That's why hair and makeup are crucial for a successful e-com shoot, even when you want a “natural look.”
Jun 02, 2025
E-commerce is about more than just great products – it’s about how they appear. At Orkestra, we work daily with professional content production and visual storytelling that will reflect the brand’s identity. And let’s be honest? Without the right hair and makeup, the visual whole often falls apart.
We chatted with makeup artist and stylist Celin Aydin , the founder of Aydin Studios , to talk about why styling is so much more than “just a little powder.” Especially when the expression is supposed to be natural.
Makeup & hair by: Celin Aydin - Photo: Helene Nesset
The visual content must reflect your strategy
An e-com shoot is not just a photoshoot – it is a targeted content production that should support your overall marketing strategy. The visual expression should be consistent, complete and easily recognizable across channels – from online store to SoMe and newsletter. Here, hair and makeup play a crucial role.
“Even a 'no makeup' look requires technique and strategy,” explains Celin.
“It's about optimizing the expression for the camera and light, not necessarily for the eye in the mirror. Proper makeup and styling make the model appear natural and professional – without looking 'made up'.”
The camera is brutally honest
What the camera captures is not necessarily what we see in reality. Studio lights and high-resolution lenses reveal irregularities, shine and strands of hair that live their own lives. Professional styling is not about making people something they are not, but about ensuring that the visual expression remains of high quality – image after image.
Makeup ensures that the skin gets the right glow, the eyes become lively and the facial features are emphasized. Hair styling gives volume, direction and completeness. All of this affects how the product you sell – whether it is clothing, jewelry or accessories – is perceived by the customer.
Makeup & hair by: Celin Aydin - Photo: Angelique Culvin
An investment in your brand
At Orkestra, we always think holistically. Professional photography services and content production are an investment in the brand – not just a one-time expense. When we assemble teams for e-commerce productions, we choose stylists like Celin precisely because they understand how hair and makeup affect both the production flow and the end result.
“We see it time and time again,” says Celin.
“Where there is investment in the right styling, post-production goes faster, the content becomes more consistent – and the customer perceives the images as more professional and trustworthy.”
Small details – big impact
Too often, the value of styling is underestimated, especially when the message is supposed to be simple and “clean.” But in reality, it’s the small details that make all the difference – and make your brand stand out in a crowded market.
Natural requires planning. Professional. Strategic. Visual.
