Meet the Creative Director of the world famous Bodyography Professional Cosmetics, Lori Leib. Lori made the trip from the US all the way to South Africa to spend some time talking to us about the makeup brand and also what her thoughts on beauty, skincare and women empowerment are. Lori attended The Fashion Institute of Design and Merchandising for Product Development and spent time as a wardrobe stylist for major celebs such Tom Felton. Her love for makeup lead her to attend All About Face Academy in Los Angeles, receiving a certification in Professional Makeup Artistry.
Lori explains that she feels as if she was born into the beauty industry because she is a third generation beauty professional. She also points out that her dad was actually born here in Cape Town, South Africa.
“There was an anticipation that I would enter into the beauty industry in some way. I’ve just been obsessed with the beauty industry my whole life. I was always that girl with my group of friends that did everybody’s hair and makeup. It also wasn’t just beauty it was also skin care and fashion I was obsessed with. It was the whole package of everything. I’ve been into vintage clothing since I was a little girl. I was always watching what my mom was doing.”
She also explains that she went into the fashion industry originally but found it a harsh and heartless business. So, when her dad approached her and asked her to join the family business she made the switch.
“I then went to beauty school and I realised that the beauty industry is all about sharing tricks and educating one another. Also, it’s about being vulnerable and taking off your makeup and trying something different. That’s when I was like okay I really want to be okay with this.”
Lori also shared her opinion about how makeup can empower a woman and enhance her feelings of self-confidence. Although she encourages the use of makeup, she says that sometimes women choose to hide behind their makeup and their hair. Lori emphasizes that that is not her intention and that her real intention is to help them be the best version of themselves.
“For most women you ask them what they are here for today, what do you want to get out of this day. They normally say, ‘I hate my skin’ or ‘I hate my nose’ etc. And I always say, ‘Great, I don’t really care about what you hate, what do you love about yourself?’ Someone will always have something that they want to change. Bodyography is about speaking the language of beauty from all over the world and that’s our slogan. We want to find out what they love about themselves and enhance that. You don’t want to look like someone else you want to be the best version of yourself. The line itself is quite large, we have 250 individual products but with the complexion side you can tailor it to your needs.”
When asked what being the Creative Director of Bodyography entails she explained that in a family business you are expected to wear many different hats but that her main role in the company is to take the concept of the product and take it to the lab. At the lab, they begin work on the clinical aspect of the product itself.
“We spend days picking the names and finishing off the products. Getting it out into the market and training my sales team. It’s literally point A to point Z. I do absolutely everything and I get my inspiration from women I meet all over the world. I get it from places in the market that I think are missing. I get inspired from random things like a tile or a moment. Being the creative director I get to have the creative side but I also make sure that the product is practical. In other words, is it a good price? We want to have a balance of good quality but also to make it affordable. Our demographic is from 18-80. We try to cater to everyone which is challenging for me but it also makes it really exciting.”
Another great aspect about Bodyography is that they incorporate raw ingredients and import them from around the world to the States. They have also tried to incorporate some African ingredients in their products. They have incorporated Rooibos Tea into one of their foundations and they have also incorporated Maroela oil in their lip products.
“For me, skin is so important especially when you’re young. Your body is going through all of these changes, you’re getting breakouts and you don’t know what to do. I remember when I was at school that all my friends had a problem with their skin and I always say that if they had the right foundation I feel like they would’ve had so much more confidence. They were covering their skin with bad ingredients that make their skin worse. A good-tinted moisturiser and foundation can change the way you think about yourself.”
By: Kriszti Bottyan