Daniel Sallstrom
Makeup Artist, MA+ Group
The Swedish makeup artist’s psychologically layered and performance-informed approach to editorial and runway beauty have made him a distinctive creative force.
Daniel Sällström is a London-based makeup artist known for his transformative, character-driven aesthetic, sought out for high-concept fashion storytelling. His work blends elements of performance, editorial experimentation and psychological nuance.
Originally from Gothenburg, Sweden, Sällström moved to London at age 20. He gained early acclaim after being discovered by MAC Cosmetics for his distinctive self-styled looks. Drawing on the stark contrast of Sweden’s seasonal light and the expressive, underground creative scene in London, his approach quickly evolved into a unique visual language that emphasizes identity, transformation, and mood.
In recent years, Sällström has become increasingly visible through contributions to major editorial projects and high-profile campaigns. His surreal, homage-style story for W Magazine's “The Originals” issue in 2022, inspired by mid-century visionaries Pierre Molinier, Serge Lutens and Irina Ionesco, showcased his ability to merge historical reference with contemporary sensibility. In 2025, he led makeup direction for Rick Owens’ Spring/Summer 2026 men’s runway, Vivienne Westwood’s Autumn/Winter 2025 campaign with Juergen Teller and the Alexander McQueen Autumn/Winter 2025 pre-collection show. He has also contributed to editorials and covers for Acne Paper, Harper’s Bazaar Italia, Double Magazine and Pop Magazine. His rise reflects a broader industry shift toward narrative-rich beauty direction that transcends surface aesthetics.
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