Making people happy

Thanks to social media and YouTube tutorials, hair and make-up styling tips are now available at the touch of a button. But when it comes to doing the job to an international standard, nothing can replace professional training and years of experience. Here in Ibiza, Louise Maxwell has both in abundance – and through her own creative agency, The Louise Maxwell Collective, she also connects her clients with other high-level professionals in the fashion, beauty and healing industries. Born in the UK, Louise has lived on the island since 2005, earning a reputation as the go-to stylist for visiting A-listers, international fashion brands and publications, as well as brides. Prior to relocating, she travelled the globe training other stylists for brands such as Toni & Guy, L’Oreal and Schwarzkopf and was twice winner of the British Hairdressing Awards. Today, her own kit leans towards a more conscious approach, embracing brands that are natural, organic, cruelty-free, sulphate-free and where possible, plastic-free.

“It’s not easy,” she says. “It takes time to find high-quality ethical products that perform consistently the way the big brands do. You have to question everything. Ideally, I’d love to use products that were all made organically in Ibiza – but we’re not there yet. So I do what I can, taking into account the industry I work in and the community I live in.” Developing this conscious approach has also seen Louise add professional holistic therapists to the Collective’s line-up of top hair stylists, make-up artists, yoga teachers and masseuses. “We have extremely high standards,” says Louise. “Creating the Collective was about bringing together people who are experts in their field. It’s not about finding people who can do a little bit of everything. These are dedicated specialists who work all around the globe with high-end fashion brands, international magazines and newspapers and celebrities.”

Recent editorial work by Louise and the Collective includes a cover shoot for Glamour NL, striking wedding looks in Beyond Bridal and forest location looks for Le Monde. Advertising campaigns include a chic beach shoot for luxury men’s sleep and loungewear label Derek Rose and styles for Ibiza-born fashion brand De La Vali, accessories brand Jerome Dreyfuss, and Pacha Kids. Luxury brand Loewe called on Louise’s services for its recent video work in Ibiza, and she was also commissioned to do the hair styling for a bohemian portrait of the acclaimed make-up artist Charlotte Tilbury, in addition to working with Los Angeles-based photographer Diana Gomez at Pikes.

With an eye for up-and-coming models and knowledge of all the island’s best (and most hidden) locations, Louise is also branching into the world of art direction and is available to advise on commercial or editorial photo shoots in Ibiza. “The end of the 2018 season and the lead-up to summer 2019 are ideal times for big brands, publications and agencies to visit for shoots,” she says. “The weather is perfect as it’s not too hot, all the best locations are free of people and traffic – and most importantly, the light is incredible.” For Louise personally, her work is all about making people happy. “I enjoy connecting with people and creating looks that bring out the best in them,” she explains. “That’s why I love doing this job – you make people feel good.”