Beauty: Reggie Wells Named International Creative Director at Hissyfit

Renowned makeup artist Reggie Wells is once again expanding his resume. He has recently been named the International Creative Director of Australia’s beauty brand Hissyfit Hissyfit, the brainchild of Australia’s Olympic gold medalist Louise Dobson and former magazine editor Sue Smethurst, has come to be known for their unique range of beauty products for the face, body, hands, and lips since its inception last year. It is credited as being a highly technological advanced beauty line that is created with the use of Australia’s finest botanical extracts and cutting edge sunscreen technology. Naming Reggie Wells as Hissyfit’s International Creative Director spans from this cosmetic line’s initiative to breakthrough the U.S. cosmetic market and establish itself as serious contender in the color cosmetics industry.

Wells, who served as Oprah’s make-up artist since 1989, is no novice in the cosmetic industry. During his 35-year career, the Emmy Award-Winning makeup artist has transformed the looks of A-list celebrities including Beyoncé, Halle Berry, Brooke Shields, and Janice Dickinson. His work has been showcased on various celebrities and models on the cover of magazines such as O, Essence, Harper's Bazaar, Glamour and others. He also authored the 1998 book Face Painting.

With this new position, Wells will join the ranks of other prominent African-American beauty directors including famed make-up artiste Pat McGrath. McGrath, whom has created sensational and innovative runway beauty looks for the likes of Dolce & Gabbana and John Galliano since the 1990s, has been the Global Creative-Design Director for Proctor and Gamble since 2004.

By targeting the specialty store market and television shopping networks, Wells will be implementing the blueprint for Hissyfit’s American takeover. His product development agenda for the upcoming years includes a signature lip palette, a complete range of multi-use makeup kits called Hissy Kits, and a foundation line aptly titled Saving Face Foundation, which will cater to African-American, Latina, and Asian skin tones amongst other fragrance and beauty products that will launch in the US market.

The incorporation of Reggie Wells’ concept of beauty infused with Hissyfit’s technological advanced cosmetic line is sure to be a beautifying experience for U.S. consumers alike.

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