Mario Dedivanovic, the celebrity makeup artist best known for his work with Kim Kardashian, has been at this for a long time. One of Dedivanovic‘s first jobs when he was 17, was selling fragrance at Sephora. Even then, his passion for beauty was evident. 

Now, Dedivanovic is dedicated to helping others achieve their makeup dreams. Whether through his Masterclass (live seminars where aspiring makeup artists can learn his signature techniques) or through MAKEUP BY MARIO, his brand is beloved by everyone from celebrities, editors, and everyday beauty lovers for its efficacious and easy-to-use products. 

He started his brand four years ago, but Dedivanovic is just getting started. This year alone he’s released seven new products and extended the range offering for three existing products. 

Read on to learn about the makeup mogul, his thoughts on influence, and his newest product launch.

EW: Let’s start at the beginning. Your beauty career started at Sephora as a fragrance consultant in the Flatiron District, now you’re ranked as a top 10 brand at Sephora North America. How does that make you feel?

MD: “It’s nothing short of incredible. I set the goal to have my brand in those early days at Sephora, so to be a top 10 brand now almost 25 years later is a full circle moment for me. Sephora played a pivotal role in my young adult life and our relationship has only grown stronger over the years, and I’m extremely grateful for that.”

Then you launched this line during the pandemic—when the desire to use makeup was probably at an all-time low. Why were you encouraged to continue with the launch?

“The goal was always to launch in late 2020, and despite fears surrounding the pandemic, I knew I needed to trust my intuition, which was telling me to stick to our original plan. Launching a startup is no easy task under the best circumstances, so we faced many challenges during the shutdown. But I had my team’s support, and against the odds, we made it happen. Four years later, I look back on those days with a new appreciation and nostalgia.”

Your collection is so special because it’s beloved by makeup artists just as much as regular consumers. As a makeup artist, how did you balance creating a line that delivers on artistry but feels approachable and easy to use?

“Whenever I create a product, the goal is to translate one of my signature techniques into a smart, easy-to-use formula that will be loved by experts and novices alike. I’m a realist—I know my artistry can be a bit complex for the everyday beauty enthusiast, and that consumers are looking to cut time and effort from their beauty routines while still getting a beautiful result. I hope that my products do just that.”

You’ve done makeup for the biggest stars in Hollywood, namely Kim K. And the “soft glam” look that you first gave her has fully transformed the way that we all do our makeup on a daily basis. How does it feel to have that influence?

“Thank you, I’m flattered. The soft glam look I’m known for became popular and resonated with people over the years because it’s timeless. I believe classic makeup that’s elevated but still looks natural withstands the test of time, and I’m grateful that it’s become so iconic. Seeing the power that a little makeup has in boosting someone’s self-confidence is such a great reminder of why I do what I do.”

Now, let’s talk about this newest launch. You’re expanding your lip collection with a new lip gloss. How would you describe the texture? Is it super tacky, or more smooth, closer to an oil?

“I love a good gloss and there are many out there, so I wanted to get the formula just right. I wanted the highest, glass-like shine possible but in a comfortable, non-sticky, non-tacky formula. It’s hydrating, locks in moisture throughout the day, and provides a beautiful smoothing effect on the lips. It comes in 11 gorgeous, sheer shades.”

Can you explain a bit about what goes into the process of creation and formulation?

“It always begins with an idea or a need in the marketplace. Then we work closely with the lab to develop a formula which can take multiple rounds of edits and perfecting to achieve the desired result. Once the formula is locked in, we take similar steps to perfect the shade lineup. Developing products is a balance between creativity and technical expertise and takes time, but the process is worth it when you see the positive responses from consumers.”

How is the SuperShine™ Lip Gloss different from the Pro Volume Lip Gloss?

“My SuperShine™ Lip Gloss is designed to deliver a glass-like shine and leaves a sheer wash of colour on the lips. They’re also formulated with lip-loving ingredients like pomegranate extract, jojoba oil, and hyaluronic acid to hydrate and nourish the lips. My Pro Volume Lip Gloss offers extreme pearlized shine with a hint of more colour opacity.”

This gloss comes in 11 shades inspired by nature and natural elements. Which shade is your favourite and why?

“It’s almost impossible to choose just one! But if you’re looking for something super natural looking, try Rosewater. [The glosses] are addictive—I have a feeling most people will end up with more than one shade.”