For those of you looking for the next makeup trend, consider pulling inspiration from Shaina Ehrlich. In her most recent creative undertaking, Ehrlich collaborates with five models to create looks uniquely suited to each of them. From her characteristic fluffy brows to Twiggy-inspired lashes, the looks showcase new techniques that are sure to shake up the makeup industry (and your winter makeup routine). 

“I really love a defined eyebrow, clean skin and a tiny brown kitten liner with a pop of cream highlighter in the inner corners of the eye,” Ehrlich tells V. “I think the winter will bring monochromatic makeup looks, soft matte skin with rosy cheeks and lips.”

If you’ve flipped through the pages of Elle or Teen Vogue recently, it’s very likely you’ve come across the work of Shaina Ehrlich. Over the past couple of months, Ehrlich has quickly become an editorial favorite, racking up multiple magazine credits with her beautiful makeup looks. And she’s got quite the track record to show for it, collaborating with everyone from TikTok superstar Eric Sedeno and budding artist Jaiiy Moses to emerging model Jordan Underwood. And with every client, she takes on, Ehrlich shares that she aims to make everyone feel confident in their own skin.  

 “I always always always want my talent, model – whoever is in my chair to feel comfortable and l hope they feel beautiful and confident,” she says. 

At the heart of Ehrlich and everything she does, is someone who’s deeply in love with New York. With that effortlessness that often comes to characterize New Yorkers, Shaina embodies that in her work. Crucial to Ehrlich’s practice is the embrace of the bare face. With subtle sweeps of foundation and quick swashes of color, Ehrlich enhances natural beauty with her looks: “I love to focus on the models’ features, enhancing them in a subtle way so they feel like
themselves.”

Ehrlich talks more about natural beauty, her new project and what’s it’s like collaborating with fellow creatives. Plus, she even shares some beauty predictions for the coming months below. 

V MAGAZINE: Thanks for chatting with us Shaina. I’m curious about how you first got into makeup. I read that you started apprenticing under Dave Bova. Can you talk about that experience?

SHAINA EHRLICH: I first got into makeup because of my grandmother, she is my biggest supporter and has always pushed me to work hard for what I want. My grandmother is an actor so growing up I watched her transform herself every time she went on stage and I loved watching that process. She always enhanced her natural beauty and it made her confident enough to go out on stage…which is not an easy thing to do! That’s exactly what I want each time I work with someone, I want them to look and feel confident enough to do anything.

My grandmother introduced me to her good friend Wig & Makeup designer, Dave Bova. We immediately clicked. I learned so much and am beyond grateful for the experience I had working with him.

V: What was something you took away from that experience?

SE: I learned so much. I think my main takeaway is to always be myself and to follow my dreams, to work hard and do what you love.

V: What is it about makeup that gets you excited? What made you want to pursue it?

SE: My favorite part about makeup is getting to know the person I am working with. I love to talk and meet new people. I learn something new every day and am forever learning.

Doing makeup feels so natural to me. I always knew I wanted to be a makeup artist. Growing up I would steal my grandmother’s lipstick out of her purse and I would put it on and kiss all the walls in the house… she was never happy about the clean up but I think deep down she knew I was going to be a makeup artist. Definitely a full circle moment.

V: For this shoot, what was the inspiration behind the looks?

SE: The inspiration was all about skin and 90’s glam.

V: How would you describe these looks you created?

SE: I would say these looks are grungy but also pretty and soft at the same time.

V: How did you draw from the models’ personalities when creating the looks?

SE: I love asking my talent if they normally wear makeup, what products they use, etc. I always give a flawless complexion. Getting to know someone always sparks something inside of me and I just do what flows naturally… random ideas will always pop into my head when I’m working with someone so I usually let my hands do the work.

V: I’m really drawn to the lash extension look that has full lashes on the top and bottom of the eye. Can you tell me how that look came to fruition? Were you inspired by anything? 

SE: I am forever inspired by Twiggy and Sara Fowler. Fowler has beautiful round eyes and I thought the look would compliment them nicely. I am very inspired by 60’s glam so that’s what inspired this look, I think I gave it more of a modern twist as the skin is still fresh and dewy.

V: I’ve also read that the process of creation is very collaborative for you – how does it work between you and the modes/designers?

SE: I love collaborating, feeding off of other people’s ideas to create something really special. Communication is key when it comes to collaborating with other people so I am always happy to hop on phone calls prior to shoots and contribute to the mood boards with what inspires me.

V: These looks are pretty natural – would you consider that a trademark of your work? How would you describe your makeup style/aesthetic?

SE: I love to focus on the models’ features, enhancing them in a subtle way so they feel like themselves. I love skin and I love a fluffy brow. I don’t like to cover too much. My work is clean and sharp.

V: With every look you create, what is your aim? What do you hope your looks do for the person wearing them?

SE: I always always always want my talent, model – whoever is in my chair to feel comfortable and l hope they feel beautiful and confident.

V: What’s a makeup trend you’re loving right now? And what’s one that you predict will be big for the coming months?

SE: I really love a defined eyebrow, clean skin and a tiny brown kitten liner with a pop of cream highlighter in the inner corners of the eye – super chic and elegant. I think the winter will bring monochromatic makeup looks, soft matte skin with rosy cheeks and lips.

V: In terms of the beauty realm, what do you think the future of the industry will look like?

SE: I think the beauty industry is forever evolving. Becoming more inclusive and more accepting. It’s really exciting being able to work with so many talented people from all walks of life.

To find more of her work, click here.