Makeup photography is an art form that focuses on photographing the entire makeup process and experience, not just the finished product. Whether you are shooting for a makeup artist’s portfolio, a commercial beauty campaign, or a bride on her wedding day, this genre demands a careful blend of technical skill and creative vision. The process usually consists of three parts. First, makeup shots can include “before” images, which showcase the subject or model prior to the makeup application. It can also include photos of the actual makeup application. When photographing bridal prep, this second phase usually happens out of sequence as the makeup artist pretends to apply makeup to an already perfectly made-up face. This ensures the bride looks her best on her big day, even during the “prep” phase. Lastly, as you might imagine, makeup photography includes the actual “after” photos when the entire process is complete.
Getting these images right means understanding how light interacts with cosmetics, how to work collaboratively with makeup artists, and how to tell a visual story that does justice to everyone’s work. Below, we will cover everything you need to know to produce stunning makeup photography for any type of client.
Makeup Photography Tips and Guide: At a Glance
This guide covers the fundamentals of makeup photography, from understanding your clients to mastering techniques that produce portfolio-worthy results.
- Who Are Makeup Photography Clients? – Common client types and their needs
- Makeup Photography Tips – Eight practical shooting techniques
- Camera Settings for Makeup Photography – Technical settings for sharp, detailed results
- Makeup Photography Inspiration and Examples – Real-world examples to spark ideas
- Frequently Asked Questions – Common questions answered
Who Are Makeup Photography Clients?
As a photographer, you might be asked to capture makeup photography for makeup artists or their clients. Understanding who you are shooting for helps you tailor your approach, from the types of shots you prioritize to the way you communicate on set.
Makeup Photography for Makeup Artists
Makeup artists create art with every one of their subject’s faces. They use various techniques, such as blending colors together, contouring features and changing the look of lips and eyes to create perfect looks for their models. The process is often quite intricate and detailed, requiring proper lighting, camera settings and control over the finished look in order to achieve perfect results. Makeup artists will likely use these images on their website and social media accounts to attract new clients. For this reason, it is important that photos of their work look incredible.
When working with a makeup artist as your primary client, pay close attention to the details they want highlighted. Some artists specialize in bold, editorial looks with dramatic eye makeup or avant-garde color palettes, while others focus on natural “no makeup” makeup that enhances skin texture and tone. Ask the artist beforehand what aspects of their work they want showcased, and plan your lighting and angles accordingly. These conversations go a long way toward building a strong working relationship and ensuring repeat bookings.
Makeup Photography for Commercial Brands + Concepts
There is no doubt that makeup photography has become an integral part of today’s fashion world. You’ll frequently find makeup photography used in fashion “look books” for designers as well as makeup product ad campaigns. You might also find makeup-centric pics in creative editorial projects that aim to capture specific looks or concepts.
Commercial makeup shoots often come with creative briefs, mood boards, and specific product requirements that dictate the overall direction. The lighting needs to be precise enough to render product colors accurately, which means paying careful attention to white balance and color calibration. If you are photographing a specific lipstick shade or eyeshadow palette, the client will expect the colors in your final images to match what customers see in stores. Shooting tethered to a laptop can be a huge help here, allowing both you and the creative director to evaluate color accuracy in real time.
Makeup Photography for Brides
Bridal prep is an integral part of the wedding day that many brides want photographed. It offers wedding photographers an opportunity to capture candid shots of the bride with her bridal party as they spend their morning together, getting ready (having makeup applied), sharing celebratory toasts, and generally enjoying some “private” time together before the festivities really get going.
Unlike commercial or portfolio shoots, bridal makeup photography tends to be more documentary in nature. You are capturing a real moment in real time, which means you need to work quickly and adapt to whatever environment the bride is getting ready in. Hotel rooms, bridal suites, and even living rooms all present different lighting challenges. The emotional weight of these moments also matters. A bride tearing up as her mother watches the final touches being applied can become one of the most treasured images from the entire wedding day, so stay alert and ready to capture those candid reactions.
Makeup Photography Tips
This unique type of photography requires technical expertise as well as an understanding of how lighting and expressions can affect the look of the makeup. By combining artistry and technique, makeup photographers can produce flattering pictures that make the subject and the product look amazing. Here are some tips from our Photographing the Bride workshop (part of our Wedding Photography Training System) that you can put to use when photographing makeup for all types of clients.
1. Make Sure that Makeup Is Important
This mostly applies to wedding photographers, but it is important to know how much your client values makeup photos. If your client does not really care for prep photos, your time could be better spent focusing on other aspects of the shoot. For wedding photographers, this could mean capturing photos of other details like wedding rings, invites, and the wedding wardrobes while the client gets ready. If possible, you should still snap a couple “fakeup” shots (covered below) for the makeup artist to use. Taking shots that help other vendors provides a great way to build relationships and network within the industry.
A quick conversation during your planning meetings can save you a lot of guesswork. Ask your client directly how important these photos are to them, and if they would like a mix of candid and posed shots or just a few key moments. Some brides want every single step documented from skincare prep to the final lip color, while others just want one or two “getting ready” shots for the album. Knowing this upfront lets you allocate your time wisely on a day that is already packed with must-capture moments.
2. Be Respectful of MUA/Hair Artists
The makeup artist may not be your makeup photography client, but you should still treat them with the utmost respect. The last thing you want to do is walk in and start moving the client or makeup artist’s products around without first consulting with the makeup artist. For example, you might notice a spot with perfect natural light for capturing makeup photos, but don’t assume the makeup artist is okay with the move. Chances are, he or she will gladly accommodate your request, but there might also be a reason the makeup artist chose to place the subject where you found them.
The same holds true if the makeup artist’s station is messy. Ask if they are okay with moving some of their kit out of frame before jumping in and doing it yourself. Again, they want the makeup photography shots to look great as well, so they will most likely work with you to make that happen. Building rapport with MUAs and hair stylists also benefits your business in the long run. These professionals work with clients regularly and can become a reliable source of referrals if you treat them well and share the final images with them afterward.
3. Place Subject in Good Light (If Possible)
The ultimate goal is to make your subjects look their best. This means you’ll want to place them in good light with clean backgrounds whenever possible. If you follow step two and get the makeup artist’s permission to move your subject, try to find a clean area with flattering light that also allows you to move around and capture different angles. Large windows with sheer curtains make great natural light sources, and you can typically find them in hotel rooms. If the natural light on-location doesn’t cut it, consider using off-camera flash, either bouncing off the ceiling or firing through a carefully placed softbox.
One thing to keep in mind with makeup photography specifically is that the quality of light affects how cosmetics render on camera. Hard, direct light can emphasize skin texture and make foundation look cakey, while soft, diffused light smooths everything out and lets the makeup shine. If you are working near a window, position your subject so the light wraps around their face evenly. For situations where the available light is harsh or overhead, a simple reflector or even a white towel can bounce fill light back into the shadows under the eyes and chin.
Check out our Photographing the Bride workshop for more tips on lighting bridal prep, or our Flash Photography Training System for a comprehensive collection of flash photography concepts and techniques.
4. Remember the Storytelling Formula of Wide, Medium, and Tight for Makeup Photography
Like other genres, makeup photography benefits from a storytelling approach. If you recall watching your favorite movies or TV shows, they typically follow a wide, medium, and tight formula. In other words, the scene will open with a wide angle shot to establish the location. Next, the camera will move into a medium shot to reveal the subjects in a scene. Finally, closeup shots allow the viewers to see the subject’s expressions and other details. When you include this storytelling approach in your makeup photography, you make it easy to design effective album spreads and wall art clusters that your clients will appreciate.
In practice, this means starting with a wide shot that captures the entire room or setting, including the makeup station, mirrors, and anyone else present. Then move in for a medium shot that frames the subject from about the waist up, showing the interaction between the makeup artist and the client. Finally, get in close for tight detail shots of the brush touching skin, the eyes being lined, or the lips being colored. These closeups are often the images that makeup artists value most for their portfolios, so don’t be shy about getting in tight with a 70-200mm or even a macro lens for extreme detail.
5. Shoot from His or Her “Good” or Preferred Side
Most, if not all, of your clients will likely have a preferred side, or the side of their face/body that they prefer to feature in photographs. Many people call this their “good” side, but this implies the other side is “bad.” We recommend calling it their preferred side, and you should ask your clients which, if any, side they prefer to feature in photos. This tip applies to all types of portrait photography, not just makeup photography.
If your client is not sure which side they prefer, take a few test shots from both angles and show them on the back of your camera. Most people will immediately gravitate toward one over the other. For makeup artists who are showcasing a specific technique on one side of the face (like a dramatic smoky eye or a particular contouring method), coordinate with them to make sure you are shooting from the angle that best highlights their work.
6. Include the MUA & Hair Artists in Your Images
We mentioned shooting with storytelling in mind earlier in the article. In addition to shooting from wide, medium, and tight (closeup) angles, including relevant “characters” in your scene gives the scene more context and makes for a better picture. When doing makeup photography, the makeup artist plays a pivotal role and should be included in at least some of the shots. Unless your client despises the makeup artist, which is unlikely, he or she will probably appreciate having the makeup artist in the photos. It all adds up to help bring the day back to life when viewing the photos years later.
These collaborative shots also serve a practical purpose. Makeup artists can use them for their own marketing, and when you tag or credit each other on social media, it creates cross-promotional opportunities that benefit everyone involved. Try capturing moments where the artist is focused on their work, their hands in motion with a brush or sponge, as these “in action” shots tend to feel the most authentic and engaging.
7. Do “Fakeup” when Needed
Here is a little makeup photography industry secret. For clients who don’t value the process as much as the final product, “fakeup” (or fake makeup) photos allow you to capture clients looking their best in what appear to be process shots, even though the makeup is actually fully applied. In order to do fakeup photos, wait until the makeup artist has finished applying the makeup, and then have him/her pretend to apply the makeup while you capture a few shots (wide, medium, and tight) of the fake process. More often than not, when you ask the makeup artist to do fakeup shots, they’ll already know what you are talking about. If not, simply let them know what you need.
Fakeup is especially useful in wedding photography when you arrive after the makeup is already finished, which happens more often than you’d think. Rather than missing the opportunity entirely, you can recreate the look of the application process in just a few minutes. The key is to make it look natural. Have the artist hold their brush or sponge near the skin without pressing too hard, and direct the bride to relax her expression as if the process is genuinely happening. A few candid-looking frames captured this way can fill an important gap in the wedding day timeline.
8. Conclude with Headshots
For the grand finale, it is time to show off the makeup artist’s work with beautiful, flattering headshots. You can light these a number of ways, using natural light or flash. At the end of the day, the goal is to highlight the makeup in a flattering way that the makeup artist and your subject will appreciate and want to share.
When shooting these final headshots, pay attention to the details that make or break a beauty portrait. Make sure the eyes are tack sharp, the skin tones look natural, and the makeup colors are accurately represented. A shallow depth of field (around f/2.8 to f/4) works well for isolating the subject from the background while keeping the entire face in focus. If you are shooting for a makeup artist’s portfolio, consider capturing both a full-face shot and a few tighter crops that zoom in on specific features like the eyes, lips, or cheekbones. These detail shots give the artist versatile content they can use across different platforms.
If you’d like more insight into the art of headshot photography, be sure to check out our dedicated workshop on the topic.
Camera Settings for Makeup Photography
Getting your camera settings right is essential for makeup photography because this genre demands precision and detail. The entire point is to showcase the quality of the makeup, so soft or poorly exposed images will not do the work justice. Here are some general guidelines to get you started.
For aperture, you will typically want to shoot between f/2.8 and f/5.6 for individual portraits, depending on how much background separation you need. If you are shooting extreme closeups of specific features (eyes, lips, brows), stopping down to f/5.6 or even f/8 ensures that the entire area of focus stays sharp. Keep your ISO as low as possible to preserve skin detail and minimize noise, as grain can obscure the fine textures of makeup application. In well-lit environments near windows, ISO 100-400 is usually achievable. For shutter speed, stay above 1/125s when shooting handheld to avoid any camera shake that would soften your detail shots.
White balance deserves special attention in makeup photography. Auto white balance can shift colors unpredictably between frames, which is a problem when you need consistent, accurate color reproduction of cosmetics. Shooting in RAW gives you the flexibility to fine-tune white balance in post-production, but setting a custom white balance on location using a gray card will give you the most accurate starting point and save significant editing time later.
Frequently Asked Questions About Makeup Photography
What is the best lighting for makeup photography?
Soft, diffused natural light is generally the best choice for makeup photography. Large windows with sheer curtains create an even, flattering light that renders skin tones and makeup colors accurately. If natural light is not available, a softbox or beauty dish positioned slightly above and in front of the subject produces similar results. Avoid harsh, direct light, as it can emphasize skin texture and create unflattering shadows that work against the makeup.
What lens should I use for makeup photography?
A 70-200mm zoom lens is incredibly versatile for makeup photography because it lets you capture everything from medium portraits to tight detail shots without changing lenses. For extreme closeups of eyes, lips, or skin texture, a dedicated macro lens (such as a 100mm macro) will give you the sharpest detail at close focusing distances. A 50mm or 85mm prime lens also works well for headshot-style portraits when you want a clean, simple setup.
How do I avoid flashback or white cast in makeup photos?
Flashback occurs when products containing SPF or light-reflecting particles (like silica) bounce light directly back into the camera. To minimize this, communicate with the makeup artist beforehand and ask them to avoid products with heavy SPF or HD powders if flash photography is planned. On your end, avoid firing flash directly at the subject’s face. Instead, bounce the flash off a ceiling or wall, or use a diffuser to soften and scatter the light.
What is “fakeup” in makeup photography?
“Fakeup” is an industry term for staged makeup application shots. Instead of photographing the actual application process, you wait until the makeup is fully completed and then have the makeup artist pretend to apply products while you photograph the scene. This technique ensures the subject looks polished and camera-ready in every frame, which is especially useful in wedding photography when you arrive after the makeup is already done.
Do I need to edit makeup photos differently than regular portraits?
Makeup photography does require a slightly different editing approach. You will want to preserve the true colors of the cosmetics, so be careful with saturation and color grading adjustments that might shift makeup tones. Skin retouching should be minimal and focused on removing temporary blemishes rather than smoothing away all texture, since visible skin texture actually helps the makeup look natural and realistic. Always check your edits on a calibrated monitor to ensure color accuracy.
Makeup Photography Inspiration and Examples
Here are some more makeup photography examples to inspire your own sessions. Notice how each image uses different compositions, from tight detail shots of brushes and products to wide environmental frames that tell the full story of the preparation process.
