Lori Taylor Davis: "I want everyone to simply look like themselves"

As a millennial who’s gone through multiple phases of obsession with YouTube content creators (beauty included, of course) Smashbox brings back memories of the good old days when I spent my afternoons watching people do their makeup. Just that: putting on makeup. It was the era of primers and setting sprays, cut creases, and matte liquid lipsticks. It was the era of Smashbox, one of the brands most frequently mentioned by beauty gurus in the 2010s. And even though times have changed, the brand never really left. In Italy, it’s exclusively available at Douglas. We caught up with Lori Taylor Davis, the brand’s Global Pro Lead Artist, to talk about Smashbox’s surprisingly practical origins, something not everyone may know.

Lori Taylor Davis, interview with Smashbox’s Global Pro Lead Artist

"Smashbox started as a creative space in Los Angeles, a physical studio where photographers could come to shoot. Some of the biggest names at the time worked there, like Mario Testino," Lori Taylor Davis told us at a café table on one of Milan’s many terraces. "Back then, photo studios were mostly based on the East Coast. Ours was one of the first on the West Coast. New York and Los Angeles: the older sister and the younger one. Control versus chill. Not a bad thing. The studio really shaped the brand: it’s where it all started. David Factor, the founder, needed products that lasted, that wouldn’t interrupt his shoots or break his creative flow. Makeup was a studio necessity, and that’s still true today. Now it’s about enhancing natural beauty and making sure the makeup stays on all day, because that’s what everyone wants: apply it once and forget about it. We were ahead of the game there. When we developed products, we had photography in mind, we advanced technologically along with it. Photos 25 years ago were totally different from now, when smartphones and cameras are everywhere. Technology is in everything we do. For instance, we were the first to create a contour kit." A need-born practicality that turned into everyday ease, for consumers everywhere. "We want to make products that are easy to use, that do a lot and last long. So if someone snaps a surprise pic of you in the checkout line, it’s no big deal," Lori Taylor Davis adds with a laugh.

We started this piece talking about the past. But in the meantime, the beauty world has changed and grown, and it keeps evolving. Every day, trends and microtrends take over our feeds, and the viral product of the moment changes by the hour. "My favorite trend? Makeup that doubles as skincare. It’s been around for a while, but now it’s a must: if it’s not good for your skin, there’s no point in using it. So we’re adding beneficial, nourishing ingredients. And it’s spreading: hair, body... I love it. It’s a synergistic, practical approach. Of course, if you love a full skincare routine, go for it. But if you’re in a rush, just apply makeup and you’re still protected." In short, wellness has to adapt to real life, which is often busy and fast-paced. "At the very least, we can say we don’t have to worry about feeling good in our skin and how we present ourselves to the world. Makeup can be a moment of self care," she adds.

Smashbox is about practicality and everyday life

Speaking of doing just enough to face the day, we asked her what her can't-live-without products are for a flawless base, free of imperfections. "I always start with primer. I need primer, and honestly, everyone does if they want a perfect base. It’s what Smashbox does best: taking care of the base. If your base is solid, you’ll look great and feel confident every day. Of course, foundation comes next: they go hand in hand. For the third step, to keep it natural but still bring out your features, I go for blush. Smashbox just launched a new one in stick format. But it also depends on where you are: people in LA love bronzer and glowing skin. In Italy? I’d say mascara. In Buenos Aires, lipstick, preferably red." Here, the Global Make-Up Artist touches on something fascinating: the social and cultural value of makeup, shaped by school, trends, icons, family, memories, and pop culture references. "The women I admired when I was starting out were the stars of old movies my grandmothers used to watch," she says. "I’m thinking of people like Sophia Loren or Jane Fonda." But cultural differences melt away quickly: "When I’m doing someone’s makeup or giving advice, I tell them: I’m jumping in with you, no matter your vision of beauty, and I’ll help you achieve it, judgment-free."

Which, really, is what a good makeup artist should do. "Makeup artists are at the core of Smashbox," confirms Lori Taylor Davis. "If the founder David Factor were here, he’d tell you he couldn’t have done his work without a makeup artist. I’m personally very involved in product development. If a product can’t be used by a pro or doesn’t allow someone to become their own makeup artist, then it’s not for us. Right now we’re focusing on a concept we call artistry made easy. That doesn’t just mean making it easier for professionals, it means making it easy for consumers, too."

The conversation flows naturally. Next up? Social media, specifically beauty on social media. "Socials have taught everyone who loves makeup that there’s something out there for them. You just have to explore, filter, and figure out what works for you. They give us tons of information - sometimes too much -but also a lot of options. I love when people have their favorite products, techniques, trends, and beauty creators. I want everyone to look like themselves. My job is to show them how to do that, and how to get the most out of a single product, in many different ways." It’s all about understanding who you are, who you want to become, and how you want to present yourself—beyond trends or expectations. Not always easy, especially for younger folks or for people who have traditionally been excluded from the beauty space, like men. "I love that everyone is included—no matter your skin color or gender identity. I love that makeup can also be art, applied across the entire face without worrying about traditional beauty standards. It just makes it more fun. There are no rules—you can do whatever you want." And with this inclusive mindset, Smashbox is making a comeback in Italy, with a focus on innovation. "Beauty can be innovative. Smashbox really believes in that. I see innovation in the hybrid between skincare and makeup, in clean beauty, in being first to start trends—which are always cyclical anyway. For me, innovation comes from drawing inspiration from many sources—art, tech... It’s a constant crossover." Coming up for the brand? Tons of new launches (glosses, powders, liners, contouring products), all aligned with a clear, modern philosophy.

According to Lori Taylor Davis - and by extension, the brand she’s worked with for over 20 years - beauty is whatever makes us feel good. It’s fast, it’s effective, but also uplifting: no matter who we are or what our inspirations are. The focus of makeup, then, shifts: from something you do for others to something you do for yourself, to express who you are. And if you want, you can skip it altogether, because choosing not to wear makeup is just as valid and personal.