The Pink honey times

Our most recent international campaign shoot took us to the dreamy Amalfi Coast, nestled in the heart of Positano. It’s not often that a campaign vision aligns perfectly from the very beginning, but with our Arte Di Lusso brushes, the concept was clear from day one. From the very first sample, I knew I wanted to capture the artistry and luxury behind these brushes through the lens of classic Italy - it just made sense! Inspired by the highest level of craftmanship and elegance, this collection was designed to feel like art in your hands and where better to capture that than Positano?

While the visuals came naturally, the brushes themselves went through months of development and in-house testing. I was committed to getting every detail right, from the exact tone of the handles, to the softness and shape of the bristles, right down to the finish on the ferrule. It wasn’t just about how they looked, it was about how they performed in real, everyday use. As a makeup artist, I know first-hand how essential it is that brushes not only apply product beautifully, but also hold up after regular cleaning. We rejected so many samples due to paint peeling, bristles splaying, ferrules loosening - it just wasn’t good enough. I wanted brushes that would last, feel luxurious in your hand, and stay flawless after every wash.

After months of refining, we finally landed on the perfect set. 16 perfectly curated brushes for eyes and face, made with ultra-soft synthetic bristles to keep them 100% vegan and cruelty-free. This is the brush set I always wished existed and now, we’ve made it real.

We booked a beautiful villa in the hills of Positano and flew out early April 2025. Every angle of the villa was picture perfect, I just knew the campaign shots were going to be everything I envisioned. Moments like this still feel surreal. I feel incredibly grateful to be in a position where we can create on this level. It’s not lost on me how far we’vecome, from doing every single shoot in-house, using our phone cameras, makeshift backdrops, and my makeup-artist ring light because we simply didn't have the budget for anything else. No photographer, no studio, no big team - just us, doing what we could with what we had.

To now be here, building something so much bigger than we ever imagined, it’s overwhelming in the very best way. Positano wasn’t just a backdrop for a campaign, it was a reminder that what once felt out of reach was now all part of our creative process.

The stages of product development