Gigi Hadid Makeup Routine: Beauty Secrets Revealed

The Gigi Hadid beauty cabinet has been documented across more interviews than almost any other working supermodel's of her generation, partly because Maybelline New York signed her as global brand ambassador in 2015 and the contract has produced a long series of campaign tutorials, behind-the-scenes coverage, and product collaborations, and partly because Hadid has been candid in interviews that she does most of her everyday and even some red-carpet makeup herself. The Vogue "Beauty Secrets" tutorial she filmed in 2018, the multiple Maybelline campaign films across 2017–2022, and the Vogue cover work that Maybelline's chief makeup artist Erin Parsons has handled across the contract years have produced a more reliable product list than the typical celebrity-beauty profile generates.

The shorter version, before the working detail: the daily face runs on Maybelline contract products (Fit Me Foundation, Sky High Mascara, Brow Drama gel, the Gigi x Maybelline lipstick collections) supplemented by Charlotte Tilbury (Pillow Talk in the eye and lip), MAC (the Velvet Teddy lipstick, the Spice lip pencil), and the broader Augustinus Bader and SkinCeuticals skincare cabinet underneath. The red-carpet work is largely Patrick Ta's, with editorial work split between Erin Parsons, Sam Visser, and (for major Vogue covers) Mark Carrasquillo or Pat McGrath. The hair is Bryce Scarlett's almost without exception, with Jen Atkin involved in earlier-career years. The skin maintenance runs through Shani Darden in Los Angeles and Joanna Vargas in New York, with Dr Lara Devgan's office handling the prescription side.

This piece is the working profile of what is in the cabinet, who is involved in each layer, and how the operating routine actually runs on a non-event day.

The Maybelline contract and what it looks like in use

Maybelline New York named Hadid global brand ambassador in 2015, replacing Christy Turlington in the role she had held since the early 1990s, and the contract has run continuously since with renewals in 2018, 2021, and 2024. The collaboration produced the 2017 Jetsetter eyeshadow palette, the Master Glitter Liquid Liner, the East Coast Glam and West Coast Glow lipstick collections, the Citrus Slice and Warm Honey lipstick shades, and the broader Gigi x Maybelline collaboration line that ran into 2019. The contract's continuing campaigns have used Erin Parsons (Maybelline's chief makeup artist since 2017) as the lead makeup artist for most of the commercial work, with Hadid doing her own makeup for some of the smaller-budget campaign films and Erin Parsons handling the bigger productions.

The products Hadid has named most consistently across interviews as her daily face are the Maybelline Fit Me Matte and Poreless Foundation in shade 222 for the lower-coverage daily option; the Maybelline Sky High Mascara as her stated mascara of record (which she also uses for the campaigns); the Maybelline Brow Drama gel for the brow set; and one of the Gigi x Maybelline lipstick collaborations (most often the Khair shade) for the daily lip. The Maybelline Tattoo Studio Liquid Liner in Pitch Black handles the wing for the days when she wears liner, although her daily face more often skips the liner entirely in favour of a soft mascara-and-warm-cheek finish.

The contract products are supplemented by a steady non-Maybelline product layer. The Charlotte Tilbury Pillow Talk eyeshadow palette runs through her bigger-event eye looks; the Pillow Talk Original lipstick has been part of her stated lip routine since around 2018; the MAC Velvet Teddy lipstick is her stated nude-lip alternative; the MAC Spice lip liner is her daily liner; the Tom Ford Bronzing Powder in Gold Dust is her bronzer of record; the Anastasia Beverly Hills Brow Wiz in Medium Brown is her brow pencil for the days when she needs more definition than the Brow Drama gel provides.

For the broader makeup framework that runs across the working supermodel community, our Cindy Crawford makeup routine profile covers the older-generation version of the same brand-contract-driven beauty operating system.

The Erin Parsons working brief: warm, soft-glow, brow-forward

The Erin Parsons signature on Hadid, which has run across most of the Maybelline campaign work since 2017, is a warm-glow base, soft-shimmer eyes in copper and bronze tones, a strong brow that holds the natural arch position rather than overdrawing it, and a lip that varies between nude-pink (for the daytime commercial work) and the deeper berry-and-brick range (for the evening campaign work). Parsons has been candid across multiple interviews that the look she builds on Hadid is the same look across most appearances because Hadid's facial proportions and the warm-honey-toned skin she has carry the warm-palette beauty work particularly well.

The eye work in the Parsons brief usually runs through copper, bronze, and warm-taupe pressed-pigment shadows, applied with a flat brush and softened at the outer corner rather than blended into a smoky-eye finish. The liner work, when one is used for the commercial work, is a soft pencil smudged into the upper lash line rather than the dramatic wing the brand's Pitch Black liquid liner produces. The lash work runs heavy on the mascara front-and-bottom, with the Maybelline Sky High formulation building enough volume to read across most camera distances without requiring false lashes for the commercial work. The brow gel sets the natural growth in a soft brushed-up shape at the front of the brow, with a brow pencil filling in only the tail.

The cheek work is the part of the Parsons brief most directly associated with the Hadid signature. The brand's Master Bronzer or the Cheek Heat Gel-Cream Blush in the Berry Flame or Pink Scorch shades produces the warm-coral cheek finish that Hadid wears across most of her commercial and daily appearances. The blush is placed high on the cheekbone, with the bronzer dusted lightly under the cheekbone and along the jawline, and the overall effect is the soft-warm-glow finish that the contemporary commercial-beauty market has standardised around since the late 2010s.

The Patrick Ta work, which handles most of the red-carpet appearances (Met Gala 2022 Versace look, the 2024 Cannes appearances, the major awards-season work), runs differently. The Ta signature on Hadid moves the cheek work into the more sculpted bronzer-and-shimmer pattern Ta has built his brand around, deepens the eye work with darker mid-tones and more defined liner, and pushes the lip into the deeper warm-berry range the Patrick Ta Major Glow Lip Shine line carries. The lash work for the red-carpet appearances includes individual false lashes (Ardell Demi Wispies, applied in clusters rather than as a strip), which the daily and commercial face omits.

The Bryce Scarlett hair work

The hair work that has produced the soft-waved, beach-blonde finish associated with most of Hadid's appearances across the past decade is Bryce Scarlett's almost exclusively. Scarlett, who has built his celebrity-hair career through his work with Margot Robbie, Hailey Bieber, Karlie Kloss, and the broader Manhattan-and-Los-Angeles working-model and actress community, has been Hadid's primary hair stylist since around 2017 and has handled most of the Vogue covers, the Maybelline campaigns, the runway work where the show team allows external hair stylists, and most of the red-carpet appearances since.

The Scarlett signature on Hadid is the off-centre side part, the soft-bent waves that fall just past the collarbone, the volume held at the root rather than at the ends, and the kind of structured texture that the Oribe Dry Texturizing Spray and the Ouai Wave Spray (Jen Atkin's brand, which Hadid has continued to use across years partly because of the early relationship with Atkin) hold across the day. The colour work, which has shifted from the natural dark-blonde of her early career through the warmer honey-blonde of her commercial peak to the slightly deeper warm-blonde of her current post-Society Management positioning, is handled by Justin Anderson at Mèche in West Hollywood with periodic gloss touch-ups by Tracey Cunningham at the same salon.

The product layer underneath the Scarlett work includes the Ouai Wave Spray, the Oribe Dry Texturizing Spray, the Living Proof Perfect Hair Day Dry Shampoo, the K18 Leave-In Molecular Repair Hair Mask for the bond-building maintenance, and the Olaplex No. 3 home treatment used roughly weekly. The cut is maintained at a long-layered length with a soft fringe element that varies between curtain bangs (during certain campaign cycles) and the no-bangs framing she more often wears for runway and commercial work. The colour-maintenance schedule runs roughly every eight to ten weeks for the colour and twelve weeks for the cut.

For the broader hair-care framework that runs across the working supermodel community, our model hair care secrets the insiders share covers the broader operating principles.

The skin layer: Shani Darden and Joanna Vargas

The skin maintenance that produces the visible base for any of the makeup work is split between two facialists, with Shani Darden handling the Los Angeles weeks and Joanna Vargas handling the New York weeks. Darden, whose Beverly Hills studio at 320 North Camden Drive has anchored her client roster (Hadid, Hailey Bieber, Jessica Alba, Rosie Huntington-Whiteley, and a long list of working-actress clients) for over a decade, runs the bi-weekly maintenance sessions during the Los Angeles stretches with her signature Texture Reform retinol-based protocol and the in-office microcurrent and LED light therapy that Darden has built her practice around. The Shani Darden Texture Reform retinol serum, the Triple Acid Signature Peel, and the broader Darden Skin Care product line are part of Hadid's at-home cabinet from the West Coast side.

The Joanna Vargas side, which handles the East Coast weeks, runs the Forever Young facial protocol that Vargas has built her business around (microcurrent, microdermabrasion, oxygen treatment, the Twilight Mask). The Vargas Triple Crown facial, the more comprehensive multi-pass version of the same protocol, is the version Hadid books before major appearances and Vogue covers. The Vargas product line (the Daily Hydrating Cream, the Vitamin C Face Wash, the Forever Young Mask) is part of her at-home cabinet from the East Coast side.

The product layer underneath the professional treatments is the Augustinus Bader The Cream (her stated daily moisturiser); the SkinCeuticals C E Ferulic vitamin-C serum (morning); prescription tretinoin from Dr Lara Devgan's office in Manhattan (evening, three to four nights per week); the Tatcha Dewy Skin Cream as the alternate moisturiser for drier weeks; the Tatcha Camellia Cleansing Oil as the makeup-removal layer; and the Supergoop Unseen Sunscreen as the daily SPF. The eye-area routine includes the Augustinus Bader The Eye Cream and the SkinCeuticals A.G.E. Eye Complex on alternating nights.

The pregnancy with daughter Khai in September 2020 produced the temporary suspension of the retinol layer of the routine for the duration of the pregnancy and the early postnatal months, with the cabinet rebuilt around the Augustinus Bader, SkinCeuticals, and Joanna Vargas products that the broader cabinet already included. The maternity-and-postnatal beauty work was handled by Dr Lara Devgan's office in coordination with Hadid's obstetric team, which is the operating pattern the working-model market has standardised since the broader maternity conversation shifted in the late 2010s.

A few quick answers

A handful of reader questions about Hadid's makeup routine recur. The products at the centre of the routine are Maybelline Fit Me Foundation, Sky High Mascara, Brow Drama gel, and the Gigi x Maybelline lipstick collaborations as the contract layer; supplemented by Charlotte Tilbury Pillow Talk eyeshadow and lipstick, MAC Velvet Teddy and Spice lip liner, Tom Ford bronzer, and the Anastasia Brow Wiz for the days when she needs more brow definition; with the Augustinus Bader, SkinCeuticals, Shani Darden, and Joanna Vargas skincare cabinet running underneath. She achieves the dewy-glow skin finish through the bi-weekly facials with Darden in LA and Vargas in NYC, the daily Augustinus Bader and Tatcha Dewy Skin Cream moisturiser layer, the SkinCeuticals C E Ferulic vitamin-C serum in the mornings, the Maybelline Master Strobing Liquid highlighter on the high points of the face, and the consistent SPF discipline that runs through her year-round routine. The routine matters in the broader fashion-beauty conversation because the Maybelline contract has produced one of the longest-running and most successful supermodel-brand collaborations of the past decade, the warm-glow aesthetic Hadid has built her commercial appeal around has reshaped the commercial-beauty conversation across the contract years, and the brand-portfolio operating pattern (contract products as the daily anchor, prestige supplements as the special-occasion layer, professional team running the skin and hair underneath) has become the working template for the rest of her generation.

The shorter version of any of this is that the Hadid face is engineered carefully by a small team of working professionals, anchored by the Maybelline contract that has paid for the maintenance across the past decade, and the engineering is more interesting than the "she does her own makeup with whatever is in her bag" framing the consumer beauty market sometimes uses. For the parallel career profile that documents the broader Hadid commercial framework, our Gigi Hadid fashion career profile covers the operating framework that the beauty work sits inside.