SJ FROOM
International Make-up Artist & Presenter
A bit about me...
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During her school years, SJ discovered her passion for educating women about makeup, finding that beauty inspired self-confidence as she shared tips and tricks with her girlfriends.
At 18, she joined Glauca Rossi School of Makeup in London and later trained with her favourite artist, Jemma Kidd, in 2002. Recognising SJ's talent, Jemma personally took her under her wing as her first assistant, and SJ eventually became the Chief Makeup Artist at Unlisted London.
In 2006, SJ joined bareMinerals, drawn to the award-winning brand's unique approach to beauty. As an International Makeup Artist, she brought the brand to life through TV presenting, global press events, editorial photo shoots, television campaigns, radio campaigns, and voiceovers, enjoying the opportunity to educate and inspire women worldwide.
In 2019, SJ took a leap into freelancing to focus on her own projects. Since then, she has collaborated with various beauty brands on QVC UK, dedicated time to her social media, and participated in London Fashion Week and freelance photoshoots.
Throughout her career, SJ has worked with celebrities such as Meg Mathews, Emma Forbes, Naomi Campbell, Sadie Frost, Sophie Anderton, Alexa Chung as well as Jemma & Jodie Kidd. She also brings her skills to high-profile photo shoots with photographers including Rankin and Terry McGough, as well as supporting advertising campaigns, television shows, films and best-selling magazines. SJ has great relationships with beauty directors and editors and often works closely with with Nadine Baggott, Inge Van Lotringen, Bridget March, Alessandra Steinherr & Fiona Embleton.
SJ’s talent and experience extends to the fashion industry too where she has worked with Vivienne Westwood, Chanel, Graff, Madame V, Chloe and Ralph Lauren. As lead artist at London Fashion Week for the Mark Fast Catwalk shows, SJ created the SS14 and AW14 looks for Marks runway models using bareMinerals products.
SJ’s huge enthusiasm and passion for beauty underpin her shared vision with bareMinerals: to make a positive difference in women’s lives.
