What you need without knowing it: the Beauty APK
When we had a party with the editorial team, you know, in the Before Corona era, there was always a long line at our Lotte's desk. Not because the wine was there to get in the mood (that could be too, because Lot loves coziness), but because everyone was begging with their fingers in the air, ‘Can I? Me? Me? Me?’ asking if she would wave her makeup brushes along their cheeks. Lotte is not only our designer, she has now grown into our beauty expert and decided to shape her dreams. No, she is not leaving AMAYZINE, but she is doing something on the side. A personal initiative called: BEAUTY APK.
Lot, Lot, Lot, take it away. Since Sunday, you really exist for the outside world, what exactly does your BEAUTY APK entail?
‘Yes, Sunday the site went live and BEAUTY APK was born. For a wardrobe, there is a stylist, for a house, there is an architect, but when it comes to makeup, we rely on random advice that you gather online or in stores. Do you have a bag, drawer, or even a closet full of mascaras, bronzers, and foundations because they were on sale, for example? It’s time to look at your products with an honest and critical eye, and I want to help you with that. It’s about finding the perfect basic makeup and also a bit of skincare that suits you and your lifestyle together. Besides finding the right products that fit you, I will also teach you how to apply them correctly by giving you instructions while you do your makeup.’
I know you have always had a special interest in beauty, the right products, and the right care. But how did you come up with the idea and when did you decide: I'm just going to do it?
‘BEAUTY APK consists of different menus, from 15 Minutes to one of the clinics. Friends clinic actually originated two years ago, through the mother of a friend of mine. I had helped her with a ‘new’ beautiful makeup look using mostly her own products and a few new items. She has been using the same products for twenty years and was often laughed at by her children because it was really too much and not of this time anymore. She was so happy with my tips that she came up with the idea to organize a friends‘ night where everyone would bring their own makeup bag and I would give it my critical eye. This idea then sat on the shelf until my boyfriend was scrolling through Instagram last year and saw a photo of a stylist sorting through a wardrobe, which led him to comment: ’Shouldn't you do this with beauty?' So Daan, our sales manager, asked if I had any makeup tips for her daughter and another menu was created: Junior Clinic. Through questions from my surroundings and brainstorming with Manon de Boer, the menus were created. Then Adeline translated the notes I had made into well-flowing sentences and it started to take shape. The photos on the website were taken by Alexander Sporre, all in less than an hour and a half. It was a morning of running and flying, but the result is great, right? I am lucky as a designer that I was able to create the entire website myself, making it exactly how I envisioned it.‘
Your mother is also a particularly charming appearance. Was beauty and makeup something you were introduced to at a young age?
‘My mother did a makeup course, but she never did anything with it. She is really made up every day, even in the evening when she sits on the couch, she can still touch up her lip gloss. She introduced me to M.A.C Cosmetics in the Bijenkorf when I was fifteen, where I then received an extensive makeup lesson from Samantha for two and a half hours, and I was completely sold. Not a day goes by without me being involved with makeup. Not just makeup, by the way, my mother is also very busy with skincare, but that’s because of her sensitive reddish skin. So I am sure that it has been unconsciously passed on to me. Because of her, I love the au naturel makeup look and hope that when I reach her age, I will look just as good.’
When should people come to you?
‘You can come to me for quick and short questions, but also for an extensive session where your entire makeup wardrobe will be evaluated. Everything to create that perfect basic makeup look together. An investment in yourself that you can enjoy for years to come.’
So instead of a 21-dinner, you now book a clinic with you?
‘A 21-dinner is really fun, I have hosted one too. But how nice is it if you book the Friends Clinic in advance with your friends? You will hear all the ins and outs regarding beauty trends, but I will also give you all the information about the most beautiful look, without looking patchy at the end of the evening.’
Then just a few favorites from the expert. What is your cheapest favorite product and the most expensive that you swear by?
‘The cheapest is also my beauty secret: the Maybelline Fiber eyebrow gel. It’s the gel that gives my eyebrows so much volume and it costs €9.95. The most expensive is difficult for me. Regarding skincare, I think the Valmont Primary Pomade for €230, a balm that I occasionally use when my skin is very dry in some places. In terms of makeup, I first think of the Super Loaded Tinted Highlight Peau de Rose from Westman Atelier and that is €80. This one is so beautiful: not only on your cheeks, but also as eyeshadow and for your lips.’
The best beauty quote?
‘Beauty isn’t about following rigid rules or adhering to a one-size-fits-all approach. It’s for everybody. There’s no withholding of secrets here – we’re all about sharing the good stuff.‘
This is Beauty – Rose Inc.’
Your role model?
‘Rosie Huntington-Whiteley from Rosé Inc.’
The best beauty store?
‘I get very happy from Skins Cosmetics, but also always from M.A.C Cosmetics and for skincare, I like to go to Laboratory K in the Nine Streets. But I am also a big fan of online shopping: Lookfantastic or Zalando.’
If you have a very small bag with you and you go to a gala, which makeup product is in there?
‘My lip gloss. I use so much gloss that my lips can't do without it. If there is a little space left, I also prefer to take my special foundation for my lips with me (Lip Erase from M.A.C). I have a lot of pigment in my lips and I love nude. Or I have to wear a color, but even then I want to neutralize my lips.’
Where should people follow you?
‘On @beauty_apk and beauty-apk.nl I will share all the beauty ins and outs and starting next week, I will begin highlighting my ‘favorites’, with honesty at the center.’
