Wendy Asumadu (@wendysworld_xox): The Makeup artist using her Ghanaian heritage to inspire her abstract looks

Wendy Asumadu – otherwise known as WendysWorld – is the London based makeup artist pushing boundaries within the beauty industry. We had a chat with Wendy about her favourite products, what inspires her looks and what impact she hopes to have on the wonderful world of makeup.

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Hey Wendy! Could you give us a little introduction into who you are and what you do?

Hello! I’m a Makeup Artist & Content Creator based in London.

We love your makeup looks because they’re always so creative and original. Where would you say you draw inspiration from?

Sometimes I honestly just get some paints and create what I feel. I don’t really plan my looks and I think that’s why they are so unique. I would say my love for bold colours and patterns stems from my cultural heritage in Ghana. The Kente patterns and Dutch wax fabrics are fun and unique and this naturally flows into my work. I studied art from school to university so the abstract paintings, sculptures, and installations I used to see have definitely inspired how experimental my work is.

You must have tons of products! However, if you had to narrow it down to your top three, which products would you choose and why?

I’ve definitely accumulated a lot of products but my top 3 right now would be: Depixym Emulsions – if you’re looking for face paint, they are so pigmented! The staying powder is amazing and it’s also cruelty-free.

NYX Professional Makeup Butter Gloss; everyone needs a gloss in their life, this one comes in so many shades and it’s very affordable too.

And lastly, the Glossier Play Nite Shine is a lovely liquid highlighter that glides onto the skin perfectly. For extra smoothness, mix it with an oil primer first before applying onto the skin.

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What advice would you give other makeup artists trying to find their way in the beauty industry?

Assist, assist, assist! Assisting is one of the best ways to learn how to apply makeup and get further opportunities. I still assist a lot because I want to be the best I can be, so watching established MUA’s work, you can evolve and also discover your own path/niche. If you don’t have that much time to assist, I’d get a job on a makeup counter that allows you to do makeovers. This really helped me learn how to work on all skin tones and types.

Your looks have such an inspirational impact on other artists. What do you hope to contribute to the beauty industry through your work?

I want to show that there are no rules with makeup! Don’t be afraid to be expressive and push boundaries. Makeup doesn’t need to be used to simply conceal but can also be used as an expression of how you feel; it can just be for fun!

I remember reading MUA Raisa Flowers’ comments about not seeing any editorial or avant-garde makeup on black skin whenever she searched on Google or Pinterest. I think it’s crazy that I have to scroll down pages to find that or specify ‘black’ in my search. As much as my work is a genuine exploration of my creativity, I want to produce content that no one has ever really seen before, so in time, everyone can see how creative you can be on black skin, and then eventually, black skin will be at the top of the google search.

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You have recently become a full-time freelance makeup artist, congratulations! What can we look forward to seeing from you in the future?

More content, pushing my creativity as much as possible and enjoying the journey! No pressure, no expectations, just being me. There are also a few things I can’t discuss just yet but watch this space, your girl is going to do some amazing things!

Let everybody know where they can find you online!

You can find me mostly on Instagram: @wendysworld_xox and @wendymakeups_

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To keep up with the amazing artistry of Wendy Asumadu be sure to follow her on Instagram where she showcases her stunning looks.