Lou Teasdale’s close association with a particular boyband means a search of her name on Tumblr renders multiple versions of every photo in which she’s tagged, many the result of numerous Teasdale titled fan pages.
Her celebrity is such that last week’s Shoreditch launch of her debut book ‘The Craft’, was followed by four different Mail Online features; elsewhere the nude coloured heels she wore on the night have received the same ‘get the look’ treatment usually reserved for pop stars.
But far be it for Clash to discredit a whole career on the luck of taming Harry Styles’ curls, as Lou points out on page 71: “There’s no ‘fast track’ to realising your dream. You need to work hard, have a good attitude and be in it for the long haul.”
We should note here also, the Mail story with the biggest buzz was the one focusing on the actual book, shared 2,194 times; Harry and Caroline (Flack) “reuniting” was rewarded with just 177.
“I've always done beauty writing and kept blogs and I think that it was just a natural progression,” Lou tells Clash of her decision to publish. “I specialise in men and haven't done much work with female models for a long time, so I felt I needed to get it all out in a book!”
Sharing a name with the now fashionable 1996 film was no coincidence, as Lou says of her chosen title, “I wanted something that sounded creative but a bit 'culty' as well, so I was looking at some old girly films I used to love and saw ‘The Craft’. It just stuck.”
Split into six key sections such as make-up (featuring ‘the face chizzle’ and ‘smoky, smudgy, greasy eye’) and hair (‘rainbow recipes’ and ‘grunge hair’ included), the latter ‘how to be a make-up artist’ section sees Lou share both the various paths into the industry and what makes a good assistant (read: be punctual, be helpful, and don’t get your phone out if you plan on coming back).
‘The Craft’’s tone however, is young and fun: see “sexy, funky, non bridesmaidy updo” for a prime example. Both text and imagery could have been lifted from the pages of hey day era Sugar, Bliss or J-17 (no bad thing), though Lou suggests this wasn’t strictly intentional: “I didn't really get into magazines until I was a bit older and getting into fashion,” she says.
“I kind of see my style of beauty/fashion journalism as trying to bridge the gap between super cool fashion mags and teeny girl mags. I've tried to keep the trends in there but without it coming across in a pretentious way.”
Alongside her primary role, Teasdale is an ambassador for Fudge Urban, something she’s evidently proud of, having “wanted an ambassador role for ages because I have so many ideas for brands and products. Even through social media.” It helps that she was a fan already.
The aforementioned social media mind, is a game she readily admits playing (to date her Twitter followers top 1.4 million), as she confirms, “I wouldn’t be bringing a book out if it wasn’t for the internet.”
The final page of the book too, features a ‘who to follow’ guide, quite simply a selection of Twitter handles from other make-up artists (her inspirational figures Lucy Bridge and Val Garland top the list), hair stylists, designers and Lou favoured folk; her own handle features on the book’s back cover.
“I think the Internet has changed everything,” she continues. “Things like Fashion Week didn't exist to the majority of the public before. Now it's so easily accessible. Also beauty tutorials can teach someone how to be a really good makeup artist! I remember before the Internet finding it hard to even source cool make-up images.”
Now her own image – as well as plenty of her work – fills the web.
Tumblr, like its counterparts, is another platform Lou indulges in, and for the book it provided her dream collaborator in Faran Krentcil. “I used to re-tumble everything she put online, I was an actual fan! Anyway, when I had the idea for the book it was all illustrated in her style but I didn't think she would actually agree to do it!”
Faran agreed, and resulting aesthetic is the perhaps biggest compliment to Teasdale’s work.
Words: Zoe Whitfield
Photography: Masha Mel/Justin Borberly
The Craft by Lou Teasdale (Hardie Grant, £9.99) is released tomorrow (1st April). You can pre-order a copy here.
Related reads: Alex Brownsell: Bleach At Boots, or perhaps you'd prefer Sharmadean Reid: The WAH Nails Book Of Downtown Girls.