A conversation with illustrator, Sally Faye.

A mum of two with a distinguished career, our in-house beauty and fashion illustrator Sally Faye takes a breath as she lowers herself into a cosy bouclé armchair. Having already navigated the chaos of breakfast negotiations and nursery dropoffs, she’s back in her element at our Shrewsbury studio, where line and colour take centre stage. 

Over the years, her work has been featured across various campaigns for the likes of L’Oreal, GHD, Heaven Skincare, and Kirstie Le Marque, as well as her own coffee table book, All Black Everything. But whatever the project, it always starts here, in this space between inspiration and a blank page.

Clasping her morning coffee, she’s ready to talk about her signature personal style and the industry she loves.

Q: Tell us a little about yourself. How did you get into beauty and fashion illustration?

A: I’ve always been obsessed with drawing since I was little. All you had to do was give me a crayon and I’d be happy for hours, and that just stayed with me. It’s something innate. As for fashion, again, it’s just something I love at a visceral level. 

I actually went to uni to do textiles but they were constantly telling me to stop doodling. So naturally this was the path that let me merge those two passions, and once I found that balance, I knew it was the right direction for me. As for the why, when you have that passion for something, it’s difficult to answer. It just is!

Q: How has your signature style evolved over time?

A: My signature style has evolved a lot over the years. University was a time of experimentation, where I explored different techniques and influences. My work back then had a dark, grungy edge, but fashion—especially designers like Alexander McQueen and Vivienne Westwood—played a big role in shaping my aesthetic.

As I started working on commercial illustration projects, my style naturally refined. Collaborating with brands helped me develop a more polished approach while still staying true to my creative instincts. Working with beauty brands, in particular, introduced a more feminine edge to my work, bringing in softer lines, elegant details, and a focus on light and texture. Seeing other illustrators successfully pursue illustration full-time also inspired me to fully commit to my own path, leading me to adopt a more commercial yet distinctive style.

Even now, my style continues to evolve. It’s less about changing my aesthetic and more about exploring new techniques—experimenting with different ways of applying colour and texture to bring freshness and depth to my work.

Q: Your work captures elegance, movement, and mood effortlessly. What’s your process when starting a new piece?

A: So like everything we do at our agency, it starts with research. I need to really grasp the brand, their ethos, and their audience. This is followed by mood boarding, collecting pieces of inspiration that align with the brief. That could be anything from tangible elements like specific runway looks and past editorials, to the intangible, so a mood from a perfume ad or the way light filters through the branches of a tree—I find I get really inspired when I’m out in nature. 

But it’s more about capturing an essence rather than just assembling references, making sure that choices feel intentional and connected to the brand’s story. Once I’ve got to grips with that, I create some loose sketches to visualise my ideas and find energy in the poses. For products like bottles and jewellery, it’s all about honing in on the tiniest details. 

Q: How do you stay creative when you hit a block?

A: All work is done on my iPad, so when I get stuck, paints and pencils help. There’s something about actually putting tools to paper that you just can’t replicate digitally. The way colours take on a life of their own—blending, running, or settling on the paper—is so freeing. Even if I’m not creating anything in particular, just putting brush to paper can get me over it, especially when the kids get involved. I love watching my eldest when she’s in her own creative flow, with no restrictions or self-doubt. It’s really inspiring.

Otherwise, quiet moments for journaling or reading, and walks and exercise, too. Sometimes you just need a change of pace, especially when it comes to looking after your mental health, and living in Shrewsbury means I’m genuinely spoilt for choice. There’s the Quarry, Wrekin, Haughmond Hill, Colemere—Shropshire is such a beautiful place, it’s an inspiration in itself. 

Q: Going on from that, what else inspires your artistic style?

A: Fashion has so many amazing illustrators and the ones that really motivated me to pursue illustration as a career were Garance Doré, Megan Hess, and Kelly Smith. Then there’s fashion which is an art form in itself, from curated runways and editorials to bold and eclectic street fashion.

And it’s not just the industry, but everywhere we look. Like most things in fashion and beauty, nature is a huge inspiration. The fluidity of all those organic shapes, movement, and colour. It’s endless. Then there’s interior design which I’m really into at the moment. We’ve just finished renovating both our home and the Claremont studio, and my work has definitely been influenced by this. 

Q: Fashion and beauty are always evolving. How do you keep your work fresh?

A: I constantly experiment with new digital techniques, brushes, and textures. I’ve spent years honing my own signature style, and although I used to be very strict in maintaining it, I’ve been having more fun lately. I’m finding that while it’s evolving, it’s always got an essence that’s fundamentally me. 

It’s also really important to keep up with where trends are heading, so I rely on social a lot, following emerging designers, makeup artists, and stylists. And I’ve started a bit of photography and then there are the renovation projects, so interior design and other media forms are having a big influence on my new direction at the moment.

Q: You’ve worked with some incredible brands over the years. What’s been a standout project for you?

A: That’s a hard one to answer! Having my illustration featured on a limited edition GHD x Pamela Reif Chronos™ Styler last summer was surreal, but so was seeing copies of my book All Black Everything being purchased from all around the world. Saint and Sofia, Heaven Skincare, Guerlain, Kirstie Le Marque jewellery—there are just too many.

Q: Can you tell us more about your book, All Black Everything? How did it come about and has it influenced your life?

A: It’s always been a dream of mine to create an illustrated book, and the idea for ‘All Black Everything’ came to me while walking the dog one afternoon. It was one of those moments where inspiration struck. I started voice-noting my thoughts and just couldn’t stop. 

I’ve always used a lot of black when illustrating as I love how bold and graphic it looks. And then the more I looked at black outfits for my work, the more this influenced my own wardrobe. It’s a colour that genuinely suits every occasion and mood, and when people talk about having nothing to wear, I never feel that way. 

So I thought it would be great to combine my illustration style with my wardrobe, creating a guide that’s easy for people to follow. Helping them curate a capsule wardrobe that’s always put together. To be honest, I just really wanted to draw these looks and then share my illustrations, so I’m still a little shocked and genuinely touched when people tell me that they actually use my book to put their outfits together. 

Q: What are some of the biggest challenges you’ve faced and how did you overcome them?

A: It’s always tricky putting a time limit on creativity and early on in my career, I felt like I had to say yes to every single project. So this led to a bit of creative burnout on several occasions. But then I also had immense pride seeing my illustrations out there, in magazines or on a Maybelline stand, so pushing myself was definitely worth it.

I’ve since learned my own limits, so my biggest challenge now is balancing motherhood. Time management and realistic goals are a must. I’m just so fortunate that my job as an illustrator allows me to work from home.

Q: That’s some great advice. Anything else to add for the aspiring illustrators out there?

A: Sketch daily, experiment with techniques, and share your work online. Be confident. Reach out to brands or stylists, as this can lead to the best collaborations. But most importantly, find joy in the process!

Our beauty & fashion illustrator

From childhood sketchbooks to high-profile campaigns, Sally’s journey to becoming a respected beauty and fashion illustrator has been rooted in an undeniable passion for her craft. Fashion and beauty may be ever-evolving, but with a quiet confidence, her work remains unmistakably hers. 

If you’d like to see more of Sally’s portfolio then head over to her Instagram, or if you think her style could be a match for your brand, get in touch to book a meeting.