About Us

Looking for a professional makeup range designed for use in the backstage theatre and the fashion world that’s now available to everyone? From amateurs to professional makeup artists, and everyone in between, Make-Up Studio Amsterdam has a wide and diverse range, with over 1500 SKUs, including an endless supply of colour and over 50 shades of foundation. They have been setting trends in the makeup industry before ‘trending’ was even a thing!

Make-Up Studio Amsterdam’s journey began in Amsterdam back in the early 1980s by a small group of makeup specialists, led by lead makeup artist Will Van Het Herk, an expert in the art of theatre cosmetics. Not satisfied with the quality of the makeup available, he decided to create his own line with top-quality ingredients from the best factories in Western Europe. Will and his team not only created the best quality makeup, but also developed completely new products, like the first ever matte eyeshadow with deep colour pigmentation that could be applied wet or dry. 

After receiving such great feedback from the backstage industry, Will wanted to share his passion and creation with the rest of the world. He went on to open a shop in the centre of Amsterdam called Back Stage, which still exists today. They have since become a staple for makeup artists, professionals and schools throughout Europe and the rest of the world.

Make-Up Studio Amsterdam now has its own production facilities in the Netherlands and is sold in over 70 countries throughout the world. It is casually creeping in and taking over those cult brands that compromise on quality for advertising. Make-Up Studio Amsterdam has stuck to one belief, make products that actually work! When the other brands were putting their products on counters in department stores, Make-Up Studio Amsterdam was already backstage making the famous names you know look extraordinary.

From catwalk parties and international fashion shows, to countless celebs, DJ’s and television shows, Make-Up Studio Amsterdam has worked with some of the biggest names in the industry. The likes of Maison the Faux at New York Fashion Week, Tony Cohen at Mercedes-Benz Fashion Week Amsterdam, Armin Van Buuren, Miss Earth World, RuPaul’s Drag Race Holland (now streaming on Stan), YouTube sensation Nikkie de Jager, and the Videoland Original Glow Up: The Next Dutch Makeup Star have all partnered up with Make-Up Studio Amsterdam due to its high quality on and off the screen.

Makeup has no rules, but it does have a theory. Make-Up Studio Amsterdam has the products available to let your inner creativity explode! Following the motto Art, Tolerance, Diversity, they empower everyone to create whatever their heart desires, no matter what walk of life, gender, nationality, sex, with their fully diverse and inclusive professional product range.

The brand has now made its way across the two oceans and a desert, from Europe to Australia, and are ready to share their passion and products with the land down under. Teaming up with Agencie Plus and their extraordinary team of beauty specialists, they are helping make Make-Up Studio Amsterdam accessible to retailers and businesses across the nation.