NEW YORK — He’s officially not in Kansas anymore.
This week, Maybelline New York announced it has signed Troy Surratt as its consulting makeup artist, a newly created position. The multiyear deal, which is global in scope, will encompass both shade direction and product development. Although the details have yet to be hammered out, Surratt also will function as a spokesperson.
A former protégé of the late Kevyn Aucoin, Surratt is considered a rising star in makeup, particularly on the celebrity front. He has worked with a wide array of personalities, from Mandy Moore, Hilary Swank and Julia Stiles to Maggie Gyllenhaal, Pamela Anderson and Thalía.
“The challenge was finding someone who really met up with the brand’s needs,” said Cheryl Vitali, senior vice president of marketing for Maybelline New York-Garnier. “We’re this huge, American, iconic brand, and the diversity of women we appeal to is critical to our success. So we needed to find somebody who had not only made a name for themselves and had done stunning work in the area of makeup artistry, but who could actually translate that for American women of all ethnicities and socioeconomic backgrounds. Troy’s from the Heartland but has obviously been quite successful as a New York-based makeup artist. So he understands how to translate that amazing New York style right back out there.”
Karen Fondu, president and general manager of Maybelline New York-Garnier, echoed Vitali’s sentiments. “We’re looking forward to collaborating with Troy to inspire trends that make a real difference in the mass arena,” she added.
Raised on a Kansas farm, Surratt cut his beauty teeth at the Lancôme counter in Topeka. Later, he obtained a degree in apparel design from New York’s Fashion Institute of Technology, and worked at both DKNY and as an assistant to Randolph Duke.
Eventually finding himself more intrigued by the makeup on the runway than the clothes, Surratt returned to his first love. In fall 2000, he and partner Maureen Kelly launched the indie brand Tarte, a girly makeup range packaged in lavender “pleather” that was an instant hit with beauty editors. By spring 2001, however, citing his desire to return to celebrity and editorial work, Surratt packed in his corporate duties.
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Surratt said he feels the Maybelline move was a natural next step in his career. “I love working with women,” he said. “And to bring all the tips and tricks and my knowledge of color to women everywhere — on a global level — was really appealing to me. I’m also excited to use my knowledge of product development and texture again.”
While he intends to keep up with his celebrity work, Surratt is diving right into his new role. “We’re shooting Josie Maran and Quiana [Grant] on Monday,” he said, referring to two of Maybelline’s top faces. “I’m very psyched about that.”