For seasons, dewy skin and barely-there glow has reigned supreme in fashion. But in Sarah Ahmed’s world, matte never left, it just got better. Her signature matte glam pairs a featherlight, blurred base with understated definition that still glows, creating a look that’s as enduring as it is modern.
“It’s never about masking someone’s features,” Sarah says. “My aim is to enhance what’s already there, to always make someone feel like the best version of themselves.”
It’s a philosophy that has seen her amass over 100k followers on social media and kept her booked solid for bridal parties, celebrity red carpets, private VIPs and sold-out masterclasses. Whether she’s perfecting skin for a bride at sunrise, teaching a room full of aspiring artists, or creating a campaign look for a luxury brand, the results are unmistakable: skin that’s smooth and blurred yet never heavy, eyes softly defined, lips perfectly balanced.
Sarah’s obsession with makeup began early. At eight years old, she wandered into a MAC Cosmetics store with her big sister and left knowing exactly what she wanted to do in life. By 17, she was behind the MAC counter herself, learning on the job with every imaginable skin tone, texture and age.
“Working on a counter is the best training,” she reflects. “You see such a variety of faces in a single day - it forces you to adapt, and it quickly builds your confidence.”
From MAC, Sarah moved to the Selfridges Beauty Hall, where she worked across multiple luxury brands, testing and refining products and techniques. For a while, she juggled this artistry with a finance career, until the bookings outpaced her office job and she decided to leap fully into the world of makeup.
The Sarah Ahmed Signature
Matte skin has a reputation for being difficult to achieve well, but in Sarah’s hands it’s luminous, modern and wearable. Her kit is curated for versatility: NARS Radiant Longwear Foundation for full coverage, Light Reflecting Foundation for a lighter touch, Charlotte Tilbury’s Airbrush Flawless Powder to perfect, and Laura Mercier’s translucent powder for precision setting.
“A matte look can be as light or as full as you want it to be,” she explains. “It’s all about balance, keeping certain areas blurred and shine-free, and then bringing glow back to the high points with a cream blush or highlighter.”
Her eyeshadow palettes lean neutral with a soft warmth, “warm browns and peachy tones are my go-to,” and her lips are often finished with MAC’s lipsticks or a swipe of Max Factor 2000 Calorie Lip Glaze.
While her client list is diverse, Sarah’s name is especially sought-after in the bridal world. “Brides want to feel elevated but still like themselves,” she says. “Soft glam, with skin that photographs beautifully all day, is perfect for that.”
Sarah’s artistry extends beyond the brush. Her masterclasses attract both working MUAs looking to refine their craft and everyday beauty lovers eager to learn how to recreate her signature skin.
“Skin is my favourite thing to teach,” she says. “Over time, I’ve developed techniques that aren’t in the textbooks. I also focus on confidence - I remember how nerve-racking it was at the start, and I want other artists to feel steady in their skills.”
Sarah’s top tip is to not “overload on prep. Skip primer unless it’s essential, and use a lightweight moisturiser and that’s it.”
Sarah’s future is a blend of artistry, education and content creation. She envisions hosting more branded masterclasses, and showing people how to create flawless looks on themselves.
“There’s something so timeless about a perfected matte complexion,” she says. “It’s elegant, it’s flattering, and when it’s done right, it lasts all day. Whether you’re walking down the aisle, stepping onto a red carpet, or just wanting to feel amazing on an ordinary Tuesday.”
Follow Sarah Ahmed on Instagram & TikTok @sarah.a.makeup