@theartistedit is the go-to Instagram account for aspiring professionals
To Katrina Wrobel, beauty means “style and individuality. I really think that is everything.” A freelance make-up artist of 11 years living in Vancouver, Katrina kicked off her career at a local Clinique counter. Rapidly realising how at home she felt in the world of beauty, Katrina enrolled at Canada’s prestigious Blanche Macdonald Centre for their Global Make-up Artistry programme and soon after got a job at MAC Cosmetics: “I spent almost six years working at MAC learning as much as I could. It was an amazing place to practice my artistry.”
In 2015, Katrina co-founded The Artistry Collective – a team of experienced make-up artists and hair stylists working in and around Vancouver, who specialise in bridal, beauty and fashion. After a couple of years on the road as a freelance make-up artist, Katrina decided to set up a dedicated beauty Instagram account so that she could connect to, and create a dialogue with like-minded artists, recreating that critical sense of creative collaboration that she missed from her time working at MAC. Fast-forward to now, and The Artist Edit has racked up over 100k followers and is heralded as the go-to space for bold make-up references and unexpected inspiration, unique tips, tricks and informative how-tos. With lots of exciting projects in the pipeline, you’re not already doing so, give it a follow now.
What’s the story behind The Artist Edit?
Katrina Wrobel: In my day-to-day life, I freelance and very rarely get to interact with other make-up artists which I missed so greatly from my time working at MAC. I wanted a place where like-minded artists could gain inspiration and showcase creativity and talent. I found myself searching Instagram for hours to find make-up references for mood boards I would be putting together for photo shoots, there was just no one place that was easily accessible with these looks compiled together. I get inspired by the artists I post about and interact with and constantly use the page as a resource for my job. It's been two years now and it's grown so far beyond my expectation.
Who do you post for?
Katrina Wrobel: I think anyone who loves make-up can appreciate the content on The Artist Edit. Months ago, I put up a poll asking how many of my followers were working make-up artists and over half of the people who responded were. My Insta-stories and live videos are from my point of view so tend to be a bit more geared towards make-up artists, answering questions about products in my kit and how things translate on camera.
How would you describe your overall aesthetic?
Katrina Wrobel: For make-up I'm all over the map. I'm mostly drawn to creating perfected skin and brows. However, I absolutely love all things glittery, glossy and smokey which is definitely reflected in my Instagram feed.
What’s your earliest beauty related memory?
Katrina Wrobel: Halloween. My family would (and still does) go all out for Halloween. I remember my mom would always wear green glitter on her cheeks and black lipstick for her witch costume, every year. I was in love with Michelle Pfeiffer as Catwoman, that black smokey eye and red lip combo still hold up. Make-up was all about dressing up and having fun and I still have that philosophy with me today.
Why is there such an appetite for beauty related content on Instagram?
Katrina Wrobel: That's a tough question. I think because it's such a great expression of individuality. It's art, it's transformative and it's attainable.
Why do you think everyone so obsessed with make-up tutorials in particular?
Katrina Wrobel: People just love how-to videos regardless of what they are about. There's something so oddly satisfying about watching a person create something out of nothing.
How has social media revolutionised our perception of beauty?
Katrina Wrobel: I feel like it has had both positive and negative effects. Images can be completely staged and altered, portraying something that is a totally unrealistic expectation which can have a negative effect on people. And rather than it just being in magazines or advertising, it's everywhere. The flip side of that is it gives everyone a platform where they may not have had one before. There's more diversity and variance that can be found which was lacking incredibly before and is so refreshing to see. The beauty of social media is that it is about direct engagement with an audience, people respond positively to what they want to see and that has a domino effect.
What do you get out of showcasing other people’s beauty content?
Katrina Wrobel: It inspires me and keeps me connected with what is current. Sometimes if I find myself with a creative block I just go on Instagram and search for content. Finding new artists and being able to share them with my audience creates a supportive community which promotes cooperation over competition.
How do you source your content? What do you look for?
Katrina Wrobel: Mostly I search through the hashtag associated with my page, #theartistedit. I choose interesting looks or expertly applied makeups. Something I would do a double take at if I it saw in person and be like "damn!"
What kind of thing does well?
Katrina Wrobel: Images that contain bold, contrasting colours or lots of glitter tend to perform the best in terms of engagement on my page. Videos seem to attract more comments and conversation.
What makes a good beauty tutorial?
Katrina Wrobel: Most importantly that there's decent lighting so you can see things clearly. I think as long as there's an interesting look being done, a helpful trick shown, or just something satisfying going on, it's good content.
How has beauty evolved over the last 10 years?
Katrina Wrobel: Social media has had such a massive impact on the beauty community. It's now a big business. Once the Kardashians and the contour craze came onto the scene, full-on faces of make-up for every day became the norm. It popularised make-up which was fantastic, but it all was very paint-by-numbers. I think as people started to see that there was such a hunger for make-up content, it slowly started to evolve. Now we're in a place where things are getting a bit more experimental, not everything needs to be so perfect. We're seeing more runway trends being represented even in selfies and brands are picking up on it. Eye gloss was marketed to the masses and people bought it. To me, that says something.
You’re soon to launch your website, what will that entail?
Katrina Wrobel: I want it to be a place to write about trends, do product reviews and feature artists from all over the world. What exactly it's going to look like is still a work in progress.
Where do you see it going in the future?
Katrina Wrobel: I've got a few projects on the go for The Artist Edit. First up will be an interview series for IGTV featuring some amazing artists and creatives that I'm really excited about. Going forward I will be putting out more original content and am thrilled to see where The Artist Edit takes me!