Intentional brand photography with cruelty-free makeup

If you’re an impact-driven brand that’s creating photography across your marketing efforts, you’ll have your list of specific areas to pull out and share in the photos of where and how you’re making a difference.

Want to one-plus your brand photography and add another layer of impact, small business support, and general good business practices? Hire or collaborate with other impact-driven service providers or brands on the shoot!

Gwen Perkins of Belle and Rebel Beauty is a B.C-based makeup artist who works exclusively with natural and cruelty-free makeup brands and is passionate about having cruelty-free products become industry standard. We worked together on a branding shoot with impact consultancy agency, Decade Impact, who help brands to operate in a way that will create a better world.

Gwen is values-first in running her business. Learn more about Gwen, her process, and how you can bring more intentionality into your personal or business branding shoots!

Gwen in the middle, with the Decade Impact team

Why are you so passionate about using natural and cruelty-free makeup?

About 5 years ago I made the switch to all cruelty-free in my working makeup kit and I found that clients were very receptive and excited about this option.

I have always been aware of the Leaping Bunny program and cruelty-free products; in the 90's it was a big marketing tool used by large brands such as MAC and The Body Shop. But as the cosmetics industry continued exponential explosive growth through the last decade, important conversations like this were not happening. I feel like we are getting back to a more informed and empowered consumer movement so cruelty-free/sustainable/vegan makeup is now top of mind for many. As evidenced by the success or failure of certain brands, I think consumers now more than ever can see that where they spend their dollars matters. People also want to feel good about what brands and ultimately what values they support through their purchases.

Describe your style

That's a tough one; but I'm a big believer in customer service to clients first and foremost, along with education on products. My style is definitely more "traditional"; I like classic, clean makeup looks for every day and I want people to still feel like themselves but elevated once they leave my chair. When I work at the women's shelter, I see makeup as a restorative practice; we are helping to give someone a level of dignity and self-worth back. It is incredibly rewarding to see them light up when they see themselves afterward. I do enjoy avant-garde/creative and runway makeup looks as well. I never want clients to feel that they are wearing a mask or uncomfortable in their own skin. I would like to see makeup seen as a self-care ritual, rather than putting on a face to cover up who you are.

Do you have a favourite makeup brand?

My favourite makeup brand is definitely Elate Cosmetics based in Victoria BC. Founder Melodie Reynolds has thought of literally everything so that you don’t have to. The Elate line is Cruelty-Free, vegan, sustainable, inclusive, has recyclable/low waste/zero-waste packaging, and is ethically sourced from start to finish. And the products actually work which is sometimes a challenge for greener makeup. The line continues to grow because Elate truly listens to community to deliver what people are looking for. It’s easy to make better choices when it’s a wrapped-up-in-one line.

Do you have any tips for how businesses can bring more intentionality into their shoot, either from a fashion and make-up standpoint, or anything else?

I think a great way to bring more intention to shoots is to partner with small, local businesses, businesses run by BIPOC, womxn owned businesses or those that align with a business' values (green, philanthropic, etc). Cross-promotion is always a great way for everyone to get more exposure too!

Local businesses are always a great choice as staying small and local helps with carbon neutrality/impact, our dollars stay in the local economy and helps to support jobs right where we live. Cities need diversity in businesses to thrive and remain a place for everyone, not just those in the 1%.

Is there anything else you'd like to share about your cruelty-free services?

After 8+ years of doing makeup I know I can and will continue to learn. I am always excited to incorporate new tools into my practice, such as looking for greener options. The industry is definitely in a pivotal place right now; I am looking forward to the day that "cruelty-free" isn't something that people have to seek out, that it is just the industry standard. Any small change we make in our daily routines to be more compassionate about people, animals and the planet is huge.

Connect with Gwen: find Gwen’s website here and Instagram over here!

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