Emily Massa of Chicago's Sephora Northbridge (far right) is inspired by boundless, unstructured beauty, a value she portrayed on her model's eyes. She started with a smoky eye—using black and slate grey shadows from LORAC, like Dreamy and Black—and covered it with a huge, flamingo-pink x. "I love the smoky eye look, and that led to my idea for creating an X, because I truly believe there are no rules in makeup," she said. "You have to X out the rules." And her pretty metaphor goes even further: Sephora is an unstoppable company, Massa says, and is literally X-ing out the competition in the beauty world!
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