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Beauty Expert & PicStudio Founder - Iantha Yu

Hi Iantha, Tell us about yourself and what you do? I'm the founder of PicStudio, a boutique agency specialising in bringing fashion, beauty, and lifestyle brands to life through branding,...

  • Hi Iantha, Tell us about yourself and what you do?
  • I'm the founder of PicStudio, a boutique agency specialising in bringing fashion, beauty, and lifestyle brands to life through branding, packaging design, copywriting, website design, and content creation. I previously worked as a Beauty Editor for titles such as Marie Claire Australia and Beauty Crew, and my work has appeared in Women's Health, Broadsheet, Adore Beauty, The Iconic, and Virgin Australia Voyeur, to name a few. 

  • Can you share with us the story of how and why you started Pic Studio?
  • I founded my agency after noticing a quality disparity between magazines and branded content; why didn't e-commerce imagery look exciting on retailer websites, but we were able to capture it in a really beautiful way in a magazine? So, I decided my first task with my agency was to address e-commerce imagery in an editorial manner. 

  • How did you become interested in beauty?
  • I was definitely interested in beauty since I was very young! From as long as I remember (and definitely since primary school), my mum used to take me along to all her beauty treatments including luxury spas all around Asia so I got a taste of what a real pampering looked and felt like. Sometimes my mum would spoil me with a facial while she was getting one as well! As I got older I became more aware of *why* beauty was so impactful - because it can alter how you look, and most importantly, how you feel. There is no better feeling than walking out of a beautiful spa feeling super relaxed and renewed. 

  • What does a typical day for you look like?
  • I like to cram as much as possible in my day to make the most out of it (after all, we only have 24 hours in a day!). I always like to start off with a reformer Pilates class in the morning, which quickly follows with meetings, working on copywriting, budgets and shot lists, or styling a shoot. I am still connected to the Australian beauty industry and get invited to attend brand launches, so I might pop along to a lunch or cocktail event after work if time permits. No day is the same, and that’s what I love about my lifestyle. It definitely keeps things exciting. 

  • You’ve now tried our products. What do you think?
  • The Face Spritz is my favourite! I like to mist it over my skin after showering as an extra hit of hydration before my serum (especially coming into the warmer months), or I might add a few spritzes to my foundation to sheer out the coverage. 

  • Can you share with us your personal skincare rituals at home?
  • I try and keep it super simple for both morning and night. In the morning, I cleanse my face with a hot face cloth to open up my pores, then follow with a face mist, serum and sunscreen. At night, I double cleanse with a cleansing balm and cleansing gel, then apply my serum and moisturiser. The only complicated part about my routine is that I cycle through a retinol and brightening serum, depending on what my skin needs. Easy! A streamlined routine also means that I enjoy every step and it never feels laborious. 

  • Which beauty trends have you tried this year?
  • I’m not a big follower of beauty trends as I know what works for my features and what doesn’t, but I have started reaching for a nudey-pink lip liner more and more lately. There’s something so polished about having an impeccably-shaped pout, and it works well on its own (sort of like a heavy-duty lipstick) or layered with gloss for extra dimension. 

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