Valentina Raimondi: "Makeup is art, but also psychology"

Beauty and makeup are often seen as superficial or frivolous. In reality, beyond being a billion-dollar industry, beauty tells us a lot. On a collective level — just look at the different approaches to beauty around the world to understand that beauty is cultural and social — and on an individual level as well. We talked about it with Valentina Raimondi, a makeup artist who worked on the launch of the new & Other Stories make-up line, testing it ahead of its release.

Interview with Valentina Raimondi

What does the way we wear – or don’t wear – makeup say about us?

The way we choose to wear makeup, or not, reflects our personality and current mood. Every detail of how we present ourselves — from clothes to hair to makeup — communicates who we are. Makeup, in particular, becomes a tool to express our individuality and emotions, revealing aspects of our personality that words sometimes can’t. For example, a bold, colorful look might signal creativity and a desire to stand out, while a more natural look may express simplicity and authenticity. This isn’t just about aesthetics; it also reflects how we approach our day. Each morning, as we get ready, we have the chance to tell a story about ourselves. Personally, I feel that the way I present myself is a direct reflection of who I am — and I like to think that through makeup and style, I let people see the real me.

Do you prefer to create bold or natural looks? And which do you prefer to wear?

When it comes to creating makeup looks, I prefer bold styles. With a background in art, drawing has always been a big passion of mine — whether it’s on paper or on a face. Bold makeup, although more challenging, allows me to push myself and express my creativity. However, what I choose to wear depends on the context. In my daily life, I go for more natural looks for the sake of comfort. But when I’m DJing, I love playing with bolder, more creative styles. This duality, my own little Dr. Jekyll and Mr. Hyde, is something I enjoy a lot: simple by day, bold and daring by night.

You’re the makeup artist for many Italian celebrities. How important is it to understand them in order to do their makeup well? How does makeup contribute to their persona?

That’s such an important question. Getting to know the person in front of you before doing their makeup is essential. It’s vital to understand what they want and how they wish to be seen. Celebrities, like anyone else, have strengths and insecurities, when they sit in our chair, they’re often vulnerable. Our role is crucial because together we create a style that represents them. And this goes beyond makeup: it applies to styling too. Listening and interpreting are key, turning our job into something not only artistic but also psychological. One of my favorite moments is creating synergy with the person I’m working on, building a relationship of trust and comfort. Without that, it’s hard to achieve great results.

Let’s talk “blush blindness.” Why are we so drawn to this product? And what types are there?

Every season has its trends — and makeup is no exception. In spring, blush blooms like flower buds on trees. We’re drawn to blush because it’s easy to apply and gives an instant glow, making us look refreshed and rested. “Blush blindness” refers to the generous — sometimes excessive — use of blush, where it becomes the centerpiece of the makeup look. This doll-like effect is often achieved using liquid blushes — like & Other Stories Liquid Blusher, which also hydrates thanks to plant-based squalane — because they’re easy to build up or sheer out. But you can get the same result with cream or powder blushes too. There are different ways to apply it: for a lifting effect, apply a natural-toned blush high on the cheekbones; for a sun-kissed look, go for orangey or reddish tones and apply it horizontally, even across the nose, ideally using cream blushes like & Other Stories Cream Blusher, which is easy to blend and build.

What do you think about the return of lip gloss? What does & Other Stories offer?

I’m so excited that lip gloss is back! It’s one of my favorite products and I use it in lots of different ways. Glossy lips are super sensual, especially when paired with natural makeup. I also love applying gloss on the eyes for a wet-look finish. If you follow me, you know it’s one of my go-to looks and I use it on cheekbones too. Glossy lips give off a playful, youthful vibe, which is why younger people love them so much. Plus, they’re easy to apply and don’t require the precision of a red lipstick. One swipe and you’ve got that wow effect. The only downside? If it’s windy, your hair might stick to your lips. & Other Stories Lip Gloss contains hyaluronic acid so it’s hydrating, has a pleasant texture, isn’t sticky, and gives incredible shine.

What are your favorite current makeup trends and how would you recreate them?

I really love the vinyl lips trend! It’s fairly easy to achieve but does require a few steps and some precision. First, choose your favorite color. Apply a lipstick and, for extra longevity, use a lip liner in the same shade or a slightly darker one to add dimension. Once the lipstick is applied precisely, go in with a matching gloss or a clear gloss. If you’re using a clear gloss, I recommend putting some on your hand and applying it with a lip brush for better control — this also prevents moving the lipstick or staining the gloss applicator. Et voilà: le beaux son fait. Vinyl lips create a show-stopping, seductive effect — they definitely get noticed and convey a strong personality.