Meet Emily Wood, 2025's Breakout Makeup Artist and Instagram’s Scribbling "Face Decorator"

0:00The following podcast is a Dear Media Production.

0:07Welcome to Breaking Beauty, the podcast all about the breakthrough people, products, and moments in beauty. We're your hosts, Jill Dunn and Carleen Higgins.

0:20Welcome back to Breaking Beauty, the podcast about the breakthrough people, products, and moments in beauty. I'm Carleen Higgins. I'm here with my bud in beauty, Jill Dunn. Hey, Carlene. And of course, we're two longtime beauty editors turned beauty podcasters. You're probably sick of me saying that by now, but I'm going to say it every week anyway. And we get to talk to so many cool people on our show, Carlene. And this guest today, I would say she's not only breaking through breaking beauty, she's kind of completely repainting it. And we're so excited to welcome Emily Wood, who we caught up with the last time that we were in New York.

0:56And she's the London-born makeup artist and content creator who's been turning heads with her high-impact, expressive makeup looks. How would you describe them, Carlene? Oh my gosh. I think she's like the 2.0 of clean beauty. Everybody's asking that question right now. What comes after clean beauty? And I feel like Emily has it because she's really using color, like maximalist color, but it's on a minimalist face. Her style is to not wear foundation, but to use a lot of color. So it ends up looking really fresh. There's this juxtaposition that feels very editorial and her way of painting, so to speak, is she's just very free form.

1:41Like she'll often be walking as she's applying, you know, bright yellow eyeshadow on her eyes. Like, I don't know how she does it. It just feels completely fresh, completely new. And she feels like the breakthrough makeup artist of 2025. Yeah. And you know that you're on to something and I'll give Emily credit where credit is due when I'm just seeing her style being ripped off by so many creators now and using it. And I won't say specifically, but I just saw an influencer do a campaign with a K beauty brand and she was applying this particular product out in the streets in New York, walking around ripping the cap of the serum off with her teeth and putting it like very much inspired by the way Emily is doing her videos.

2:28Right. Not unlike when Violette started, I think. And she was like in a subway car in a cafe and it just felt so different and so compelling to watch. Like you can't scroll past one of Emily's videos. Exactly. It's a little bit organic, but it's also kind of chaotic, but it's also just stunningly beautiful. Emily's star is definitely rising. You know, she's worked across editorial shoots. She was recently profiled in V Magazine. There was another magazine in the UK, I believe it was Elle. She's worked on campaigns for brands like Google Pixel and Zalando. And recently, this is kind of a fun Canadian tie-in.

3:08She wrapped two sold out makeup masterclasses in London with the Canadian beauty brand 1999. And I think that's just so perfect because of course, 1999, they're really well known for the first product they ever came out with was a really skinny multi-use pencil in multiple colors. And that's just feels so organic to what of course, Emily does. So perfect fit. And I'm glad that people, it got sold out. Amazing. Yeah. And the UK magazine you were mentioning, Carlina, was actually L-UK. Yeah. And she was featured as one of the game-changing women shaping the industry in beauty right now. So she's definitely going to be a name that a lot more people are talking about going into 2026.

3:56So in today's episode, we're getting into everything from how Emily uses makeup to process emotion, how she developed her now signature look, fresh skin, sculptural blush, and smudged liner in all the right places. And you'll also hear about the viral moment that revealed to many that, yes, she is Amy Lou Wood's sister. The resemblance is pretty uncanny for all of you White Lotus fans out there. And so we will hear about the creative bond that they've shared since childhood. And she's worked with so many cool girls of the moment, like Lola Young, for instance. And you'll also get Emily's exact tips for making bold color wearable for yourself.

4:35why she chooses to skip foundation, the liner she uses all over her face. And yes, she tells us about what her first shade would be if she were to ever do a collab with Pat McGrath, one of her icons and ours, Jill. And of course, Carlene, Emily is showing us a lot more than telling us. So everybody needs to watch this episode on our YouTube channel. And also another thing that she's iconic and famous for is her eyelash curling. And we get a total demo of that. And it is fascinating to watch. No mirror required. Let me just tell you. Yeah, it is. It's like her pacifier. You know, she's just doing her eyelashes all the time.

5:15It's her thing. So we won't leave you waiting any longer. Introducing Emily Wood.

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6:33Welcome to Breaking Beauty podcast, Emily. I'm so excited to have you with us today. Thank you so much for having me. Thank you. I really am because I feel like I started following you a couple of years ago and you really caught my eye. I used to work in magazines and hire beauty professionals for shoots and stuff. And I don't know, it just it feels so fresh what you do, the way your makeup is almost like haphazard. Like before we got on the mic, you were just literally chatting with us, guys, like putting on blush, not looking in a mirror at all. Liquid blush, just like flick, flick, flick on the nose.

7:10And it's just like so organic and different, but vivid as well. It's not like the no makeup makeup look. It's very creative. So tell us like where your influence came from, this like love of makeup. Me just laughing all that up. Yeah. It's a beautiful word. Where did it come from? Okay, I guess my nana. Oh, really? Yeah, my nana and my mum. I mean, like, they're very glamourful. Is that the word? Glamourous? Glamourful. Guys, what was I trying to... Glamourous, maybe? No, glamorous, but glamourful. I was like, maybe that's actually quite gorgeous. But they're very glamourful. They're very glamorous.

7:48and I think their approach to beauty in general and me just observing it grew up in a household with just sister and mum and it was just lots of mascara lots of layers of mascara lots of frosted pink lip and lots of blush on the nose yeah that's all me and Amy blush on the nose they were doing that then oh my mum has always she's always got this little mini blush with her her tip it may as well be tip X frosted tip X it's like almost white her lipstick yeah and it's constantly on her just like my lip liner and my eyelash curlers and she'll be chatting to you and she'll do the flushy nose i'm actually i'm actually now that i'm speaking about it i'm like i'm completely mirroring and copying my mother because yeah it's it's her style and approach that has inspired me a lot and then my nana she did a lot of work in beauty oh did she yeah she worked in a hospital giving facials to people who were going through a really difficult time with their menopause oh wow and she volunteered and did all this gorgeous beauty work with them so I think that her combining like she'll often say to me how much she can see that I'm combining that kind of emotional side of it it's not just a superficial makeup it's connection.

9:10Yeah. It's so much more than that. I love that. And how would you describe your approach to makeup or do you really think about it that much? Is it just... It's definitely intentional. Yeah. I think it's perceived in this really like, eh, I don't care. Yeah. But actually, I'm a massive perfectionist. I will spend a lot of time, you know, doing an outdoor makeup look and editing it and going, it just isn't blended right or it's not, I've not done it correctly. and I then don't post it. So I think, yeah, that's something that I want to be honest about because I think my work is perceived in this very unapologetic way, which I think it definitely is in lots of ways, but I definitely suffer from perfectionists.

9:56It's intentional. It's not by accident. You've thought about it. Yeah. And I think that's because I'm, this isn't like a, hey, this is such a flex. I'm very intuitive with makeup in terms of when I'm doing it I don't feel like I need to look in the mirror and that isn't that is a very natural thing for me like I'm like oh I it's a feeling I'm dyslexic and I think people with dyslexia and people generally with neurodiversities are really good at problem solving because the way we think isn't conventional and the way we approach things isn't in like yeah a conventional way so from a really young age you learn how to go about solving something yeah in your own very unique individual way and I think art has always been my outlet and creativity painting and drawing I've always done it and the same kind of approaches is applied with my makeup it's not I just know where to put it yeah so so yeah I just I just yeah well you you self-describe your on your Instagram as a face decorator right so that's really I feel like kind of sums it up your approach you know I think it's just yeah it's my escape and it's how I regulate and it's how what I go back to when I'm struggling and yeah you were kind of saying I think it was before we got on the mic and I was like because you were just chatting with us you had only just met us and you're using your eyelash curler and again not looking in a mirror or anything really quickly because you've obviously done it a million times I was like is it were you born with it like a suit instead of a soother you were born with an eyelash curler I have been curling my eyelashes guys since I was about 12 they would live in my blazer pocket my school blazer here and I would be doing it at the back of class bored out of my brains not knowing what the was being told like in class and I would just be pulsing my eyelash curlers to a point where I am absolutely for curling my lashes with mascara on and a lot of people are against that but I am fine with it but I will be really honest I had a drama when I was about 13 because i didn't know that we were supposed to change the rubber yes in the eyelash curler and obviously the more your pulse and especially if you're a chronic pulser like me it will start to like dig into the rubber yeah basically you're going to chop your eyelashes off that happened so i had there was a bit of the rubber that had like created like a slit in it yeah and the left eye had like half of these gone and the right eye had half of the outer because obviously it was the wear yeah rubber bit head oh my goodness I mean it me and my sister having an awful argument when it was happening and I was pulsing and they just fell guys are sprinkled oh my gosh my sister remembers it so clearly because I had a meltdown oh my gosh I was like my eyelashes have come out and you're also getting on my nerves and I'm gonna fuck till you it was a whole thing yeah she still to this day will be like I will never get over that yeah Well, you said it's almost like stimming.

13:07Yeah. And I also read that you related to Frida Kahlo in a way of like, you know, dealing with chaos. Tell us about that through makeup. I mean, Frida, from when I was really young, so I had spinal fusion for scoliosis when I was 13. Oh, wow. And obviously Frida had an accident and she had fusion like me in her spine. So there's that. and I feel like on so many levels I connect to her because of her artistry and her using her art as a way to, you know, really heal and deal with her pain, physical and emotional pain. So yeah, like Frida, when I was younger, I would read about her and I'd be like, this is so parallel.

13:54This is so parallel, even though it wasn't makeup back then. I used makeup in a very different way when I was 13, 15, also because of that. because of the scoliosis, because feeling other, because feeling different, makeup was very much not this rebellious, crazy thing for me then. It was to feel accepted and desired and pretty. And with time, I've learned that it's my, I can use it in a way that isn't to do with, you know, looks or feeling pretty. Even though that is important, but it's just, it's got different connotations for me now. So I think, yeah, she is like my icon. Yeah. And yeah, I'm just so inspired by her.

14:37I just went to the Frida Kahlo Museum in Mexico City. Wow. It was amazing. And it was my last best memory in Mexico City because right after that I got unbelievably unwell. But I saw the Frida house and it was great. Oh my God, I have to go. Yeah, it's incredible. I need to go. It really is. Everything about Mexico, I'm like, the food, the culture, just the energy. The color, right? Everything is so inspiring. I remember the day that you posted and you were doing your sister Amy Lou's makeup. So that's the day that I discovered that you guys are sisters. And I feel like so it clicked in my head because I was like, oh, yeah, like I'm such a White Lotus fan.

15:19And I was like, the resemblance is uncanny. And then I was reading the comments and everyone said the same thing. They're like, oh, my God. I know that was such a moment for me. people yeah like wow they're sisters people went a bit bonkers over it oh for sure it was it was a moment because i was incredibly anxious that's why it was a moment you know it was it was a lot and i was here in new york when they were dropping an episode every week and i was like is this going to be my life forever right because people see an overbite and they hear a british accent and they're like amy oh my god must be amy honestly yeah boyfriend daniel was like this is kind of nuts are you okay and i was like i'm actually fine i think but it was like every corner i turn especially in manhattan yeah the celebrity culture i don't know what's in the water but people go berserk yeah and i think also chelsea and amy yeah she's the best person ever and chelsea is just incredible and so endearing and i think she was on so many people's minds yeah and then it's kind of like that's Chelsea so they were people coming up and taking pictures of you not taking pictures but coming up and being like I love you please tell me you don't die I had that once and I went not me baby not me baby and then yeah when I was leaving New York that trip I was in glasses and these three like kind of older teenage people came over to me and were like and I was like no and they were honestly they were like okay we get it meaning we get it you're trying to not oh yeah and I was like no seriously I'm good I'm not and then I was I had to tell them because they were they were going bonkers I was like my sister and then they were even more like what the hell but I guess I really understand the fascination yeah it's really like I get it on a really objective level like I understand the curiosity but when I'm not in a good place mentally it can just feel a bit too much but very overwhelming it can feel very overwhelming but then I'm just I'm you know I've I've been able to get used to it slowly sex education yeah you know which was way more culty and very I mean it did so well but like you know it wasn't white lotus right and it's just yeah I've eased into it over time and now it's very normal and now it's normal you know Amy got a message the other day being like I just saw you in Madrid shy face and she was like oh even I get it and I was like yeah I think it's because me and Amy sound so similar like I'll hear things and I'll go that is Amy and my mum will go pardon who was that which one but like yeah I think it's all it's all berserk because you know my dad's a car dealer and our mum's just a girly pop who's just the best woman on earth and we haven't come from like a super creative family i say that they're all incredibly creative because they're all neurodiverse and that's made them so creative in how they think they think very unique ways about things and the problem problem solving approach is rife in that family you can see them going about things in the most deranged way but it just makes sense and it gets them to the place and it gets them to the final bit but it's like huh but now I get it as an adult and I'm learning so much about it that you know just inherently their essence is creative even if it isn't like their career and were you guys doing each other were you doing your makeup all the time yeah I was on Ames makeup from like younger I would be like Ames can I do your makeup Ames and she'd be like absolutely and we'd just be hanging out in my bedroom and I'd be doing her makeup and we'd be having chats and it was just so part of the way we operated.

19:13Yeah, yeah. And I think because of living with our mum, I've said this in a few interviews, but when my mum met my stepdad, he was like, and still is, takes her out for the most gorgeous dinners. It's so romantic. Mum gets dressed up. She puts her frosted pink on, loads of laser mascara. And me and Ains would just be laying on her bed watching her get ready. and it was just such a part of the the house and the home like yeah it's it's just been there beauty has really been there in a really organic way yeah it's not been like this you know that beauty is superficial corset is and makeup is but it's just so much more than that it's connection it's girl culture too it's part of the bonding it's like when we were getting ready to go out, you know, to the club or whatever, we would, like, the funnest part, I swear, was before we left.

20:11Oh, of every time. The pre-drinks. Yeah. The chats. Yep. The, like, updates. Exactly. The coziness. You step outside and immediately scared. I'm going, Jesus, my cortisol is skyrocketed. Yeah. So much cozy in the house with the girlies having cocktails. And, like. Getting glam together. Exactly. The makeup. And so do you still do Amy's makeup for like whatever? No. So this is, this is, this is funny. Well, it's not funny. It's just something that's, it's a sensitive space just because we decided years ago that like, you know, we're both, we both struggle with our mental health. We are very sensitive, hypervigilant people.

20:56and then in a work environment it's just way more exacerbated because you're very perceived in a different way and I have complex PTSD I don't think Amy would mind me sharing it but she does too so we need extra safety to feel even a normal level of safety and I think then working together and me being very you know over protective of her needing to check in her being like just need to get through the day that's just and it's just it was just too much for us yeah and then we were like we need to not that it would ever be ruined but preserve the sisterhood yeah boundary right it's boundaries it's just boundaries and it was mature it was we just needed to grow up and mature and it was actually the best thing we ever did yeah i did her burberry campaign last year or was it earlier this year so fun so cute she was like obviously you have to do Burberry.

21:54I was like, yeah, really fun day. Our friend Patrick did hair. Just gorgeous. Fun. Like, and I think we'll probably always go back to that. Yeah. And it doesn't have to be, and it makes it extra special because it's, it's, it's not all the time. Exactly. I feel like you guys will be in a campaign together for something. If there's a smart CBD, they should be doing that. Oh, oh, oh, oh, oh, oh, oh, oh, oh, okay stay tuned to your instagram

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26:15so i feel like you're a master at making color look wearable in unexpected places unexpected ways like flushed eyes blushed foreheads whatever it is

26:33so how do you decide like where to place color on your face give us some of your nitty-gritty like your process some of your favorite products to use my everyday is I curl my lashes with mascara on it's a big and right I will moisturize SPF and then I will layer loads of mascara that's my first thing that I'll do what's your fave I'll leave it what's my fave yeah fave of the mascara I'm gonna say Kush Mascara by Milk oh really it's just got that brush it's got the density it feels like it's six months old which so it's got that really kind of like sticky tackiness to it which every makeup artist loves when it feels what a new mascara is our idea of hell it's sodden yeah it just keeps you can't friggin get a grip of it literally so kush has that feel just the original one right yeah the original silver packet so then it's that and then i will like do something i'll brush my teeth or i'll just do an errand in the house and then i will curl with tweezers and eyelash curlers you know clinically insane amount and i'll just keep curling and then i get my tweezerman eyelash comb and i unknot my eyelashes so they've got this super fluttery finish that's my mascara and then throughout the day i'll keep curling my eyelashes because i think that curl lash is just like the most chic thing yeah then skin i don't wear coverage i will apply a faux kind of sunburn across my nose, cheeks, forehead, and I will blend it in.

28:08And I want to look as flush as possible. Katie Jane Hughes has got the smudge. Yeah, the smudge stick or whatever. Yeah, the smudge sticks. Nicest things in the world. They're like powdery masks. They look like a blush, but they apply. It's just the best, right? And they don't feel cakey on the skin. They feel so airy and lovely. And then I will line my lip. And I will pull it a day. No, I will use, I go between a few. same with the blushes and the mascaras but the kush is my OG but blusher well I just used Victoria Beckham that liquid tint I'm wearing it right now are you? it's gorgeous I love it it's so nice and I love how I am obsessed with seeing skin I want to see my pores I don't mind a spot out I don't really care I just I love and I think I don't know it's so ethereal it's like a watercolour right?

28:57it is it's very bad it's very benitent it is it is no it's very bad but it's less staining. Yeah, it's like a newer, more mature version. No, it is. It's more for me than I probably wouldn't go back to Benetit. I haven't tried it on my lips. I don't know that they recommend that. I haven't tried it on my lips, which is kooky crazy. Very Benetit. Yeah. And what's the lip liner? I think, were you applying Merit? I was applying Merit. Capricorn, shade Capricorn. I love that. What about, you know, the textures and like layering all of these things that you're putting on And are there specific textures that you won't go near on your own face?

29:35Because you're just like, you are kind of doing it more on the fly. Yeah. No, I know what you mean. Surprisingly, I avoid super balmy finishes. You're not going for Butter Girl Fall? No, I'm not going for Butter Girl Fall. I like quite a matte finish. I like pigmented. i want it to feel poppy and like lifting and in my skin yeah whereas like i i find my you know makeup approach when i've got a client i'm like i i kind of go between all of it depending on what they want but i just i do love a matte i love a a powdery cloudy finish that is my go-to same with my eyes yeah i love my matte lids but we're really highlighted brow bone yeah or even creating highlight with a lighter color very grace jones like she would contour with a contrasting color rather than it being like oh i'm going to put a kind of iridescent highlight on i'm going to put a white on right i'm going to put a really bright orange under my brow bone super matte and i'm going to layer it lots like my main advice would be to just when you're doing an eye really layer the product like if you're doing a gradient lid a blue gradient lid lid like do about five layers within each department does that make sense pass it on really get it on and that's how you get that super intense powdery pigmented bold finish yeah yeah what are your favorite some of your favorite like brands and products for that those intense I feel like is it like cryolin or something more that you can get at a Sephora?

31:16I love my big palettes because I can just carry the whole thing around. So Beauty Bay do amazing. They have 42 eyeshadows in the palette. So I will just carry that around in my bag depending on the day. They have like brights, they have, which is all like really fluorescent colors or they have like the rich bronzy palette, which is more my neutrals. And it's just easy. It's accessible, super pigmented. Anastasia Beverly Hill do a face and body. that all their palettes are face and body which i just love because they know they they mean like this is pigment this is like anything that's it's just such a specific feel and you know yeah some brands just nail it when it's like you pick it up on the brush and it's just like yeah it's like three layers in one yeah i don't know i don't know how they make it yeah but it people do it.

32:11I want to ask you about lip liners because yeah first of all you're wearing a lip liner but it looks like nothing on the inside. Is that your signature move? Lived in. Looks like I've just had a snogging sesh. Yeah. Love it. It's like it looks really good. Diffused. Yeah. I like I love I'm not very good with my harsh lines. If I do an eyeliner I will wing it out but I don't really I would never really do a feline flick on myself or love it on other people but just on my face yeah I love a diffused line everything very seamless like it doesn't you can't really tell where the end is so the lip really that's the same approach that I take I smudge it in because I want it to look that's why I like the Merit one too because it's not so sharp they're genius with that lip liner range I know I love it's like balmy that's why some people don't like it because of that but I'm like well why come out with just a regular lip liner like we already have a gazillion go to make up forever like we're done you know but that one I like that because as you say it's like just more got that on your forehead and cheeks my loves I know I was going to say where did you get that like this is I feel like you're famous for that and I know you're doing 1999 as well a workshop where they have the all over pencils do you know the 1999 girlies?

33:29yes Simone and I have shot together many times yeah those products Pearl a highlighter stick changed my life really it's just the best highlighter it does something to my face and i just love it on my face i'm like today i actually do have that on today okay if you can see some shine yeah it's that in combination with the kjh yeah so it's incredible to watch you with a lip liner do your face where you're it'll just be like scribble on one cheek scribble on the next and then scribble on the eyes like tell give us your tutorial i'm just like it's pigment isn't it like it's just if it's easy to blend on your lip then it's gonna blend on your cheeks and your forehead so like that's the first one that went viral i mean i've been doing it years if you go back quite a lot yeah my videos and i've been scribbling things on my cheeks for donkeys but the one that did really well was revolution's lip liner that is it's not merits type of balm it's a bit more pigmented but it just blends but it's very creamy and i just sketched it all over and it's a really good brown like a very warm brown lids nodes i don't know there's just something about the tone of it that really works for my face

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