In Gucci Westman's bathroom

“I’m Gucci Westman, a makeup artist for over thirty years and the founder of Westman Atelier. I’ve spent most of my career working on editorial shoots, fashion shows, and celebrity makeup. What has always fascinated me is creating beautiful, fresh, and luminous skin—skin that looks alive. It has become one of my signature looks. I grew up in Sweden and have always been a vegetarian. That upbringing instilled values in me that are still very dear to me today: well-being, simplicity, and a love for a job well done. They continue to influence everything I do.”

At age 23, I left Sweden for Paris to train as a makeup artist. That’s where I learned to work with stick products. They’re quick to apply, easy to layer, and blend seamlessly with the rest of the makeup. Today, they’re an integral part of Westman Atelier’s identity. After Paris, I moved to Los Angeles and got my start in film makeup. Then life took me to New York. I was fortunate enough to cross paths with Grace Coddington (editor’s note: former creative director of US Vogue), to whom I owe a great deal. Thanks to her, I’ve been able to create some of Vogue’s most iconic covers and fashion spreads over the past twenty years.

Later, I became Lancôme’s International Creative Director, an incredibly rewarding experience. I learned a great deal about product development and what it truly takes to create beauty products on a large scale. I loved working with the laboratories and coming up with new formulas, but that time also made me realize that something was missing in the market. I often asked myself the same question: why is it so hard to find products that are both luxurious in their presentation and performance, while also prioritizing the quality of ingredients? I wanted to create products that truly deliver on their promises, with visible and tangible results.

“In 2018, my husband David and I launched Westman Atelier. My goal was simple: to create a routine that makes it easy to achieve beautiful skin and highlight what makes us unique, without trying to change who we are.”

“For me, it’s all about achieving beautiful, healthy, and natural-looking skin—effortlessly. I love the idea of modern simplicity. Everything we create must be intuitive, effective, and bring a sense of joy to everyday life. We want to design products that people love to use, but above all, that they want to reach for day after day because they deliver real results. They must also have a positive impact on the skin, long after they’ve been removed. The combination of a luxurious experience, high performance, and truly effective ingredients is at the heart of the Westman Atelier philosophy.”

“Lots of devices—really, lots of them. Right now, I love tools that combine LED light and vibrations… it’s just perfect after a day of filming or traveling. I always have my Westman Atelier trio : Skin Activator, Eye Activator, Supreme C. I always come back to these three. They do it all, effortlessly.

“And then there are the gummies and dietary supplements… I take a lot of them—some from Juna to help me sleep, and others to support my metabolism. A little bit of everything, depending on the situation.”

“The Baby Cheeks Blush Stick in Petal, the Lit Up Highlighter Stick in Nectar, and the Face Trace Contour Stick in Coco and Biscuit are always within reach.

Right now, I can't go anywhere without my HydroBalm Tinted Lipstick. I’ve already gone through three tubes! It’s exactly what I look for in a lip balm: sheer, moisturizing, and incredibly comfortable. Its texture is soft and nourishing.

I can't do without Sun Tone Bronzing Cream. The secret to a natural tan lies in dimension. By layering two shades, you replicate the way the sun naturally hits the skin for an extremely realistic result.”

“It usually starts with a real need—something missing from my own makeup bag or my daily life. I don’t want to create a multitude of products, just the right ones. A carefully curated collection dedicated to the complexion. Then begins a long process—sometimes even too long. We develop everything in-house: from the formulas to the packaging. We like to say that details aren’t just details—they are the design.”

I might go through more than five packaging designs and over twenty formula iterations, but it’s always worth it. When we were developing the brand, some labs told us, “You don’t need to add that much of this active ingredient. With just 1%, you can already highlight it in your marketing.” ” For us, there was never any question of making compromises, whether on costs, ingredients, or marketing. A formula that’s a dream in terms of performance is of no use if it doesn’t provide real benefits for the skin.

“We always use the highest concentrations of active ingredients to deliver real results. Keeping our promises is essential to me. We only launch a product when we believe it’s truly exceptional.”

“We will always remain true to our vision of conscious and responsible luxury. I believe we now have the credibility to expand our range beyond colour cosmetics, while staying true to our philosophy: high-performance products that put the skin first.”

David, my husband and co-founder, often says that building a brand is like building a house, brick by brick. I’m not trying to chase virality or trends. I want to stay true to myself. As I’ve gotten older, I’ve become less doubtful of myself and my decisions. I’m more convinced than ever that our offering meets a real need.

I know there are many women like me who simply want to look like a slightly better version of themselves, with minimal effort. They also want to find some enjoyment in this routine. And all of this while making lasting improvements to the quality of their skin.