When Marc Jacobs Beauty was launched in 2013 with its sleek and shiny black lacquer-finish packaging, and true-to-makeup-artist formulas, it changed the luxury cosmetics game for the LVMH-owned Sephora and Kendo.

With Jacobs’ signature quirky-edgy-sexy-sophisticate aesthetic, and quality products, the brand impressed beauty junkies amd flew off the shelves.

Fast forward five years, the brand still holds its own (it has 1.8 million followers on Instagram); but it needed a new spin to keep beauty shoppers excited.

In the face of immense competition, from runaway cult indie brands to those built entirely on pop culture, beauty brands have to reinvent themselves almost constantly.

New formulas, another pretty face, fancy packaging, limited edition products; the works.

But instead of trying too hard; Marc Jacobs Beauty stayed true and simply went down the tried-and-tested route of associating itself with the top makeup artists in the business.

Such as the legendary Dick Page, and Diane Kendal.

Marc Jacobs Beauty also signed on a bevy of the top makeup artists in showbiz as Global Industry Ambassadors; and boy, is it working.

Especially when they include talents Sarah Nicole Tanno (of Lady Gaga fame), and of course New Yorker of Vietnamese descent, celebrity go-to artist Hung Vanngo.

Vanngo has injected a breath of fresh air into the brand with his refined, pretty and sophisticated makeup looks for everyone from the likes of Selena Gomez, Olivia Culpo, Emily Ratajowski, Cindy Crawford, Kaia Gerber to Kate Bosworth.

Over dinner in Singapore this month, Hung shares how he never plans his looks ahead of time with sketches and lookbooks.

“I work best when I get to come up with the ideas, shapes and colours on-the-spot,” he says.

Here, a closer look at TBG‘s favourites from his work using Marc Jacobs Beauty.