Parisian artist leads E-make-up revolution

Collaborating with artists, musicians and models on Instagram, as well as with some big brands, she has created looks that bloom, shimmer and sprout on the screen.

Spotted: Hopping onto the AR filters craze on Snapchat and Instagram, artists have created eccentric 3D or ‘e-make-up’ looks that you can download to enhance your digital self. One artist at the forefront of the 3D make-up revolution is the Parisian artist Ines Marzat – also known online as Ines Alpha. Collaborating with artists, musicians and models on Instagram, as well as with some big brands, she has created looks that bloom, shimmer and sprout on the screen.

Ines always had a passion for augmenting reality; as a child, she wanted to make everything more fantastical. When she started pursuing her fascination with 3D-tech, she wanted alternatives to the sci-fi world of cars, architecture and explosions, and so combined the two things she loves the most: 3D-tech, and make-up. She has now created a series of filters available for download on Snapchat, and many of her digital make-up creations have gone viral.  

The ultimate goal behind these outlandish looks is to share the photos and videos online. They also play into the idea that everyone has a digital online twin that they can be as creative with as they want.

In October, Ines lent her imagination to Spanish label BIMBA Y LOLA‘s latest #thisisHUMAN collection and has also collaborated with other big brands such as Nike and i-D.