We caught up with the brilliant and insightful Ariane Poole a few weeks ago and have shared our conversation below.
Ariane , appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
“Hi I’m Ariane Poole. As an international make-up artist for over 40+ years I’ve had the pleasure of working with celebrities, top models and royalty.
Yet, I get the greatest satisfaction making up real women, showing them how they too can look their best.
I feel privileged that through my courses, seminars, talks and Social Media I can help women achieve this.
It is my heart felt belief that with the right products and some useful tips and techniques on application any woman can look great regardless of her age.
I have always nurtured the ambition to ‘demystify make-up’. I created my own range of cosmetics to meet the needs of today’s women, solving their day-to-day make-up dilemmas as they aged.
With that in mind I have created products that would provide maximum results with the minimum of effort, promising to deliver fabulous results, whoever is using them.
My philosophy on make-up is that you should notice the woman not the make-up.
I’d like everyone to compliment YOU on how great YOU look! Ariane X ”
My mission when I launched my makeup business in December 2002 was to empower women over 40 who were getting to a stage in their life that was rapidly changing. At that time uncharted territory.
To help them remain visible. To help them be and look the best them at every age.
Not only was I going through these changes (I was 45 when I launched) but as an international makeup artist I noticed so were my clients.
The cosmetic companies that I worked with were ignoring my demographic.
Everything was aimed at anti ageing and women under 40.
Women over 40 were being made to feel less than, and fearful of ageing.
My whole philosophy was about ageing positively.
The industry and media at that time were making women fearful of ageing. Ageing is a privilege not a burden.
Everything was aimed at cosmetic surgery etc.
I didn’t like the feeling this created with women in my age group and beyond.
I wanted to show women that they could look there best them at every age without having to go to that invasive route. I wanted to empower women!
When I looked for backing no one was interested. One man even said “Women over 40 aren’t interested in how they look. They should just be put out to pasture “
I found this incredibly insulting and sad because not only did the men think like this but so did many of the under 40 women.
So I funded the company myself.
I sold a flat (apartment) that I was keeping for my retirement and remortgaged my house 3 times.
I launched my range at The Clothes Show Live in London December 2002. Our stand was inundated, we had to have security because it was so busy.
In February 2003 I launched on QVC UK. My hour long show sold out in 35 minutes.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I have loved makeup since I was 3 years old. I used to watch my mother apply her makeup and was captive by the transformation. I made my own blusher and lip colours when I was 6 by crushing geranium flowers with face cream to make lipgloss and blush.
After high school I took a makeup course where I received a diploma in Cosmetology.
In Fall of 1978 I was headhunted by the Iconic British brand Biba to be their makeup artist in London UK.
I arrived in the UK March 1979 and haven’t left except to travel the world doing makeup for Celebrities, Magazines, Ads, Films, as well as teaching makeup to both women and aspiring makeup artists worldwide.
When I arrived I was one of 10 Makeup Artists in the country. The job of “Makeup Artist” was new.
Here is my CV:
The career of French-born Canadian make up artist Ariane has spanned over 40+ immensely successful years. A leading name in her field, Ariane works with many of the top fashion beauty photographers and an impressive list of
celebrities.
Internationally renowned, her credits include major beauty advertising
campaigns for Max Factor, Almay, Miss Selfridge, Ultima II, Molton Brown, Vidal Sasson, John Frieda and Boots No7 where for 4 years she acted as spokes person, helped with product development and trained makeup artists for the brand.
Ariane is regularly asked to predict future trends in make-up, as well as
giving advice and tips.
Ariane is a regular contributor to many magazines, newspapers and websites.
She has had monthly columns in Top Sante and has had her own Q & A columns in Women’s Health magazine, Cosmo Bride, Woman’s Own and Body Beautiful. She has appeared on Diamond website giving make-up hints & tips. She also has written a weekly blog for YELL.com.
Ariane has recently been featured on Huffington Post, sharing her hints and tips on Positive Ageing.
A regular face on GMTV (7 years) and This Morning (6 years) as their beauty Presenter.
Called the queen of the live makeover because of her ability to transform women effortlessly on live TV and stage.
Ariane has also appeared on a weekly fashion, beauty and makeover show on Granada Breeze ‘Livetime’, LK Today(ITV), Makeover Hit Squad (Weekly Slot), Fashion Livetime (Weekly Slot), Wellbeing (Daily Beauty Slot), Big Breakfast (Weekly Beauty Slot channel 4), Let’s Get Beautiful (20 part weekly slot), After Five (ITV), Carlton A to Z of Food Beauty, City Woman, David Emmanuel Show, The Wedding Show, Wild About Weddings, Good Housekeeping Show, Liz Earle Show , Miriam Stoppard Show , Style Council, Bride & Grooming (channel 5) ,The Sorcerer’s Apprentice (BBC 1), School Mum Makeover with Melanie Sykes, Nicky Clarke & John Scott.
Ariane has presented Bridal Looks live on stage at the National Wedding Show as well as heading up the makeup team for their fashion shows for over 10 years.
Ariane has regularly worked with leading cosmetic brands such as Clinique, Estee Lauder, Almay, Revlon, Maybelline, Rimmel, No7, Origins, Max Factor, L’Oreal, Clarins Miss Selfridge, Biba and Next heading up the makeup team at fashion shows, staff training, and product launches to the press.
20 years ago after 4 years acting as spokesperson, training consultant and product innovator for Boots No7, launching the brand in Europe and Japan.
Ariane launched her own successful makeup range Aimee at the over 40 women in 2002.
A range that provides maximum results with minimum effort no matter who is using them. Calling upon her degree in Cosmetology and her many years of experience she developed a cruelty-free range that delivers results. Many of her unique products have become firm favourites with makeup artists, celebrities and women of all ages in the UK, Canada, the USA, Europe, Australia, India, the Middle East, South America and the Far East.
Ariane is also known for her innovative and inspiring talks at Ladies Lunches and is regularly booked by 5 star hotels, golf clubs as well at influential ladies groups throughout the world.
For the past 25 years Ariane has been proud to head up the Estee Lauder Makeup Team for the Breast Cancer Care Fashion Show.
Ariane Poole C.V.HIGHLIGHTS
PHOTOGRAPHERS
Brian Aris, David Bailey, John Bishop , Ronald Diltoer, Anthony Edwin, Simon Emmett, David Eustace , Derek Henderson , Lord Lichfieid , Bill Ling, Tony McGee, Keyin McKintosh ,David McKintyre , David Montgomery, Iain Philpott, Constantino Ruspoli, Lord Snowdon, John Swannell, David Anthony, Terrence Donovan, Neil Kirk, Richard McLaren, Allen Olly, Terry O’Neil, Alan Strutt, Mario Testino
Fashion Shows:
John Galliano, Browns , Caroline Charles , Debenhams , Emanuel, Betty Jackson, Jaeger, Donna Karen, Edina Ronay , Miss Selfridge , Alders, Selfridges, St. Martins, Wallis, 30 years of Butler Wilson, 40 Years of Butler & Wilson, Breast Cancer Care Fashion Shows and Graduate Fashion Week 2008 & 2009 For L’Oreal ,2010 & 2011 for Rimmel, London Fashion Week, Ong Oaj Pairam
T.V.
This Morning (ITV), Style Challenge (BBC 1), Sky Special K, GMTV (ITV),
LK Today (ITV), Makeover Hit Squad (Weekly Slot), Fashion Livetime (Weekly Slot), Wellbeing (Daily Beauty Slot), Big Breakfast (Weekly Beauty Slot channel 4), Let’s Get Beautiful (20 part weekly slot), After Five (ITV), Carlton A to Z of Food Beauty, City Woman, David Emmanuel Show, The Wedding Show, Wild About Weddings, Good Housekeeping Show, Liz Earle Show , Miriam Stoppard Show , Style Council, Bride & Grooming (channel 5) ,The Sorcerer’s Apprentice (BBC 1), School Mum Makeover, Surprise Surprise, Blind Date and more.
Advertising
Boots No7, Molton Brown, Miss Selfridge, Selfridges, Harrods, Jaeger, Next, Max Factor, Little Mistress, Westfields, Master the Basics, Pretty Polly, Country Casuals, Top Shop, Debenhams, Vogue (UK), De Beers, Tiffany, Whistles, Caroline Charles, Liberty’s, Betty Jackson, Amanda Wakeley
EDITORIAL:
Cosmopolitan , Elle (Spain), Elle (UK), Elle (Hong Kong), Esquire, The New Yorker, Harpers & Queens (UK), Hello, Cosmo Brides, W, Loaded, Mail on Sunday, Marie Claire, Marie Claire Health Beauty, OK Magazine, Red, Sunday Times, Tatler, Telegraph, Vanity Fair , Vogue (German), Vogue (Mexican), Vogue (UK), You, Eve, Brides, Daily Mail, Essentials, Good Housekeeping, Real, Shine, Woman’s Journal, You Your Wedding , Express, M Mag, Top Sante, Woman’s Own, Woman & Home, She and more.
CELEBRITIES
A few of my clients:
Princess Diana, Catherine Zeta Jones, Penelope Cruz, Vendella, Yasmin Le Bon, Anna Friel, Zoe Ball, Queen of Jordan, Queen Noor of Jordan, Valerie Campbell, Naomi Campbell, Kate Moss, Andie McDowell, Iman, Talisa Soto, Femke Jansen, Rachel Weiss, Inez Van Lamsveerde, Veronica Webb, Christy Turlington, Uma Thurman, Jacqueline Bisset , Cilla Black , Helena Bonham Carter, Shikira Cane, Jackie Collins, Amanda Donahue, Tara Fitzgerald, Emma Forbes, Julie Walters, Princess Von Furstenburg, Pia Getty, The Queen & Princess of Greece, Patricia Hodge , Elizabeth Hurley, Bianca Jagger , Felicity Kendal, Emily Lloyd, Joanna Lumley, Nanette Newman, Thandie Newton, Julia Ormand, Joan Rivers, Lady de Rothchild , Jane Seymour, Twiggy, Donatella Versace, Ruby Wax , Duchess of York , Alberta Ferretti, Lulu, Britney & Alex – John Frieda Twins, Tess Daley, Melanie Sykes, June Sarpong, Denise Van Outen, Julia Carling, Lisa Snowdon Gail Porter, Sadie Frost, Saffron Burrows, Tara Banks, Diana Moran, Jodie Kidd, Susanna Constantine (Triny & Susanna), Lorraine Kelly, Katy Hill, Bryan Ferry, Phil Collins, Sir Paul McCartney,The Nolans, Duran Duran, Kim Wilde, Jonathan Ross, Roger Moore. To name a few.
Commercials & Movies
Pleasure (TV movie channel 5)
Pantene (hair) x 3
After Eight (chocolate)
Tia Maria (liqueur)
Max Factor (beauty)
Little Mistress (fashion)
Westfields (fashion/beauty)
Wella (hair)
Red Carpet events:
BAFT’s
Movie premiers.
Plus more on request.
We’d love to hear a story of resilience from your journey.
From the beginning I had to call upon my resilience. When I looked for backing no one was interested. One man even said “Women over 40 aren’t interested in how they look. They should just be put out to pasture “
I found this incredibly insulting and sad because not only did the men think like this but so did many of the under 40 women.
So I funded the company myself.
I sold a flat (apartment) that I was keeping for my retirement and remortgaged my house 3 times.
In 2003 I had my first TSV on QVC. It was a Christmas TSV for 15,000 units. Our warehouse was operating on full throttle.
The QVC order plus the TSV was shipped on time to QVC Liverpool.
A day later I received a call from QVC to tell me that some of the Eyeshadow Palettes in the TSV arrived empty!
I felt sick! How were we going to fix this?
I went to QVC’s freezing cold warehouse with my assistant and my 2 older daughters.
We had to go through 15,000 Eyeshadow Palettes and fill the ones that were empty. It took us 3 days, but we did it. And the QVC Shows and the TSV were a success!
In 2005 we had an arson attack on our warehouse because our receptionist broke up with her boyfriend and he was mad.
I had big event “The Vitality Show Live” that we had committed to ( a large stand) and had invested thousands of pounds in advertising.
My team and I were going to be doing makeovers on the public and selling them products. But now we had no stock in our warehouse. So I called my manufacturers in America & Canada to get stock sent that they were holding for me until after the Vitality Show. We were in Sephora UK at that time and sadly Sephora UK were in the process of closing their UK stores, so I called them and asked if I could buy back all of my products to sell at the Vitality Show. They said yes, but I would have to go and pick everything up from the stores.
Thankfully the Vitality Show was a huge success!
But it took 2 1/2 years to get the insurance settlement. The loss adjuster told me he was waiting for me to go out of business so the insurance company didn’t have to pay. My reaction to this was Hell No! I call the insurance company and luckily for me the woman who took my call watched me on This Morning and on QVC. I told her what the loss adjuster said and I received my insurance payment within a few days.
In 2010 I discovered my business partner was stealing money from the business. I couldn’t prove it because after I confronted him all the evidence vanished. It took until 2012 to part company for good.
I ran the company on my own until 2014 when I was approached by 2 people I knew well. They wanted to invest in the business and grow it. I was thrilled. But I should have done more due diligence. Although they had business experience it was not in retail. Nor was it in beauty. I discovered in 2017 that they wanted to take the business in a completely different direction. They wanted to aim the brand at a much younger market and use cheeper products. I didn’t want this because the quality of the products was important to me and so was my demographic.
They said they would take over the company and keep my name and that I should just walk away.
Again I said Hell No! So in 2018 I bought them out. I had to borrow the money to do that, I’m still paying it back but it was worth it.
Can you tell us about a time you’ve had to pivot?
One of the biggest pivots I made in business was due to Covid and lockdown. It made me re-evaluate the company’s profit and loss.
I came away from all the shopping channels and small salons because it was not possible to do business in the same way.
I decided to concentrate on the website. Before Covid the website was just a small part of the business. But now it was the main part of the business.
I threw myself into social media, Instagram, Facebook and You Tube doing makeup tutorials etc.
I love teaching and showing women new techniques, that I’ve carefully honed, to make them feel the best them at every age.
When we were in our teens and early 20’s we made ourselves up using techniques to look older, more mature.
Tell an 18 year old you thought they were 25 they take it as a huge compliment.
Say to woman 48 you thought she was 55 not a compliment at all. I show women techniques that will make them look great. 
Contact Info:
- Website:www.arianepoole.com
- Instagram: arianepoole.cosmetics
- Facebook: Ariane Poole Cosmetics
- Linkedin: Ariane Poole
- Youtube: Ariane Poole Cosmetics
Image Credits
1) Platinum Magazine 2) London Fashion Week 3) Making up one of my older models for my QVC show 4) My multi award winning Cruelty Free Vegan Concealer Palette 5) Martin Kemp (Spandau Ballet) and his wife Shirlie (Wham) 6) Fern Britton Presenter & Author on the cover of Woman & Home Magazine 7) Me with British Bakeoff presenter Pru Leith 8) Me on one of my many QVC appearances Woman & Home Magazine Photographer Trevor Leighton All others by me or my team with the consent of the people in the photos. I have a lot more pictures if you would like.