Aimee Connolly Takes Us Inside Her Makeup Bag

When leading makeup artist Aimee Connolly set up her eponymous beauty label back in 2016, the goal was simple: to create multi-use makeup products that will help simplify your daily routine. Now, nearly 10 years later, Sculpted By Aimee is one of the UK’s biggest beauty brands, boasting an extensive range of makeup and skincare products that sit proudly in thousands of homes all over the country – and beyond.

But the brand has been built on its founder’s strong beauty principles. ‘I believe in using products that make you feel like yourself – but refreshed, confident and radiant,’ she tells C&TH. ‘I absolutely love makeup that marries skincare and fits seamlessly into real life – quick, effective and glow-boosting. If it lifts your mood or makes you feel like you can take on the day, then that’s beauty doing its job!’ Below, Aimee Connolly takes us through her makeup bag, Sculpted By Aimee staples and the ethos that has shaped her personal beauty philosophy.

What’s Inside My Makeup Bag? With Aimee Connolly

Aimee Connolly

Let’s start with the bag itself – describe it for us.

My absolute go‑to is the Sculpted by Aimee Large Travel Makeup Bag, perfect for travel and on-the-go as it has a transparent case so no more rummaging around for that elusive lip gloss! It’s my go-to.

What’s your pre‑makeup beauty ritual?

Clean, hydrated skin is non‑negotiable for me. I always start with our DuoCleanse Cleanse & Brighten for a gentle, yet effective double cleanse, followed by a pump or two of HydraBright, and a generous layer of Cloud Cream and then my essential daily SPF – either Beauty Base Protect or Rose Golden. If I have an extra minute, I love to do a light facial massage when applying each product. It really helps the products sink in beautifully and depuffs my skin, leaving me feeling ready and refreshed for the day ahead.

Let’s break down your makeup routine – prep?

HydraBright and Beauty Base Rose Golden are my dynamic duo. They give me that essential hydration, a beautiful glow and crucial SPF all in one easy step – exactly what I want before any makeup. It’s all about creating that perfect canvas.

Face? 

I like to build slowly. Usually, I start with my HydraTint then a touch of Brighten Up under the eye for that extra coverage and luminosity. I always finish with a cream blush – my favourite is Liquid Lights in Toasted Sienna – for a natural, lifted flush of colour that makes me feel instantly awake. But sometimes, I just keep going. You apply a layer, then another, then another, thinking ‘Is it even showing up?’ and suddenly you’ve got way more on than you intended – blush blindness!

Eyes? 

I keep things simple. MyMascara for lift and definition, a subtle sweep of bronzer in the crease for warmth, and sometimes a soft shimmer for brightness, all taken from the Bare Basics Palette – which has everything you need.

 

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Eyebrows? 

I always use a brow kit, like my Easy Brow, which includes a spoolie to brush brows perfectly into place. Natural, fluffy texture is always the vibe I’m going for as it frames the face so beautifully.

Lips? 

Typically, it’s our Line & Shine Duo, a liner with built‑in gloss, which is just genius for on-the-go application. My go‑to shade is Buff, which is perfect for daytime – or Deep Rose if I want a more polished, evening look, topped with HydraLip in Blush.

Finishing touches? 

A light dusting of Velvet Veil Setting Powder where needed, just to keep everything in place without looking flat. Then, a spritz of Hydrate & Hold to set everything beautifully, without losing that healthy, dewy glow I love.

Brushes and sponges?

I believe you only need a few key brushes. I use our Complexion Duo Brush for my foundation, and a fluffy brush for my powder and bronzer. Our brushes are all designed to be multi-purpose.

 

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Which item instantly makes you feel made up?

Hands down, Sculpted by Aimee’s HydraTint and Cream Luxe Blush. Two quick taps, and I feel instantly awake, polished and completely like myself – even on those ‘no-makeup makeup’ days. They just bring life back to my face.

One piece always in your handbag?

The Line & Shine Duo. It’s a liner and gloss in one, which is perfect for quick touch‑ups and achieving an easy, polished look when I’m constantly on the go.

What’s the most expensive thing in your makeup bag?

Probably a little Jo Malone London rollerball fragrance for that quick scent boost. It’s not technically makeup, but it’s absolutely essential for a mood boost.

And the most luxurious?

My Cream Luxe Blush. It’s so silky, incredibly blendable and richly pigmented – the kind of texture and experience I absolutely adore. It embodies the very essence of what we strive to create across the entire Sculpted By Aimee range: effortless luxury that feels as good as it looks.

 

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What about the hero product you can’t live without, and have used for years?

I’ve always said that beautiful makeup begins with great skin. Our bestselling HydraTint – a hydrating tinted serum made with 90 percent skincare – nourishes skin while adding a sheer veil of colour, perfect for achieving that coveted skinimalist look. It’s been in my kit since launch, and it’s still one of my most-loved products.

Tell us about a beauty trend you love?

Subtle, radiant skin. We’re seeing a definite shift away from heavy layers and enhancing our real complexion and natural beauty.

And one you can’t wait to see fall out of fashion?

I think it’s time we gracefully let go of the overly contoured, ultra-matte, heavily baked makeup look. It’s just so far from how people actually want to feel in their skin now. I’m all for definition and glow, but when makeup starts to mask rather than enhance, it truly loses its magic.

What’s something you did beauty-wise in your youth that you’d never do again?

Oh, this is a good one! For me, it has to be this period where I was absolutely obsessed with applying eyeliner to my entire eyelid. And I mean, the entire lid. It was… a lot. And the removal process? Chaos.

The best piece of beauty advice you’ve been given?

Good skin is the best foundation. If you truly care for it – through hydration, protection and nourishment – everything else will follow. 

 

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What’s your beauty philosophy?

My philosophy is simple: ‘enhance, don’t mask’. I believe in using products that make you feel like yourself – but refreshed, confident and radiant. I absolutely love makeup that marries skincare and fits seamlessly into real life – quick, effective and glow-boosting. If it lifts your mood or makes you feel like you can take on the day, then that’s beauty doing its job!

What do you think should be in every makeup bag?

At a minimum: a hydrating base with SPF, a cream blush for instant lift and colour, and a mascara or brow product to open up the eyes and frame your face. Those are the non-negotiables for a fresh, put-together look. 

Makeup: touch‑up tool or self‑expression?

Honestly – both. It’s incredibly practical and confidence‑boosting as a touch‑up, but makeup also allows for such wonderful mood, expression and identity. I truly love that duality and it’s something I always encourage with our products. It’s about feeling good, inside and out.

Anything else we should know?

I genuinely believe beauty should be accessible, joyful and empowering for everyone. Our goal at Sculpted By Aimee is simple: to make products people understand, love to use, and feel truly confident wearing. That’s what drives everything we do – and why our incredible community means the world to me. It’s more than just makeup; it’s about feeling your best self.

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