August 23 2014

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Germany’s Beauty Is Life Touches Down At Barneys


Traditionally, a new line launches with only a handful of products. But such is not the case with Beauty Is Life. When the German makeup brand finishes its takeover of the Barneys’ beauty floor this month, it will be 400 SKUs strong. While BIL—the acronym also spells out founder Beatrix Isabel Lied’s initials—may be new to an American audience, it has been around and hugely popular in Germany since 2002; Lied’s experience with makeup goes back even farther. The face painter started her career backstage in television and theater, before opening a school for makeup artistry and image consultation in 1978. “I had received so many requests to teach, and I realized that sharing my experience with young people was something I really liked,” Lied says. It was her students who eventually helped motivate Lied to formulate her own products. “When I started my company, Institute Beatrix Isabel Lied, 32 years ago, my students from the academy were always asking me about my own line,” she explains. “So I decided to start making products and BIL became Beauty Is Life.”

Lied’s mastery of color is clear in the extensive range (think 50-plus shades of lipstick, a foundation to suit every complexion, and blush in 30 hues), which feels, because of its professional grade and myriad options, comparable to MAC or the famed French brand Make Up For Ever. So far we are particularly enamored with the richly pigmented lipsticks in Sisi (a pale sixties pink), Impulse (eggplant), and Kingdom (a fuchsia-toned red), and Lied’s jewel-toned eyeliner cakes, which should be on heavy rotation in our makeup bag if the runway’s recent obsession with vivid lids pans out for Spring (see: Scott, L’Wren, and Dior, Christian, for inspiration).

Photo: Courtesy of Beauty Is Life

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