In a world of Facetune beauty and algorithmic sameness, world-famous MUA Lucia Pica offers a wholly different perspective. ‘I’m really instinctive,’ says Byredo’s new creative image and make-up partner. ‘I don’t do trends, I respond to my internal world and to my emotions.’
It’s fitting, then, that the Italian-born creative has partnered with Byredo and its founder, Ben Gorham. Renowned for his ability to translate memories and emotions into unique, hard-to-pin-down yet utterly familiar smells, he quickly found common ground with Pica.
