Lancôme: Lisa Eldridge new creative director

British make-up expert Lisa Eldridge, well-known for her online video tutorials, has been named Make-up Creative Director at Lancôme. 

"It’s an honour to be named Make-up Creative Director at Lancôme," explained Eldridge, who has a huge popular following on social media channels and is widely respected as an industry expert. "We are designing a brand new Paris Make-Up Atelier and I can’t wait to start creating new collections, shades and products, as well as posting the amazing on-line content we have in mind. This truly is an exciting new adventure!" she added.

In fact there's something of a history between Eldridge and the Paris-based beauty brand. Two decades ago, when she was starting out in her make-up career, Lisa worked on the Lancôme beauty counter at the famed Harrods department store in London. 

Later on, Eldridge created her blog in 2009, which involved practical advice and unpretentious responses to real-life questions and situations. Her YouTube channel now boasts over 1 million followers, with her Instagram account boasting a further 236,000 fans, while her celebrity clients and fans include Keira Knightley, Katy Perry and Cate Blanchett, among many others. 

Her new creative director role will see her create new products and collections for the brand based around the concept of 'effortless chic', as well as producing guides and hopefully plenty more tutorials.