Few beauty houses possess the cinematic pedigree of Kryolan. For over eight decades, the German-born make-up institution has been the silent architect behind some of the most iconic faces in film, theatre, and television.
Now, as entertainment embraces streaming and digital-first storytelling, Kryolan South Africa stands at the intersection of artistry and innovation—reimagining what professional beauty means in a 4K world.
In this exclusive interview, Cuan Kemp, Head of Make-Up, Marketing and Social Media at Kryolan South Africa, shares how the brand continues to shape the visual language of storytelling while staying true to its professional roots.
“Our luxury lies in products that meet and exceed the expectations of the professional industry.”
— Cuan Kemp, Kryolan South Africa
Kryolan’s connection to the film and television world is legendary. How are you reinterpreting that legacy for today’s digital creators?
Kryolan continues to evolve alongside the creative industries. We’ve introduced 4K-compatible foundations and talc-free formulas that not only meet strict EU cosmetic regulations but also ensure a refined, texture-free finish on high-definition and 4K screens, where talc can often enhance visible texture. Whether for film, television, or digital content creation, our products deliver flawless, camera-ready results under any lighting, helping creators bring their visions to life.
What does luxury mean to a brand historically rooted in professional artistry rather than consumer glamour?
For Kryolan, luxury is synonymous with quality, reliability, and performance. While many luxury brands focus on packaging or prestige, we focus on functionality and excellence. Professionals demand products that perform under the most demanding conditions, with durable formulations, consistent textures, and true colour payoff. Our luxury lies in products that meet and exceed the expectations of the professional industry.
How has Kryolan adapted to the rise of influencers and social platforms without losing its industry credibility?
Social media has transformed brand awareness, and we’ve embraced this evolution by collaborating with creators who reflect Kryolan’s artistry and diversity. These partnerships highlight our products’ versatility, from everyday beauty to professional applications while maintaining our credibility as a trusted professional brand.
“We celebrate individuality—from South Africa’s Rainbow Nation to every market we serve worldwide.”
Your product development has always been technically advanced. What recent innovations exemplify Kryolan’s next chapter?
Innovation is at the heart of Kryolan. Our recent focus has been on sustainability and high-definition performance, with vegan, talc-free formulas suitable for 4K and 8K applications. We’ve also introduced refillable packaging, responding to growing consumer demand for environmentally conscious solutions without compromising professional-grade quality.
In sponsoring the NFTA, what message do you hope to send about the relationship between make-up artistry and storytelling?
Make-up artistry is storytelling in action. Every character brought to life on screen or stage depends on high-quality, reliable products. Imagine CATS without cat-like characters, or World War Z and Resident Evil with zombies that look just like ordinary people, the impact would be lost.
Industry legends like Ve Neill and Rick Baker would not have become household names without transformative works such as Mrs. Doubtfire, Star Wars, Psycho, or Beetlejuice.
With over 16,000 products in our range, Kryolan empowers artists to bring any creative vision to life, ensuring the stories they tell are visually compelling and authentic. Our sponsorship celebrates the artistry that drives storytelling from behind the scenes where transformation and imagination truly come to life.
How do you balance the needs of make-up professionals with those of consumers seeking high-end cosmetic experiences?
Professionals and consumers share a desire for high-performance products, but their needs differ. A make-up artist may require a 24-shade foundation palette, whereas a consumer benefits from individual products tailored to their tone. By offering pro-friendly palettes alongside consumer-focused options, Kryolan ensures both professionals and enthusiasts access the same professional-grade quality.
Inclusion and representation are now central to the beauty conversation. How does Kryolan uphold these values globally and locally?
At Kryolan, diversity and inclusion are non-negotiable. We celebrate individuality from our home in South Africa’s Rainbow Nation to every market we serve worldwide. Our planet is filled with people of stunning diversity, each with unique skin tones, cultures, and stories.
We believe everyone deserves to feel seen and represented. Kryolan strives to make every store a safe, welcoming space for all, free from judgment or discrimination. This ethos is enshrined in our global Code of Ethics, ensuring inclusion isn’t just a message it’s a mandate.
“Kryolan’s success depends on understanding our customers, observing trends, and continuously innovating.”
As the entertainment world embraces streaming and new genres, how does Kryolan position itself to remain the brand of choice behind the camera and beyond?
Staying relevant means staying innovative. We continuously monitor technological and creative trends across film, television, theatre, editorial, and beauty. Our R&D team works tirelessly to develop products that meet emerging needs from new lighting technologies to evolving on-screen aesthetics.
Kryolan remains the brand trusted by professionals behind the camera, and now, increasingly, in front of it.
What misconceptions about professional make-up would you most like to change?
A common misconception is that professional make-up is only meant for artists, or that it’s difficult for everyday users to apply. While Kryolan products are developed for the demands of film, theatre, and television, they’re equally suitable for personal use – it’s often just about learning the right techniques.
Another misconception is that professional products come at an inaccessible price point. In reality, Kryolan is exceptionally cost-effective. For example, a single foundation can last the average user six months or more, making the monthly cost just a few Rand. We pride ourselves on offering fairly priced, high-performance products in what can often be an overly expensive industry.
Our retail consultants are extensively trained to guide every customer, whether a professional or a beginner, to feel confident and empowered in using our products to their full potential.
What does the future of beauty look like through Kryolan’s lens as it blends tradition, innovation, and entertainment?
The future of beauty is growth, evolution, and listening. Kryolan’s success depends on understanding our customers, observing trends, and continuously innovating. Growth comes through expanding our reach, refining our offerings, and enhancing satisfaction, while evolution ensures we stay relevant in a rapidly changing industry.
By combining tradition, innovation, and artistry, Kryolan continues to shape the future of beauty for professionals and consumers alike. Kryolan’s legacy lies in artistry—but our future lies in adapting that artistry for an ever-changing world.
Kryolan’s enduring partnership with artists reminds us that beauty is not just surface, it’s a vital part of storytelling itself.
