Q&A: Liv Lundelius // Cruelty-Free Green-Beauty Makeup Artist

Meet Liv Lundelius - a makeup artist with a passion for luxurious, cruelty-free & green-beauty products.

From eco-fashion design, to beauty with a difference, Liv has travelled the world doing what she loves (and what she does so well).

Now based in Sydney, Liv works as a professional makeup artist, whilst also running her blog Liv Life Mag, which includes Liv Well (dedicated to holistic, natural & cruelty-free beauty) and Liv+Dave=  (which celebrates beauty in the everyday life she shares with her husband & puppy, often posting about vegetarian food & travel).

As a lifelong vegetarian and animal lover, Liv always strives to be an aware consumer, and to work only with brands whose ethics she believes in. She also considers herself a 'Parisian Vegan', meaning she doesn't eat any animal products at home, but occasional does during work events or when invited to restaurants.

We were thrilled to recently chat with Liv, to hear an insider's perspective on cruelty-free, natural products in the beauty industry.


I think I have combined my passion for beauty & fashion with my healthy lifestyle. 

I always felt it was part of my responsibility to protect animals and our planet in everything I do. I am working as a professional makeup artist using exclusively luxurious natural products from brands that share my values.

[My] first career was actually in fashion design. After studying in Berlin, I worked at a fashion label in NYC and then owned my own eco-fashion label. When I received a scholarship to attend a great makeup school in London. I took it as a sign to move into this direction further. My fashion background has helped my work as a makeup artist immensely. I am really grateful for the opportunity to spread the word about healthy and toxin free products within the industry.

In the beginning I was a little scared that the alternatives might not work as well as conventional products. I think that is what is still stuck in peoples heads.

I was amazed when I discovered the opposite to be true: As with food, organic and niche products are [far] better quality than conventional products from big brands.

The independent companies really care about the quality of every single ingredient and source only the best.

2. Why is it important to you to use cruelty-free products?

I love animals and grew up with them as my family. I simply don't see the point why we would need animal testing in 2016. It's just not necessary at all.

I think it's important to support brands that make the right decision, therefore I only use cruelty-free products for myself as well as in my professional makeup kit.

I simply don’t see the point why we would need animal testing in 2016.
It’s just not necessary at all.

3. What is the philosophy behind your work, and what important criteria do you look for in the products you use? 

I hope to inspire women to switch to healthier and more ethical products, by showing them how to use them as a professional makeup artist.

First and foremost products need to perform and deliver the results you expect them to. I can't compromise on quality when I select products to work with, as they really are my tools. Further, products need to be cruelty-free. I then have a list of ingredients to avoid, so I will always check the ingredients of products in depth before I buy.


It's actually very simple. I do change my routine with the seasons, as my skin gets drier in Winter. 

Most of all I eat a wholesome organic diet, with plenty of green vegetables. I also LOVE good supplements, like The Beauty Chef powders. And water! Drinking enough water is so important to keep the skin radiant and healthy.

I find that exercise and meditation are very important to my skin health as well. All my personal skincare products are certified organic & toxin-free. I think it's also really important to enjoy the products that you are using and to have fun with beauty.


Morning: I wash my face in the shower with La Mav Sweet Orange Foaming Cleanser*, then tone with La Mav Purifying Toner. I use Tata Harper Eye Cream* morning and night.  My day moisturiser varies through the seasons. Right now I am using the Z'kin Relief Moisturiser*.

Night: I remove my makeup with a rich oil based cleanser and a microfibre cloth. Currently I am using Berry Fresh Cleanser by Skin Juice*, sometimes I use a pure organic oil like pumpkin seed oil.
If I feel like a deep cleanse I use the La Mav Sweet Orange Foaming Cleanser afterwards.
I follow with Organic Spa Night Renewal Treatment* which works wonders. I do use an exfoliating cleansing mask once a week.

Body skincare: Dry skin brushing is how I start my day. I use coconut oil on the wet skin, which helps it to absorb and lock in the moisture, it doesn’t feel greasy this way. I use pure Almond Oil on my fingernails and cuticles and coconut oil on my hair.

*Note from the editors: All products mentioned in this post are vegan.
La MavZ'kin, Organic Spa, Mukti & Edible Beauty use exclusively vegan ingredients in all of their products (woohoo!).
Tata HarperSkin Juice and Jane Irredale also offer many vegan products, although do use beeswax or carmine in some of their range (these are clearly listed on their websites). None of these companies test any of their products on animals.

5. What are some of your favourite beauty products to use on your clients? 

I always apply products according to skin type, but there are some that I definitely use most of the time: I love the Z'kin Relief Moisturiser, which is amazing for calming irritated, sensitive skin and is the perfect prep for makeup.

Mukti Lip Butter, Jane Iredale PureGloss Lip Gloss & PureMoist Lipsticks are favourites too. I could also not work without the Jane Iredale Jelly Jar eyeliners.

I would also really love to highlight Edible Beauty No. 3 Exotic Goddess Ageless Serum, which I have been falling in love with and using every day. Their entire range is vegan & cruelty-free, super luxurious and has beautiful textures and smells!

6. We’ve been looking at your photos, you’ve done some incredible shoots! What have been some of your favourite projects to work on? 

I love working on Editorial photo shoots. It has always been my passion to work on conceptual, creative projects and to create something special together with a team. Hello May Magazine has produced my favourite projects to date. They have a great vision and always get together an amazing team of creatives. 

Having said that, I really enjoy all aspects of my work. Working with brides is truly special and working with commercial clients on campaigns & advertising is great too.

7. What do you love most about doing what you do?

I feel blessed that I am able to do what I love for a living. In my job no two days are the same, I get to always meet and work with new people and in different locations. It's also great being my own boss. I am a freedom seeker and love being able to make my own decisions. That allows me for example to choose which brands I work with. I can promote what I personally believe in. When people tell me they read my blog or follow my recommendations or adventures it really makes all the long hours worthwhile.

8. What message would you like to give to people regarding beauty and their own routines?

I believe less is more. Our skin is pretty clever and knows what to do, we only need to support and protect it.

People easily forget that our skin is the largest organ. It's very important to our health. There is no need in confusing the skin by overusing too many different cosmetics.

The key is to only use products that are toxin-free and ideally organic, so you feed your skin only the best quality ingredients. 

Once you have found a routine that works for you, stick to it. 

My tip for beauty is to smile! Sounds simplistic but it's definitely true, if you are happy in your skin it shows and radiates, that's nothing that makeup can ever achieve for anyone.

SHOP LIV'S FAVOURITE VEGAN, natural cosmetics:

Image credits - all images taken from Liv Lundelius' website, with her permission. Images of puppy by twoguineapigs