Beauty Illustration with Susan Hassmann

Beauty illustration offers brands a flexible and precise way to convey content visually whilst establishing a distinctive visual language. In our interview, Susan Hassmann shares insights into how illustration can be used strategically and the added value it brings to brand communication.

Beauty illustration is a very specialised field of illustration. How did you get into this area?

I’ve always enjoyed creating aesthetically sophisticated, ‘beautiful’ illustrations – in other words, work that focuses heavily on detail, a sense of colour and a certain elegance. Beauty illustration fits the bill perfectly.

My entry into the field was rather organic: I received my first commissions in this area, presumably because my visual style struck exactly the right aesthetic chord. The work was well received, and this led to further commissions.

So, beauty illustration has gradually become an integral part of my work. At the same time, I see it as just one of many areas of expression. I’m interested in not standing still visually, but in exploring and developing different themes, moods and stylistic approaches.

What fascinates you about the combination of illustration, beauty and cosmetics?

I’m personally fascinated by beauty and cosmetics – I’m interested in products, colours and textures, as well as their effects. The industry relies heavily on aesthetics, detail and presentation, which is exactly what appeals to me about illustration.

For me, the combination of these two fields is a perfect match: illustration can visually translate and interpret the sensory quality of beauty. It’s not just about depicting something, but about conveying a mood, a feeling or an idea of beauty.

This blend of precision and artistic freedom is what makes this field particularly exciting for me.

The role of illustration in the beauty sector

What role do illustrations play in the beauty and cosmetics industry today?

Illustrations fulfil a wide range of functions in the beauty sector. Traditionally, they are used for face charts or step-by-step tutorials to convey make-up application techniques in a clear and concise manner. Furthermore, they play a key role in animation and content creation, as they are versatile and can be tailored precisely to a brand’s style. They also give products their own visual identity in packaging.

Another important area is their use in sensitive contexts, such as skin-related topics or medical content. Here, illustrations help to present information in an understandable way without putting people off with overly direct photographic depictions.

It is precisely this breadth that makes illustration so relevant in the beauty industry: it combines information, aesthetics and interpretation.

Where do you see the greatest added value compared to photography?

For me, the greatest added value lies in the deliberate creative freedom it offers. Whilst AI and digital tools also open up enormous possibilities in photography, illustration always stems from a clear artistic decision.

Every line and every shape is deliberately placed. This creates a very distinctive, independent visual language. In the beauty sector in particular, illustration can convey a clear message and break away more effectively from visual trends.

For me, therefore, illustration is not an alternative to photography, but an independent visual language with direct artistic expression.

In what contexts are illustrations particularly well-suited within the beauty industry?

Illustrations are particularly well-suited wherever aesthetics, clarity and a distinctive visual style are required.

In packaging, for example, they can give a brand a strong, recognisable identity and add an emotional appeal to products.

Illustrations are also very helpful in the realm of tutorials – such as step-by-step guides or face charts – because they can distil content whilst conveying it precisely. They show exactly what is important without being visually overwhelming.

In the editorial sphere, they open up entirely different possibilities: here, they can interpret themes, convey moods and tell stories.

It is precisely this versatility that makes illustration so exciting in the beauty context – it can inform, showcase and, at the same time, establish a visual language all of its own.

Face Charts & Beauty Visuals

Face charts are a classic tool in the world of make-up. How do you approach designing such illustrations?

For me, it always starts with the question of purpose: what is the aim? When it comes to showcasing a new make-up trend, I usually work with a fairly neutral face chart. This keeps the focus clearly on the make-up itself, without the face shape or individual features distracting too much from it.

However, as soon as it comes to explaining techniques – for example, for different face shapes – the design becomes more specific. Then it is important to develop different face charts specifically designed to highlight these differences and serve as a basis for clear instructions.

What is key to ensuring that a look is conveyed clearly and effectively in an illustration?

To convey a look clearly, simplicity is paramount.

It’s about consciously setting the focus and highlighting only those elements that truly define the look.

Precisely placed details – such as colours, textures and lines – ensure that the message remains clear without overloading the image.

For me, it’s always a balancing act between clarity and artistic interpretation.

How do you ensure that an illustration remains both aesthetically pleasing and functional?

For me, this balance stems above all from clarity of purpose: right from the start, I consider what the illustration is meant to achieve – should it explain, inspire, or both?

Aesthetics must never come at the expense of clarity. At the same time, I try to design functional content in such a way that it remains visually appealing. This often means consciously simplifying things, whilst working out the crucial details with great precision.

I therefore do not see aesthetics and function as opposites, but as something that reinforces each other – a good illustration works precisely when it combines both.

Step-by-Step Tutorials

Many beauty illustrations explain make-up application step by step. How do you develop such tutorials visually?

When developing step-by-step tutorials, I mentally walk through the entire make-up process – almost as if I were applying make-up to myself. This creates a natural sequence in which each product has its own clearly defined step. The same applies to hairstyles.

What are the typical challenges when illustrating individual make-up steps?

The order is crucial: which product is applied first, and what builds on that? At the same time, consistency plays an important role – whether a product is gel-like, creamy or powdery influences how I depict it visually.

Another important aspect is the tools: are brushes, sponges or pencils used? This also feeds into the illustration, as it helps to make the application process easy to follow.

How do you decide how detailed an illustration needs to be to remain understandable?

It must be clear and logical enough for the process to be intuitively understandable – whilst remaining visually appealing.

Precision & Style  

Beauty illustration often straddles the line between precise information and stylistic interpretation. How do you strike the right balance?

I find the right balance primarily through context: I always ask myself first how much information the illustration should convey – and how much creative freedom is possible within that.

If the focus is more on conveying information, I work in a more precise and minimalist style so that everything remains clear and comprehensible. If there is more room for interpretation, the illustration can become freer, more expressive and more stylistic.

For me, this isn’t a contradiction, but rather a tension within which the illustration operates. The challenge – and at the same time the exciting part – lies in combining the two in such a way that neither the message nor the artistic quality is lost.

What techniques or tools do you prefer to use to depict skin, textures or make-up effects?

As I work mainly digitally, I primarily use various digital brushes, which for me function almost like traditional, analogue tools. Over time, many of them have become a permanent fixture in my brush collection.

Depending on the effect, I select specific brushes – for example, for soft transitions, finer lines or more textured areas such as shimmer, gloss or powdery surfaces.

For me, it’s not so much the individual tool that matters as its conscious use: much like in analogue painting, the effect is created through the interplay of technique, intuition and experience.

Collaboration with beauty brands

What information do you need from clients to recreate a look or technique correctly?

To recreate a look or technique correctly, clear and precise information is absolutely essential for me.

If it’s a new or specific technique, I need a detailed description of the process – in other words, how it’s applied, in what order, and which products or tools are used.

When it comes to the look itself, colour plays a central role. Colour nuances, contrasts and desired effects should be defined as clearly as possible so that the illustration conveys the intended effect.

The more precise the initial information is, the more precisely I can work – and the more harmonious the final result will be.

What are the biggest challenges in beauty illustration?

For me, the biggest challenge lies in the high aesthetic standards: an illustration should idealise without appearing unrealistic – whilst still retaining its own clear visual language.

Are there any details – such as skin tones, light reflections or textures – that are particularly challenging?

Yes, in fact it is often precisely these subtle effects that are particularly challenging – especially the so-called ‘glow’ or highlighter.

Live illustration in the beauty sector

What role can live illustration play in the beauty sector?

Live illustration can work particularly well in the beauty sector because it thrives on aesthetics, experience and a personal touch.

Especially in perfumeries or at events, this can create a very special moment for customers: the illustration takes place right there on the spot, is personal and creates an immediate connection. Visitors become part of the creative process and, ideally, take away not only a visual memory but also an emotional experience – often linked to the product itself.

This is equally exciting for beauty brands because the brand’s aesthetic is not merely displayed but can be experienced live. Illustration in a beauty context takes place in the moment and creates a direct, authentic interaction with the target audience.

Beauty trends

What trends are you currently noticing?

At the moment, I’m mainly seeing an exciting mix of minimalism and expressiveness.

On the one hand, there are very natural, ‘skin-focused’ looks, such as ‘Glass Skin’ in Korean cosmetics.

Influenced by many celebrities, I’m increasingly seeing the no-make-up look, combined with a subtle glow.

On the other hand, however, there are still bold, colour-intensive accents, for example on the eyes or lips.

And last but not least, I’ve noticed that – particularly as a counter-movement to AI-generated images – a very deliberate, ‘hand-drawn’ aesthetic is gaining in importance. In other words, illustrations where the artistic decision and individual style remain clearly recognisable.

Is illustration becoming more important in the beauty sector?

Today, content needs to be quick to grasp, visually striking and, at the same time, versatile – and that is exactly what illustrations do so well.

New opportunities are opening up, particularly in the fields of animation and social media: illustrations can be animated, adapted and tailored to different formats without losing their visual identity. Animated illustrations, in particular, are being used more and more because they capture attention and convey content in a more lively way.

At the same time, the volume of visual content is growing enormously thanks to AI and digital tools. This makes a clear, distinctive visual language that stands out and remains recognisable all the more important.

I therefore see illustration not merely as a complementary medium, but as a central component of modern beauty communication – particularly in the digital sphere.

A look into the future

Which applications do you find particularly exciting?

Animated tutorials don’t just make illustrations appear static; they also allow processes to be presented clearly and in a way that’s easy to follow – for example, how a product can be applied. The movement helps to convey the content even more intuitively.

It’s a lovely idea that this extension of illustration becomes a medium that moves, reacts and thus enters into dialogue with users.

Your dream project?

A dream project would be to create illustrations for an entire beauty range – from the individual products right through to how they’re used.

I particularly like the idea of developing a consistent visual language that runs through all areas: packaging, campaigns, tutorials or digital content. A kind of common thread that visually defines the brand and creates high brand recognition.

It is precisely this long-term, consistent collaboration that I find exciting – because here, illustration is not merely used as a supplement, but becomes a central component of the brand identity.

If you’d like to take your visual communication in the beauty sector to the next level, we’d love to discuss it with you. In a free consultation, we’ll show you possible approaches and ways to unlock your brand’s potential.