If you don’t know who Rokael Lizama is, chances are you have seen his makeup. The Mexican makeup artist’s work can be seen adorning the faces of major celebrities like Beyoncé and the Kardashians.
Products that he uses on celebrity clients naturally sell very quickly, so it is unsurprising that Lizama's Instagram post yesterday, declaring that he used a €9.95 foundation from relatively new Irish brand Carter Beauty, has caused a rush on the product.
Carter Beauty was set up in August 2018 by Marissa Carter, best known for her enormously successful tanning brand Cocoa Brown, which Kylie Jenner endorsed on her Instagram feed in 2016, furthering the brand's significant global recognition.
Lizama used Carter Beauty's Full Measure HD Foundation, a full coverage base in shade Crème Brulée on Kourtney Kardashian for a Keeping Up With the Kardashians Season Sixteen promo shoot, an image of which he posted to Instagram yesterday.
The makeup artist has used the brand on other celebrity clients – he used Carter Beauty €4.95 Supreme Gel Liner to create Ariana Grande’s signature eyeliner look. This level of publicity – which guarantees sales – can come about organically, with a PR putting a product into the hands of a makeup artist.
According to Carter Beauty, they sent Lizama a range of Carter Beauty products, and he chose to use Full Measure HD Foundation on Kardashian for its coverage and lasting power during a long shoot.