Beauty legend Alex Box exclusively invites Stylist behind the scenes at Illamasqua's s/s12 shoot...

Some make-up launches seem so obvious it’s hard to believe they haven’t been done before. Illamasqua’s latest collection, Human Fundamentalism, is a case in point, celebrating the cultural melting pot that is the UK, with an array of super bright statement colours that make a serious impact. Here, creative director Alex Box reveals her make-up manifesto.

Go global

"The internet has made the world an open village; we’re all a hybrid of nomadic tribes, global trends and cultural references. I see people wearing a tribalprint top and nerdy cardigan, with a headscarf rolled around their hair and big hoop earrings, without realising they’re being inspired by Africa, India, Scandinavia…"

Break the colour code

"Different cultural references work beautifully in make-up. Here [right], I took the Neutral Palette (£30) of gold, ochre and amber – colours associated with Egyptians – and mixed in metallic colours from the Fundamental Palette (£30). The eye remains elongated, triggering Cleopatra associations, but by using a different colour it is modern."

Be bold

"Replace a Hollywood red lip with a blue; just as perfect, and your eye is tricked to see it as OK. Black liner is temptingly easy but a white liquid liner [left] is just as beautiful."

Human Fundamentalism is available from 14 March at illamasqua.com

Behind the scenes with Alex Box