After winning L'Oréal Paris' inaugural Makeup Designer Contest in April this year, the beauty brand was thrilled to announce Tobi Henney was joining the team as the new make-up director for Australia. With a ton of experience under her belt working with leading personalities, major brands, and renowned publications, BD chats to Henney about the new role, working with influencers, and what part social media has played in her career.
Are you thrilled about being named the new make-up director for L’Oréal Paris?
It has always been an aspiration of mine to become a make-up director, and I am absolutely thrilled to work with such an internationally renowned beauty brand.
When you entered the Makeup Designer Contest, did you expect to be walking away as part of L'Oréal's dream team?
At the time of entering, I was travelling around the world for work and was excited by the opportunity to potentially be a part of the L'Oréal dream team. I have always looked up to Sir John who is the US L'Oréal Paris make-up ambassador, yet never expected to walk away as the winner. It still feels like a dream!
Has the role changed your career?
It is such an honourable role and I feel like I am responsible for being [a] great ambassador for the brand. I am still working with all of my celebrity and fashion clients between trips to Melbourne for the role. I am excited for the opportunities which lie ahead.
What does the position entail?
As the make-up director, I get to work on shoots, brand campaigns, create how-to videos, attend events and share my make-up tips and trends with consumers and media. We have lots planned for the year which is very exciting!
You already have had a pretty impressive make-up career. Can you tell me about some of the gigs you've been involved in?
Over the years I have been fortunate to shoot editorial for Vogue Italia, ELLE Singapore, ELLE US, L’Officiel, RUSSH, Harper’s BAZAAR, Grazia, Schön, GQ, Men’s Style and Fashion Quarterly to name a few. I also have been lucky enough to take care of amazing celebrity and media personalities including Jessie J, Megan Gale, Jessica Gomes, Shanina Shaik, Jesinta Campbell, Isabelle Cornish, Ashley Hart, Margaret Zhang, Tash Oakley and Rachael Finch. I also love shooting campaigns and have worked with iconic brands including CAMILLA, Myer, MARCS and Sunseeker during my career.
You regularly collaborate with some of Australia's biggest influencers. Do they normally approach you or how do these collaborations come about?
Yes most of the time they reach out and working with top talent is great for getting your name out there in a competitive industry.
Who was the first influencer you worked with? Were you nervous?
Lauryn Eagle was the first personality I worked with regularly. She is great fun and we had lots of adventures working together on Celebrity Apprentice, [the] Logies and various editorial and campaign shoots. I always get excited rather than nervous. I love my job and am very lucky to work with such amazing, successful women in the industry.
Is there an influencer who has stood out in regards to collaborating with?
Margaret Zhang and I met almost six years ago when I was an assistant and she had just started her blog Shine By Three. It’s been an honour to collaborate with Margaret over the years and see her grow into such an amazing creative talent. Her photography and styling work always blows me away and I feel very fortunate to have shot numerous campaigns and editorials together both in Sydney and internationally.
Since beginning working with L'Oréal, what has been the most exciting project you've been involved with?
I recently shot a really exciting campaign – my very first as the make-up director for L’Oréal Paris – the True Match Foundation Video Campaign with some very incredible and inspiring women: Dami Im, Bianca Cheah and Rachael Brook. It’s live now on the L’Oréal Paris YouTube channel and Facebook. https://www.youtube.com/watch?v=27hL7St03gA
How dedicated are you to your social media platforms?
My social media channels always reflect my portfolio of work including the latest editorials and personalities I have worked with. I work hard to create content while I am on jobs to upload on my social platforms.
Has this focus changed since joining up with L’Oréal?
One of my main focuses since joining L’Oréal Paris has been creating short how-to make-up videos on Instagram. It is a great way to share their amazing products with my audience.
Do you believe social media has helped your make-up career?
Absolutely. Social media is our way of advertising. It is important to show potential clients the publications and brands we shoot for and gives our audience an insight into our artistic style.
Where are you hoping to be in 12 months time?
I plan to continue building my career both in Australia and internationally. The most important thing to me as an artist is pushing to collaborate with likeminded creatives who continue to inspire me.