Marie El Maaroufi

Pro Collective Director
Make Up For Ever

My Métier d’Excellence 

I’m Pro Collective Director at Make Up For Ever. I lead a collective of 37 professional makeup artists around the world who work together to create new high-performance products. We work closely with our marketing teams, contributing to ideation, formulation development and color ranges. This is a unique approach among beauty brands.

My background

I’m first and foremost a professional makeup artist. I studied at a makeup school before becoming a freelancer and working for clients in a variety of sectors. After an assignment in Dubai working for the royal family, I joined a competing professional makeup brand, where I held training positions. I joined MAKE UP FOR EVER in April 2012, working with the International Education team for five years and then at the Academy for three years as Academic Director.  Since May 2020 I’ve been Director of the Pro Collective, an absolutely amazing experience that’s let me work with makeup artists from across the world!

Passing on the métier to new generations

That’s something I absolutely love! Makeup is truly an artisanal métier where degrees aren’t recognized, so it’s very important to me to teach these skills and make sure they are passed on. There’s also a compelling human dimension in this work, which can sometimes be quite solitary. Transmission remains an integral part of my current role because we do a lot of educational activities with our marketing teams, sharing our professional expertise. At MAKE UP FOR EVER we progress together, all at the same time.

The most important things you need for this métier 

In my current position I think generosity is essential, being able to share your knowledge, particularly with the marketing teams, and understanding their needs to work effectively together. You can’t be afraid, and you must be very agile – every day I do things I’ve never done before. In fact that’s that quality I look for first when I recruit someone.

The best compliment I could receive

That would be hearing that all the Makeup Artists in our Collective around the world are proud to be part of this group. And that they’re happy because they find their work meaningful, that they’re motivated and proud to make our Maison shine.