New York, US - Maybelline New York named Yadim Carranza, known simply as Yadim, as the brand's Global Makeup Artist. A favorite of top photographers, fashion editors and celebrities, Yadim is lauded for his innovative editorial work and bold runway looks.  In his new role, Yadim will provide artistic vision for Maybelline New York makeup and become the voice of the brand to consumers, press and industry influencers.  Yadim joins an impressive lineup of makeup artists, photographers, and models who have helped shape the identity of the iconic beauty brand.

"We are incredibly excited to partner with Yadim," said Jerome Bruhat, President, Maybelline New York Worldwide. "Yadim will add a new energy and urban edge to the brand in both his artistry and expertise in global beauty trends.  His instinctive sense of color coupled with his ability to connect with our consumer will create a brand experience in a disruptive new way."

Yadim has worked backstage with Maybelline New York, having led a team of makeup artists at fashion shows for DKNY, Charlotte Ronson and Bibhu Mohapatra during Mercedes-Benz Fashion Week in New York this past February.

"Having the opportunity to work with a brand that has made makeup trends accessible to all women is a dream come true," said Yadim. "I am thrilled to represent Maybelline New York while I create looks that will inspire women around the world to enjoy makeup. I look forward to engaging with the consumer in ways that will make her feel welcomed, empowered and connected to Maybelline in a new way."

A Mexican-American native of California, Yadim began his career behind a makeup counter, transforming and educating women through makeup application – a practice that eventually became the driving force behind his success. Yadim's passion and talent were quickly discovered, and after moving to New York City, his career was fostered by some of the biggest names in the fashion and beauty industry. His profile grew rapidly and through projects with top photographers, including Mert Alas and Marcus Piggott, Inez van Lamsweerde and Vinoodh Matadin, David Sims, Mario Testino and Mario Sorrenti his signature style of pushing the envelope and transforming what is "simply pretty" into "beauty with personality" emerged. Yadim is a regular contributor to top fashion magazines, including Vogue (French, Italian, and American editions), W, V Magazine, and Dazed & Confused. He has also created memorable campaigns and photo spreads for fashion labels and celebrities including Calvin Klein, Salvatore Ferragamo, Balmain, Chloe, Alexander Wang, Victoria Beckham and Lady Gaga.