Putting the art in makeup artistry is what keeps the passion for cosmetics alive. MAKE UP FOR EVER, which celebrates four decades in the industry this year, is a powerful embodiment of that statement. Acquired by LVMH in 1999 and the longest-standing exclusive makeup brand at Sephora North America, today the company earned €500 million ($544 million) in retail sales annually in 2023, according to industry estimates. Much like art, it has also evolved with the times.The brand was founded in 1984 by working makeup artist Dany Sanz (who has a background in fine arts) in order to push shade inclusivity and creativity in the market. “Products are serious, but makeup remains a game. I wanted to create a universe of freedom by imagining infinite colors with high technology with simple products for an ultra-long-lasting result. I wanted makeup to become a source of inspiration, a real field of possibilities,” she has stated. That inspiration and those possibilities still continue to hold weight today.Early on InnovationMAKE UP FOR EVER walks the line between professional and consumer makeup with incredible ease, offering products that are just as easily found on set as in a commuter’s handbag. Take for example the HD Skin Face Essentials Palette, a cream product with 12 multiuse shades to customize foundation, concealer, bronzer, blush, contour, and highlighter shades in one, available in three shade options covering the most light and deepest of skin tones.