An Interview with Elena Dragomir, a cosmetic entrepreneur and global editorial makeup artist.
By Gena Aspinall-Martin
Makeup is an artistic trade that only translates into success when backed by pure talent. Knowing your own face and what techniques work for you is something you must learn. Knowing what works for other face shapes and undertones is an entirely different skill. Elena Dragomir is an exceptional makeup artist who specialises in makeup designed for global impact. PRO
Born in Orsova, Romania, Elena moved to London to pursue her career in makeup artistry and built her career from the ground up. Through determination, hard work, and raw talent, she has built a network of connections in the fashion industry and propelled a portfolio of visually compelling global campaigns and editorials, including Harper's Bazaar and PRO Magazine. As the founder of Glow by Elena Dragomir, a makeup team that specialises in camera-ready artistry, Elena has worked multiple fashion shows in London and founded her own vegan cosmetic line “Glow London” which sells professional brushes and eyeshadow shimmers with strong pigments. From a modest background, her career projection stemmed from a genuine passion for art and femininity.
Elena has built her brand’s ethos around soft glamour and modern elegance, with a focus on enhancing natural beauty through a luxury yet personal approach. She aims to ensure her clients feel beautiful, confident and camera-ready. Elena’s journey reflects resilience and determination, ensuring clients feel empowered and naturally beautiful. “Over the years, makeup became more than a profession for me. It became a way to help people feel empowered, elegant, and confident in their own skin”.
Elena Dragomir @glow_by_elenadragomir on set for "The New Silk Route" for Paris Runway Official and Harper's Bazaar Serbia. Photography by: @v.b_visuals
What inspired you to pursue a career in makeup, and how has your journey evolved over the years?
“I was inspired by the transformative power of beauty and how makeup can completely change the way someone feels about themselves. My journey evolved through continuous learning, practice, and working with different clients, styles, and creative projects. Over time, I developed my own artistic vision focused on timeless beauty, soft glamour, and modern elegance”.
Elena’s brand signature is ethereal and elegant. Incorporating traditional feminine accents into her looks. She creates looks that focus on glowing skin, achieved through satin finishes and soft sculpting. Elena desires to achieve timeless looks that enhance natural beauty and values discipline, consistency and honing her craft to ensure validity. Elena’s determination is evident, as is her talent for the trade. She was voted makeup artist of the year in 2025 and recently collaborated with the Paris Runway Official team for an editorial with Harper's Bazaar Serbia titled “The New Silk Route”. Produced by Paris Runway Official and Sangeetha Menon.
The editorial was a homage to South Indian Fashion, heritage and artistry. “Silk Route” demonstrates how Asian fashion has no borders. A detailed tapestry of rich history. The editorial celebrates a collective of South Asian stylists and designers – blending tradition and modernity. Intricate detailing and bold colours, the editorial was a love letter to South Indian fashion history. Heritage met couture in an editorial that showcased design across generations, a contrast between the contemporary and the traditional.
Elena and her team beautifully created the hair and makeup looks for this exceptionally executed editorial. The brief was simple: classic fashion, soft and feminine, with bouncing waves and a dazzling glow for the traditional. For the younger look, a bold, bright eye to convey the passage of time and a gradual shift away from tradition, whilst still honouring past craftsmanship and couture. A new twist on heritage. Elena executed the vision seamlessly. “Harper’s Bazaar is such an iconic publication, and contributing to a project with strong artistic and cultural depth was very inspiring. It was a beautiful opportunity to collaborate with talented creatives and be part of a story that celebrated fashion, heritage, and modern artistry”.
What was your approach to creating makeup looks for an editorial that blended heritage, luxury, couture, and cross-cultural storytelling?
My approach was to create makeup that complemented the garments and respected the cultural inspiration without overpowering it. I focused on luminous skin, expressive eyes, balanced textures, and sophisticated details that enhanced the overall visual narrative while maintaining a modern editorial aesthetic.
Elena understands the juxtaposition between commerciality and impact. Blending her personal signature with the team's vision to create an artistry that reflects the brief's designs and culture. She aims to continue her editorial work long-term, already seeing huge publication successes. She also recently worked on an editorial, “When in Bloom,” directed by Brittany Casey and Gena Aspinall-Martin, which explores love and loss and their century-long representation through floristry. This editorial is a collaboration between British florists, and designers, including Jenny Packham. This editorial is still under production and tells a moving story through emotion and femininity. Elena is skilled at bringing storytelling to life. For the concept of love she carefully worked with a bouquet of flowers to create a transcendent look that incorporated petals. In contrast, the second look presents a darker, more solemn image, with a focus on dark hues conveyed through smoky eyes. Elena pays sincere attention to skin texture, eye definition, and subtle luxurious finishes that elevate the tone and styling voice.
Makeup by the Glow London team for "The New Silk Route" editorial for Harper's Bazaar Serbia, directed by Sangeetha Menon and powered by Paris Runway Official.
Model: @Xenye
Photographer: @aravind._.mohan
How do you believe makeup contributes to high-fashion storytelling and editorials today?
“Makeup plays a major role in shaping emotion, identity, and atmosphere within fashion storytelling. It helps bring characters and concepts to life while adding depth, mood, and visual impact to the overall editorial narrative”.
Elena’s long-term ambition is to grow her brand on a global scale. She wishes to continue collaborating with high-fashion editorials, campaigns, and luxury beauty projects, and to work with international creative teams that inspire her. Elena is quickly becoming a global creative herself. Her most valued collaboration to date was working backstage for Christian Dior and Jimmy Choo at Paris Fashion Week. “Working within luxury fashion and editorial environments alongside inspiring teams has been incredibly rewarding and has helped shape my artistic identity”. Elena aims to continue her work in runway and editorial spaces.
Makeup by the Glow London team for "The New Silk Route" editorial for Harper's Bazaar Serbia, directed by Sangeetha Menon and powered by Paris Runway Official.
Model: @fifi.anicah
Photographer: @aravind._.mohan
How important is collaboration between makeup artists, stylists, photographers, designers, and creative directors in bringing an editorial vision to life?
“Collaboration is everything in editorial work. The strongest images happen when every creative professional contributes their vision while working in harmony toward the same artistic direction. Makeup becomes even more powerful when it connects seamlessly with fashion, photography, and storytelling”.
However, Elena has found challenges in her career. The fashion landscape is fast-paced, often packed into small rooms full of talent. A runway show or editorial takes a lot of cooperation, hard work and pressure. Often, working together under strict time constraints. When everyone in a room has their own narrative, ensuring that the collective vision is achieved can become challenging. “One of my biggest challenges is maintaining creativity and precision under tight timelines. I overcame this through experience, discipline, adaptability, and staying calm in high-pressure environments. Continuous education and passion for the craft also helped me grow professionally”. It is evident that Elena’s determination and appetite for fashion drive her motivation to succeed. Elena is an advocate for self-expression and working on your craft and personal style. Her ethic towards makeup artistry is undeniable; she is a creative who is sure to see continued success in global fashion landscapes.
