Behind the Brand: Surratt


Its products are coveted by every model, makeup artist and pro in the industry and are swiftly becoming must-haves for women’s makeup bags the world over too. Inspired by his late, great mentor and his beauty-loving mother amongst others, read on to discover how Surratt Beauty came to life and which of the makeup essentials are on a must-try basis.

In the Beginning

Makeup artist Troy Surratt was inspired to work in the beauty industry from a young age. Growing up on a farm in Midwestern America, he’d visit the local salon with his mother where she’d have her weekly beehive constructed. It was there that he discovered the transformative power of hair and makeup and how to use it as a tool for self-expression too.

Many years later in New York City, Troy became a protégé of the legendary late makeup artist Kevyn Aucoin and he built up his portfolio working with celebrity heavyweights like Charlize Theron, Jennifer Lopez, Adele and Mariah Carey. His travels for work took him to Japan where he was inspired by the almost “mythical quality” of the Japanese makeup industry and the idea for his own range was born.

Inspired by Japan

Co-founded with fashion entrepreneur Heleyne Mishan-Tamir in 2012, Surratt was based on a mash up of east-meets-west ideals. “We took the reverence for mastery and dedication to quality that is inherent in the Japanese culture and translated that into products that are easy for any makeup lover to use,” says Heleyne. Being an accessible artistry brand was important to the duo; enter customisable palettes, foundation drops, refillable eyeliner pens and foolproof smoky eye sticks as well as one of the most efficient eyelash curlers on the market, mainly all made in Japan. “Our product developer, Makiko Hagio, who is also Japanese, is constantly sourcing new formulas and components from Tokyo and beyond.”

Made-to-order Makeup

Customisation is at the core of Surratt. “Beauty is so personal and applying makeup is the most creative time many people get in their day,” says Heleyne. “We all have shades and specific products that we like more than others because we know we can trust them. So, it seemed natural to let customers build their own makeup kit similarly to how a makeup artist would build theirs.” The result is luxurious cheek and eye formulas in subdued hues that slot into sleek, mirrored palettes. High-quality tools that are made to last and refillable products like the Auto Graphique Liner are also part of the brand’s ethos: “We have to do our part to reduce waste too.”

behind the brand surratt

Makeup Bag Musts

Relevee Lash Curler: Coveted by beauty editors, makeup artists and beauty influencers alike, the ergonomic design of this lash curler means lashes are lifted in mere seconds and are left healthier for it too.

Auto Graphique Eyeliner: This refillable eyeliner is made for beginners to draw lines like a pro: The elongated brush tip is more precise than a pen for crafting a super long-wearing winged liner look.

Dew Drop Foundation: Just two drops of this glow-giving sheer base brings life back to lacklustre, tired and hungover skin. The formula is vegan and gluten-free and easily buildable for more coverage too.