The Face It Project

Beauty is such a multifaceted thing. You’ve by now most likely noticed our tagline—Beauty + Substance—and it is truly at the heart of what we do, of what we are all about and what we share with you. We seek out those who work in the field of beauty, in whatever form, and delve into their work, their processes, their thoughts, feelings, and aspirations. We believe that trends are fleeting, but the talent, the human element of creation, is what is truly lasting.

We stumbled upon Joey Rosado’s work on Instagram (a favorite breeding ground of ours, actually) and it was one single image, combined with a powerful message of acceptance and empowerment, that caught our eye. It prompted us to reach out to him to find out more about his work and purpose and the exchange that followed simply confirmed what we had already suspected: his work is beautiful, powerful and important.

The image that we noticed was one from “The Face It Project”,  a photographic collection that shows people who had faced what seemed like the insurmountable, had found a way to get passed it and come out stronger.

In Joey’s own words, “The “Face It Project” started a few days after the new year. For most people, they go by the ‘New Year, New Start’, myself included. So for this year, I wanted to start off right. I wanted to inspire and motivate everyone.

People who’ve been through rough stretches and looking for that ‘Breakout’—that moment that would lift their spirits and overcome any obstacle ahead of them. I want them to face their challenges, face their everyday obstacles, face their everyday problems and work their way to find a solution. I want them to feel inspired, feel motivated to pursue whatever that is that they want to achieve. Each photograph has a story. What they do, what they want in life and what they will do to achieve it.

What developed was an incredible testament to courage, strength, and resolve. This is a statement of true beauty, without it ever aspiring to be so. This body of work reflects the qualities and the determination that create a beauty that cannot be expressed in mascara or hair color; it can only be complimented. As beauty professionals, we seek to showcase the inner beauty of our clients through their appearance. As beauty lovers, we seek to display our persona, the inner qualities that make us unique, to the outside world.

Joey sums up the beauty inherent in this project, when he explains, “Everyone at some point in their lives experiences bumps in the road to their goals or fulfilling their dreams and leaves them at a standstill or they just want to give up. Some are even scared of taking that risk, that leap of faith, not knowing what it is in front of them. It is time you guys face your fears, save your excuses and focus on what you can do to get closer to where you want to be. Life is never easy, there are always obstacles ahead of you. But where there is a will, there is a way. It’s not how hard you can hit, but how hard you can get hit and keep moving forward. How much you can take and keep moving forward.”

And that, Dear Industrie, is true beauty.

Jessica Tondu | Singer/Performer 

Face it project photo from Joey Rosado
“Don’t think about what can happen in a month. Don’t think about what can happen in a year. Focus on the 24 hours in front of you and do what you can to get closer to where you want to be.”

Markus Prime | Sketch and Visual Artist 

Face it project photo from Joey Rosado
“Don’t you get it? You can’t stop me. I’ve been at this too long. I’ve given up too much for this. I know who I am and where I’m going. I own my gift, not you. I come back stronger each and every time. I am fearfully and wonderfully made. I will not lose because you are petty. I will not stop proclaiming my love for the colored queens of this world because of your ignorance. I am MARKUS PRIME.”

Folasade Adeoso | Model/Graphic Artist

Face it project photo from Joey Rosado
“Before this photo there were plenty of others. I have this habit of asking a photographer If I can look at my photos once they’ve taken it. When Joey showed me the photos he took of me, I noticed that I wasn’t smiling in them. I asked him to take some more photos saying “I want people to see me smile more”. I always feel like my photos don’t share enough of my smile. I have so much to smile about these days, that I’m going to make it a priority to share my smile with others. It goes a long way.”

Nerissa Irving | Feminine Health Teacher/Sex Therapist/Former Playboy Model/Mother 

Face it project photo from Joey Rosado
“Break down all barriers that prevent you from being you. Nobody’s opinion about you matters except your own”

Paola Mathe | Visual Artist/Creative Director/Owner of Fanm Djanm (Strong Woman)

Face it project photo from Joey Rosado
“If I could write a letter to my younger self, I would tell her to smile more. I would tell her that life will get better. I would tell her not to take it so hard on herself. I would tell her that everything holding her back are minuscule to the power that she holds. I would tell her that she is special. And that no one can take her light away from her. So since, I can’t tell my younger self that. I’d like this letter to go to all little girls around the world who ever doubted themselves. And I’d also like to tell them that they are beautiful.”

TK Wonder & Cipriana Quann |  TK Wonder is a Model/Singer & Cipriana Quann is a Fashion Blogger/Stylist/Model 

Face it project photo from Joey Rosado
“I’ll never turn my back on the person who has my back no matter what.”

Photographer: Joseph Rosado