#OwnYourGaze brought together five iconic women, five distinct perspectives, and one shared belief: owning your image means owning your power.

In collaboration with Catrice and ELLE Germany, we created an intimate photographic and editorial universe led by legendary photographer Ellen von Unwerth. Featuring Ashley Park, Veneda Carter, Paloma Elsesser, Karoline Herfurth, and Ellen herself, the project unfolded through a Berlin-based shoot accompanied by an honest “getting ready” moment and in-depth conversations beyond the camera.

Together, the women explored themes of beauty ideals, self-perception, imperfection, and the transformative force of make-up - not as a mask, but as a tool of expression. In a world long shaped by the male gaze, #OwnYourGaze reframed visibility as an act of authorship: not just being seen, but defining how you’re seen.

The result is a powerful, culture-driven campaign - embedded within the launch of Hyper Lash Mascara and Endless Matte Liquid Lipstick - that captures authenticity, individuality, and the confidence to live by your own image.

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