When Artists Lead: MUA Power & Product Innovation with Grace Insole

In this episode of Turning Lewks, we’re joined by makeup artist Grace Insole to explore the growing influence of MUAs in shaping the beauty industry from the inside out. We unpack why having artists at the helm of brands—like Lisa Eldridge, Pat McGrath, and Hindash—is changing the game in product innovation, color stories, and artistry-led formulas. Grace shares her thoughts on what sets MUA-led brands apart, the gaps in the market they’re filling, and the dream products she wishes existed. Plus, we get into whether traditional beauty brands are playing it too safe, how social media is driving the new wave of artist entrepreneurship, and what her ultimate dream collab would look like.

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