During a career spanning 25 years, including 4 in his native country South Africa, international hair & make-up artist James McMahon has built up a reputation not only as a leader in his field, but also as a versatile and imaginative predictor of trend, colour and cosmetic design.

After training and qualifying as a hairdresser in South Africa, he was selected to represent South Africa at the World Hairdressing Championships in 1990, and chosen again to participate in the European Hairdressing Championships in 1991.

By then he had become firmly established as a session stylist working in all aspects of hair styling from feature films to catwalk.

 After diversifying into make-up, James decided to re-locate to the United Kingdom, which has been his home since.

Apart from being flown around the world to work on various editorial and advertising assignments, James has also previously been employed as a product consultant and spokesperson for various leading cosmetic manufacturers.

He used inspiration from his many travels to exotic locations and world trade fairs to help create 17 Cosmetics -the successful, top selling in house brand for Boots the Chemists (UK) , as well as having creative input into their Natural Collection and Botanics colour ranges.

This was followed by a consultancy with Maybelline NYC (L’Oreal UK) one of the most recognised global cosmetic brands.

On the more personal front, James has also designed a small range for Nicky Hambleton Jones of Channel 4’s “10 Years Younger” brand.

In addition to his continuing expertise of working with some of the worlds most beautiful women and celebrities, James especially enjoys maintaining a hands on approach with members of the public. “Reader make-overs are the true challenge – these are the people who actually buy the products and read the magazines – and they are the ones who help me keep a finger on the consumer pulse”

 He remains refreshingly down to earth, insisting that his style philosophy be as easy to apply and maintain, and as accessible to the women on the streets, as for the supermodels he so often works with.