This self-taught artist is poised to reshape the brand’s approach to makeup with a focus on diversity and empowerment.
Harold James has been appointed as the new global makeup artist for L’Oréal Paris, succeeding Val Garland. At 37, the self-taught French artist from French Guiana brings a refined, natural yet glamorous style to the brand, emphasizing diversity, precision, and female empowerment. His role will encompass overseeing makeup direction in advertising campaigns and contributing to product development. His inaugural campaign will be for Infaillible Skin Ink, launching soon. James’s debut will include leading makeup efforts at the Cannes Film Festival and L’Oréal’s show during Paris Fashion Week.
James’s appointment aims to invigorate L’Oréal Paris during a sluggish period for the makeup industry, especially in the US and China. Rare among mass brands, this strategic move aligns L’Oréal with luxury brands that feature prominent makeup directors, such as Pat McGrath at Louis Vuitton and Peter Philips at Dior. With a background in political science, James sees makeup as a means to tell stories and amplify voices, blending beauty with culture, cinema, and fashion.
His first products under L’Oréal Paris are expected in two to three years. James will also host makeup workshops at the Cannes Film Festival, where L’Oréal Paris has been an official partner for 28 years. This year, ambassadors Andie MacDowell and Eva Longoria will celebrate their 40- and 20-year anniversaries with the brand, respectively. James’s involvement underscores L’Oréal’s commitment to innovation and cultural engagement in the beauty industry.
