Selma Blair Joins Guide Beauty as Chief Creative Officer

Guide Beauty, a collection of makeup tools and products that has reimagined the way consumers apply makeup, has named actress Selma Blair as chief creative officer.

 

Blair will join Guide as a partner and take a leadership role in product and brand development. Combining forces with Guide’s founder Terri Bryant, Blair will help the brand to accelerate its mission to expand inclusivity in the world of beauty through thoughtful, universally-designed products for all. 

 

"We are proud to welcome Selma to the family," said Bryant. "Her devotion to creative expression and advocacy for all people fits perfectly with Guide Beauty’s mission and practice of universal design—when we design with all people in mind, we create the best products for everyone. From the novice to somebody who has challenges with movement or strength and even the professional makeup artist on set, Guide’s products enhance the lives of makeup users everywhere.”

In the prime of her career as a makeup artist and beauty educator, Bryant started to notice stiffness in her shoulder and a loss of dexterity in her hands. Makeup artistry that had been second nature was becoming a real struggle due to the inaccessibility of products that suited her needs. She was eventually diagnosed with Parkinson’s. Empowered by knowledge and a lifelong love of makeup, she partnered with human factors designers and clean chemists to create a better and easier way and a new, more inclusive approach for the beauty industry with products designed for the broadest universe of makeup users. 

 

“As a professional makeup artist, I felt a natural ability that most of my friends, family and clients did not share,” said Bryant. “When that ability shifted due to the onset of Parkinson's Disease, it became so clear that my needs, like so many, had not been considered in the design and development of the products I had always used, so I decided it was time to create them."

 

Blair, who was diagnosed with multiple sclerosis in 2018, shares a similar sentiment. While MS affects movement, balance and coordination, the Guide Wand, she said, gave her more confidence with using pencil liners. A task that felt more like chore made her look forward to doing her makeup with the new Guide tools.
 

“When I first held the Guide Wand, I immediately felt more confident than I ever had with a traditional pencil liner and found myself looking forward to doing my own makeup for the first time in a long time,” said Blair. “Upon meeting Terri, we bonded instantly over our mutual love of makeup and its ability to transform a face and a day. I’m thrilled to join her and Guide to create and advocate for a more inclusive world of beauty.”

 

Today, Guide Beauty also introduces its new makeup brush collection utilizing its patented Guide Ring to steady the hand and make application smooth and easy, as well as its first eyeshadow palette that has been designed with Blair to showcase beautiful, easy-to-wear neutrals for everyday or a special red-carpet moment.

 

In addition to the new launches, Guide’s debut collection, which launched in early 2020 and revolutionized ability-inclusivity in beauty, includes Lash Wrap Mascara and Brow Moment Brow Gel, both featuring the Guide Ring, and the award-winning Guide Eyeliner Duo. The Eyeliner Duo has become the hero SKU among customers, influencers, and media, receiving Allure’s Best of Beauty Breakthrough, ELLE’s Future of Beauty, O, The Oprah Magazine’s O-Ward, and Essence’s Best in Black Beauty, among other awards. The Guide Wand eyeliner applicator is celebrated for its unique, forward-thinking, ergonomically and universally-designed shape paired with the Guide Line pressed-cream eyeliner to make looks like tightlining, waterline application, and even winged liner easy to apply. 

 

All Guide Beauty formulas are cruelty-free, 100% vegan, and formulated without known toxins or harsh ingredients. 

 

Blair, Bryant and the Guide Beauty team are currently developing additional universally-designed makeup products to improve the lives of makeup users and are committed to advocating for inclusive and empowering beauty for all.