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Thanks to capitalism, the importance placed on beauty has never been so manipulated. We are the guinea pigs force-fed ads that tell us how pathetic we are: that we will never be loved, happy or valuable unless we have the body, the face, the hair, even the personality that will apparently be ours, if only we buy their products.

I had always wanted to expand to beauty, but I knew I wanted to be able to translate my design aesthetic in an authentic way.

I used to see Estee Lauder's ads everywhere in the subways of Beijing, and I thought how wonderful it would be if the model on them was myself!

I always had a vision about beauty in general, so probably that's what really drove me into that direction of creating a makeup brand.

I never wanted to be the face of the brand. You haven't seen me in my own ads. You don't see my logo all over my clothes. From the beginning, I wanted the clothes to stand on their own.

I regard a great ad as the most beautiful thing in the world.

I remember really loving the CoverGirl ads when I was younger - there was something very cool about how they always put the girls in white. It looked so clean.

I always loved aesthetics. Not particularly fashion, but an idea of beauty.

Beauty has been democratised. No longer the preserve of movie stars and models but available to all. But while the invitation to beauty is welcomed, it has become not so much an option as an imperative.

I don't think there were great beauty trends in the '90s - I was just doing my own thing.