Korean makeup artist Minseok Choi feels a resistance against the idea that beauty is fixed or absolute. She prefers discovering new forms of beauty through alternative perspectives and creating work that makes people feel something unfamiliar, while at the same time finding joy in observing what society currently deems beautiful.
Choi finds inspiration in unexpected harmony—specifically in something that appears awkward at first glance, where seemingly unrelated aspects come together. These moments, she explains, “reveal something beautiful when observed more deeply.”
She is one 75 international makeup artists featured in Blush: Contemporary Makeup Artists the first global survey to celebrate bold, radical, and inspiring work as nominated and chosen by industry experts – from magazine editors and stylists to curators and art directors.
Over its 250 plus pages, Blush: Contemporary Makeup Artists. reveals makeup as empowering, a means of experimentation, reinvention, provocation, disguise, and protection.
The makeup artists in the book come from 35 different countries and are a mix of established names such as Lisa Eldridge, Charlotte Tilbury, and Sir John as well as emerging talent like Sean Brady, Raisa Flowers, and Oh Seong Seok.
Makeup can be ‘barely there’ or transform someone’s appearance entirely. And in the hands of the finest practitioners, it can traverse into a whole other fantasy land. Take .for instance the work of Minseok Choi.
Behind the scenes of the cover shoot for Dazed Korea, May 2023
© Choi Minseok
Born in Seoul, South Korea, where she continues to be based, Choi began working in makeup in 2015 and has worked with clients including Facebook, Tinder, TikTok, Samsung, and Louis Vuitton; bands XG, Twice, Itzy, Aespa, and Seventeen; and magazines such as Re-Edition, Schön!, i-D Japan, Vogue Korea, and King Kong.
In her work, Choi approaches makeup on an emotional level. “Every color emits a different frequency and resonates differently. Some evoke anxiety or sadness, while others bring joy or calm,” she says.
Personal project, 2023 © Choi Minseok
Like many of the makeup artists in Blush, Choi brings a very forward-thinking approach to her work. In her case she wants to challenge existing beauty ideals in Korea and propose new perspectives. The images she collaborates on are otherworldly. Eyes are airbrushed, corneas become bright blue or red, and lips are encrusted with gold foil. In one look, iridescent slime covers the model’s face.
“I’m always exploring new materials. I visit SFX [special effects] shops, art supply stores, even stationery shops in search of textures and products that feel fresh. I also make a point of exploring new products whenever I travel, because each country offers different formulations and tools. I use airbrushing when I want to avoid brushstrokes and enjoy mixing products to create entirely new colors and textures that aren’t available. There’s a thrill in making something unpredictable,” she says.
“Each work I make is a crystallization of all my influences but also a snapshot of who I am in that exact moment. I change every day, and so does my energy.”
Take a closer look at Blush: Contemporary Makeup Artists.
