Mario Dedivanovic—you may know him as Kim Kardashian‘s go-to beauty guru—is one of the most humble, talented makeup artists in the industry. He puts his heart and soul into every face he touches and everything he does, and his new makeup collection, launching October 1, is no exception. During a Zoom meeting with beauty editors, Dedivanovic teared up talking about how important this brand is to him and how hard he’s worked to get here—it was truly a special moment. “The line is based on my philosophies and techniques I’ve honed over the past 20 years,” he says. “It’s not ‘trendy’ makeup—these are core, staple items. I basically took my techniques and turned them into products.”
The 21-piece assortment is heavily focused on eye, with everything from primer and liner to impressive palettes that highlight diversity. “They’re truly universal products,” Dedivanovic says. “Since I became a makeup artist at Sephora, frankly, I’ve been working on all types of clients with different skin tones. I’ve worked with Asian women, Black women, Indian women. The most important thing when I’m developing every single product is that it’s truly universal and everyone can use it.”
One standout from the collection is the Master Eye Prep & Set ($28), which comes in three shade options: Light, Medium and Deep. “Throughout my eyeshadow application, I dip into translucent powders with a brush and buff the edges out to get a really seamless and flawless finish on the eyes, so I wanted to essentially put this technique of mine into a palette. It turned out to be way too difficult and kind of messy, and it would have ruined some of the eyeshadows, so it evolved into this other product: Master Eye Prep & Set,” he says.
“My technique is that I always start with concealers or foundations on the eyes. Oftentimes, let’s say for example I’m working on a medium skin tone, I will take a really deep-tone foundation or concealer and shape the eye with it. If I’m going to do a smoky eye or use deeper shadows, I use that as a base. Very rarely do I ever use one shade when I’m doing makeup. I always like to mix either two or three shades—I find that you just get a better match that way.”
In each trio there are two shades of lightweight, creamy primer and one powder. “This is not the type of primer that is really popular right now—the really opaque, heavy primers. This is much more natural and not going to give you an insane amount of coverage on the lid. It’s sort of a light-to-medium coverage,” says Dedivanovic. The powder on the bottom is translucent, and though Dedivanovic says it does have a bit of pigment in it, it’s nothing you can really see when you’re applying them.
“I love this powder because it’s in a smaller format, so unlike a large compact, you’ll use a smaller brush and you can just hit the little areas of your face wherever there’s just a little bit of shine, like your chin.” He also developed a brush to make the three-step prep even easier: “It’s called the EF1,” says Dedivanovic. “One side is for the primer—I tap into the two colors and go directly onto the eye—and then I flip the brush over and set the eye with the powder.”
Two other favorites are the 12-shadow palettes: Master Mattes and Master Metallics ($48 each). “Master Mattes is the very first palette I started to work on,” says Dedivanovic. “When I started to develop it, I was quite overwhelmed because I didn’t know where to begin in terms of how to choose the shades. So I began to look at footage of my Masterclass from the past several years to really get a good understanding of what shades I was using, why I was using them consistently, and what it was that I liked about them. I started to research all the different human skin tones and how much we actually use each other’s skin tones when we’re doing makeup, which inspired the palette. All the shades all have a beautiful translucency to them, similar to the way skin does—I just refined them to make sure they were super flattering.”
For Master Metallics, Dedivanovic wanted to look inside the human body, rather than outside, for inspiration. “I began to research inside the human body to see what colors we have inside because we all have the same colors, no matter where we’re from. It was really funny because when I was working on this in the lab in Milan, my benchmarks were literally our organs, but I couldn’t share that with them. This is a ‘slurry’ formula—it’s a technology that was developed in Japan; it’s basically a hybrid of oils and powder pigments that go on super, super creamy. You can use them with your finger, or a wet or dry brush.”
Other products include Master Metals ($48), a quintet of high-shine shadows, and Master Metals Manipulator ($14), which transforms the powders into pearlized liquid foil; three shades of illuminating Master Crystal Reflector ($24) powder; Master Secret Glow ($22), Dedivanovic’s secret for achieving glass skin and eyelids; Master Mattes Liquid Liner in Super Black ($22) with a seriously sharp tip; gel-based Master Pigment Pro Pencil in Super Black and The Perfect Brown ($22); Master Mattes Brightening Pencil ($20) for highlighting the eyes; five eye-focused makeup brushes ($22 each); and biodegradable Gentle Makeup Remover Wipes ($15).
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