Mary Phillips, a renowned makeup artist and social media influencer, is expanding her impressive portfolio by launching her own makeup line, M.Ph. With a career spanning over two decades, Phillips has built a significant following, thanks to her work with high-profile celebrities like Kim Kardashian and Kendall Jenner. The collection, set to debut on Sephora.com on August 15, will include products across complexion, lips, and tools, making her vision accessible to a wider audience. With her extensive experience and social media prowess, Phillips has long contemplated creating a brand that reflects her ideals and preferences in makeup.
Reflecting on her two decades in the industry, Phillips expressed a common frustration among makeup enthusiasts. Many products, while amazing, fall short in certain areas — be it formulation or available shades. This understanding fueled her desire to launch her own line. “I wished certain products were different,” she said, emphasizing her commitment to developing items that combine her favorite aspects of makeup while also filling gaps she’s identified along the way. For her, the brand has been a long-standing dream, rooted in her passion for enhancing natural beauty.
Mary’s influence is evident not just in her celebrity collaborations but across social media platforms, particularly TikTok, where her “underpainting” technique has generated significant buzz. This technique, an older approach reimagined for a new generation, inspired Phillips to create exclusive makeup kits for her clients. With the viral success of her methods, she acknowledged a robust interest in makeup techniques, prompting her to develop products like the Underpainting palette, which features color correctors, contour shades, and highlighters tailored to various skin tones.
Phillips’ product range doesn’t stop with the Underpainting palette. Her initial launch includes cream blushes, precise lip pencils, and specialized brushes, all designed to enhance the user experience while maintaining affordability. The name “M.Ph” cleverly references both her initials and her philosophy towards beauty. “Makeup should enhance, not change,” she asserted, emphasizing her intent for users to feel confident in their skin. This philosophy extends to every product, with thoughtful ingredients that promote skincare benefits alongside cosmetic utility.
As the cosmetic market faces challenges, including a slight decline in prestige makeup sales, Phillips’ team is optimistic about the brand’s potential. Backed by a talented group, including former L’Oréal executive Roshini Greenwald as president, they aim for a combined retail impact exceeding $20 million in its first year alone. “Our goal is to empower consumers to embrace makeup techniques, making them accessible while fostering a sense of community and learning,” Greenwald explained, highlighting their digital engagement strategy that leverages Phillips’ significant online following.
Phillips’ journey has been shaped by her adaptability and attentive understanding of makeup trends throughout the years. While many trends fade, her approach remains grounded in timelessness, focusing on enhancing natural features rather than altering them. As she prepares for the brand launch, she is keen on introducing products in the same order she applies them in her professional work. “I want my clients to feel their best focus on enhancing features rather than changing their appearance,” she declared. By aligning with consumer desires for authenticity and expertise, M.Ph is poised to leave a mark in the beauty industry.