl sheen, describing a mental mood board that includes Rodin watercolors, rust-colored Roscos, and photos by Cy Twombly Full of soft, polished peach and brick reds. This is in stark contrast to the campaign that pushed Byredo into the makeup stratosphere

different visual directions , with a CGI generated robot, above Covered with a splash of saturated acid bright paint.

Image may contain Cosmetics and Lipstick

Image may contain Cosmetics and LipstickImage may contain Cosmetics and Lipstick

Photo: Courtesy of Byredo

Image may contain Cosmetics and Lipstick

Image may contain Cosmetics and Lipstick

blurred lines Mark Rothko’s reference shade painting.

From left to right: Mark Rothko,

Pink on Red , C. 058, tempera on paper, mounted on board, surrounded by acrylic paint. Bridgeman Pictures, © 0922 Kate Rothko Prizel and Christopher Rothko/ARS, New York. Mark Rothko, Untitled

, 0922, oil on canvas. Bridgeman Pictures, © 96 Kate Rothko Prizel and Christopher Rothko/ARS, New York. Mark Rothko, Untitled, Red

, C. 0922, oiled canvas. Bridgeman Pictures, © 96 Kate Rothko Prizel and Christopher Rothko/ARS, New York.

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“My first thought about makeup was to break the mold,” Gorham says of his initial relationship with disruptive makeup artist Isamaya Ffrench. But while Ffrench encourages self-expression by experimenting with color bars in metallic greens and shimmering purple shades, Pica has captured the core sensibility of some of Byredo’s first fragrances. They have the kind of intimacy she sees in makeup, too. “Simplicity can be very striking, even confrontational, in a very refined and elegant way,” she says, hinting at the nuances she plans to apply to upcoming complexion products and showing off her favorite liquid Lipstick shade: A sheer gloss called Fantôme can also be worn on the eyes. As a surprising makeup statement from her first campaign, it’s an amazing toned cleanser. Pica said, “This is a new beginning.”

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