Treslúce invited me to illustrate a limited edition eyeshadow palette showcasing Latine New Year’s Eve traditions.

Treslúce Beauty creates, celebrates and supports Latine heritage and culture. They develop high-performance, vegan-friendly, conscious makeup formulations that deliver high-impact artistry. Their cruelty-free products and packaging are infused with Latine sourced ingredients and art. They uplift and support Latine communities by giving back in a meaningful way and seek to celebrate all Latine cultures. Treslúce Beauty was founded by Becky G, global artist, actress, activist, and beauty maven.

Services Illustration, Social Media Content

Process

To recreate the aesthetic of a Renaissance still life painting, I used a variety of wet oil brushes in Photoshop that blended into rich gradients with a variety of textures.

After the final sketch was approved, I took my time to digitally paint this piece paying extremely close attention to detail. I separated the composition between the NYE banquet elements on the foreground and the landscape in the background with a draping fabric to add depth to the piece. The jewel-toned colors and the neutral highlights were inspired by the luxurious shades within the Midnight Deseos palette.

Details

As the New Year dawns, the vibrant lights of Alagoinha, the birthplace of my grandparents, merge seamlessly with the glittering stars that adorn the night sky on the horizon.

This artwork is deeply rooted in my cultural background and draws inspiration from the vibrant Latine New Year's Eve traditions. Ever since I can remember, I have spent each New Year's Eve in the charming city of Alagoinha, where the festive spirit is truly contagious. As the clock strikes midnight, my entire family gathers in front of the iconic church, champagne bottles popping and fireworks illuminating the sky, marking the start of a new year full of promise and possibilities. This artwork also features elements that are unique to the region, such as the cacti that dot the landscape, birds illustrated in the traditional Cordel style, and butterflies that symbolize transformation. The diamonds represent abundance and prosperity, while the fruits are said to attract good fortune. The packaging comes with a beautiful, removable mirror, perfect for creating stunning looks to ring in the New Year in style. Set your intentions and make a wish!

Content

To promote the launch of Midnight Deseos, Treslúce invested in a highly engaging social media campaign that left their audience eager to get their hands on the new palette. The product sold out not once, but twice.

Becky G, with her star power and over 35 million Instagram followers, was a major part of the campaign, showcasing the palette in a luxurious banquet scene that perfectly mirrored the elements within the illustration. Beauty influencers also played a key role by creating stunning holiday looks, and followers were encouraged to share their intentions for the New Year. As part of the campaign, I was asked to create a short video discussing my creative process. If you are really curious, you can click here to find it.

Always authentic. Community positive. Fearless expression. — Treslúce