From an early age Roula Karam was fascinated by the world of fashion & beauty and the industry as a whole, she has always been astonished with the magic of make-up. She believed makeup is a character extension. It is an indispensable accessory that completes the outfit and should be carefully applied to make balance with the occasion and the first impression you want to give. Having studied psychology she went deeper into her theory. She uses makeup as a tool to bring out the right personality trait for the right setting whether it is the innocence of the bride, or the sexiness of the party girl, or the seriousness of the business woman, all of which are present in one woman but come out at the right time and that is exactly what makeup should reflect. She considers the psychology of the exterior informing the interior is what makes it interesting. To Roula, each makeup requires a study: event, outfit and hair-do.
Being trained in Europe, the fresh and flawless "no-makeup makeup" became her message. She longs for the "I woke up like this" look. She believes makeup should not change the woman's features but rather enhance its best elements.
And she also followed this motto in permanent makeup and made sure whether it was permanent eyebrows, eye shadow or lipstick, it should be undetectable. Always aiming for naturality and simplicity, and making the "no-makeup makeup" her career signature.