Vimi Joshi Talks DIFF and S/S 09 Make-up Trends

When people ask Vimi Joshi where she lives, she quickly responds with, "Emirates Airlines, seat 7A." As senior make-up artist, India and Middle East, for M.A.C Cosmetics, spending most of her life airborne is just one of the perks of an already fascinating job.

However, Vimi will be in her hometown of Dubai this week, working her magic on the stars at the 5th Dubai International Film festival (DIFF). In previous years, Vimi has worked on Richard Gere, Oliver Stone and Albert Brookes. (Yes, gentlemen also wear make-up, Vimi informs us, but it's not so much mascara as mattifying powder to take off the sheen when they are under the lights.)

"This year, among the stars who have confirmed their appointments are Sonam Kapoor and her sister Rhea. Sonam is a dear friend, always open to experimentation, and possibly the star I have made up the most. I also worked with the cast of Slumdog Millionaire at the Toronto Film Festival and I'm excited to meet them again at DIFF," says Vimi, settling down in a soundproof M.A.C green room tucked away in the brand's store in Mercato Mall.

"What's so great about DIFF is that you can go over the top with make-up. One can be creative, because the stars want more: You can bring out the crystal, the glitter, the lashes, and its full-on glamour — especially with the Indian and Middle Eastern celebrities," she exclaims.

Among Arab film stars, Vimi has worked with the likes of Yousra and Leila Aloui. Hollywood stars, though, prefer to keep it relatively natural and usually opt for a little bronzer and/or nude make-up. "They want to look like themselves," Vimi explains.

M.A.C has two services lined up for the stars, invitees and guests at the festival: a make-up suite at the Al-Qasr Hotel and on-call appointments for A-listers, who prefer a personalized session in the privacy of their suite. When on call for en-suite appointments, a make-up artist never knows who is going to ring them up or just drop by. On other occasions, an artist could spend most of a day making sure a single celebrity looks perfect for a series of media engagements. During DIFF, on-air talent and guests can get their make-up touched-up at a dedicated lounge, located in the media centre at the Madinat Jumeirah.

Frequent flyer

Joshi also travels to the international fashion weeks in London, New York, Milan and Paris. For a month each year, she works with some of the top make-up artists in the world, the likes of Charlotte Tilbury, Val Garland, and Tom Pecheux, "keying" in the look on the most famous runways in the world. "I lay out the products for make-up artists to use. Thus we are able to test products backstage for a month during the fashion weeks. These are followed by recap meetings, where we give enormous amounts of feedback. M.A.C listens to us, and then a collection is launched."

Despite Vimi's cover-girl looks, she prefers being behind the scenes. "Being a celebrity is not an easy job, with the world watching your every move. To bring that amount of glamour, attention to detail and perfection, each and every day — hat's off to them!" Of her looks, she confesses she needs an hour to get ready every day. "Being part of the beauty industry, it's only natural that you take care of yourself. And when you do something so regularly, it is a habit. I need that hour-long ritual of getting ready."

Along with another senior M.A.C make-up artist, Mickey Contractor, Joshi has spent the last year creating four foundation and concealer shades (NC41, 42.5, 44.5 and 46) specifically for Indian and Middle Eastern skin tones. "The most common make-up mistake I see is women going for a foundation lighter than their skin tone," Vimi says. Especially now with the trend for organic, earthy and natural tones, a look based on lighter foundation can appear dated.

"Make-up is extremely personal and you need to celebrate your own individuality. Through the power of make-up, you can recreate yourself every day. If you want to try something, go ahead and do it — it's only make-up, it can be washed off! I would urge women to have fun with it."

Born in Uganda, Vimi grew up in a traditional Indian family that immigrated to England in 1972. "For my parents, my career options were limited to doctor, lawyer, accountant or marriage. I started working in the medical industry and soon enough realized my heart and soul were not in it." In her early 20s, she moved to London and bumped into a group of friends who were part of the music industry. On weekends, she hung around the sets of pop music videos, as a background dancer.

"I was fascinated with the make-up artists who came in on the sets. Through the power of some products and a brush, they were able to transform people. Not only was there a physical transformation, but also a radical personality shift that happened before my eyes," Vimi recalls.
When she told her family that she wanted to be a make-up artist, her mother gave her one year to prove herself.

Vimi built a successful career in that year, working on celebrities and pop stars. Invited by Shaikh Majid of the Kuwaiti ruling family to advise on a newly opened chain of make-up stores, she then moved to the Middle East. "It was supposed to be for just three months. Now, 12 years later, I am still here!" she laughs.

Seventh Heaven

Vimi says she felt like a child in a candy store when she saw what Arab women liked. "It was all ‘more is more,' with lots of color and texture. I was in seventh heaven!" She moved to Dubai in her current role, finally getting to see her country of origin on a shoot for M.A.C.

So what has she learned in the 13 years of practicing her craft? "When I started out, I used to approach make-up with the feeling, ‘I have to show you how much I can do!' I think I have learned to respect everyone's needs," Vimi muses.

"After all, I am there to inspire and make you feel beautiful, and your perception of beauty may differ from mine. Sometimes just a little mascara is enough for someone to feel like a goddess. Along the way, I have learned to listen, to respect people's needs and their limitations."

Vimi Joshi would love to M.A.C-over…

• Amy Winehouse: I love her look. She's really brought back eyeliner with a vengeance, becoming a bit of a beauty icon. While working backstage with Mickey at the Delhi Fashion Week, we had so many designers requesting the Amy Winehouse eyeliner. More power to her!
  
  
• Rakhi Sawant: I think she is open to experimenting with her look as well and is not afraid to be who she is. I love her no-holds barred attitude and the fact that she celebrates who she is. With her, I would go full out on the glamour — with sparkles and lashes.
  
  
• Aishwarya Rai: To me, she is the most beautiful woman in the world. It's my dream to work with her someday. I'd keep her look really classic – beautiful skin, glossy lips and make-up based around her beautiful eyes just shining through.
  
  
• Samantha Ronson: She's a bit androgynous. With her, I'd keep the make-up really natural and minimal – groomed brows, a bit of mascara and gloss, that's it.
  

Famous faces Vimi Joshi has worked on:

Richard Gere, Kurt Russell, Oliver Stone, Albert Brooks, Trudie Styler, Steven Tyler, Dita Von Teese, Rachel Hunter, Amitabh Bachchan, Gurinder Chaddha, Helen, Asha Bhosle, Vidya Balan, Bipasha Basu, Mira Nair, Deepa Mehta

The look 'du jour'

The biggest trend we are about to see in the coming months is a whole lot of nothing. It would seem there is no make-up on, just beautiful skin — the kind that looks straight out of the pages of a fashion magazine," says Vimi.

"It's achieved using techniques that contour and highlight the skin. People are going to pay more attention to hydrating, priming, contouring and sculpting. Beautiful skin is the best canvas; you don't need more products after that."