JO, 41, from Gainford, County Durham, is a professional freelance make-up artist based in the North-East and works with clients across the UK. She has been in the beauty and fashion industry for most of her working life, for Lancome UK, as boutique manager for Elan, and now as a freelance make-up artist.

“The make-up brands I use for my work include Lancome, Estee Lauder, Jemma Kidd, Nars, Bobby Brown, Boots No7 and many more products,” says Jo. “As I am not tied to any particular supplier, I only use what is right for your skin.”

Jo has just won the beauty category of The North East Wedding Awards and decided to arrange the autumn shoot with Elan to showcase local businesses. Fashion boutique Elan is in Grange Road, Darlington; photographer Martin Castein is based in the North-East; Glamrus model agency is based in Gateshead; Hooker and Young have hair salons in Darlington, Wynyard, Seaham, Gosforth. The Jesmond salon has just picked up Retail Salon of the Year Award at the British Hairdressing Business Awards.

“It was perfect timing as Elan had just got together the autumn/winter collection, with some fabulous pieces, and our model, Rebecca Mason, had just won Miss Sunderland and this was her first shoot,” says Jo.

The shoot took place near Jo’s home, in Gainford, and at the village’s Academy Theatre, home to the Gainford Drama Club since 1950. The building was originally a school, which actor Stan Laurel of Laurel and Hardy fame once attended.

“We shot outside and in to show the transition between natural make-up and the sort of make-up we should be wearing for partying this season,” says Jo. “Outside was what we call the ‘make-up, but no make-up look’; foundation, blusher, lipstick is all there, but applied in such a way that the face looks clean and natural.

For night-time this season, burgundy lips and smoky eyes are the way to go.”

If you’re not sure how to apply it, Jo is a tutor for “masterclass AT HOME”, where women can book in to learn the backstage basics of professional make-up application.

When she’s not doing photoshoots or classes, Jo works with photographers to do commercial editorial and spends a lot of time doing wedding make-up. “I’m busy with weddings throughout the year,” she says. “There’s no particularly quiet season now; it’s any time of the month, any day of the week.”

Her next project is taking her down to London to work backstage with her mentor, celebrity make-up artist Arianne Poole, at the annual Breast Cancer Care Campaign fashion shows. “The fashion is sponsored by people like Vivienne Westwood and the models are all cancer patients or former cancer patients. It’s hugely rewarding… and very frantic,” says Jo.

Men, too, have submitted to Jo’s magic makeovers, including GlaxoSmithKline boss Sir Andrew Witty. “I did the make-up for a Christmas TV appearance for him,” says Jo.

“He wasn’t at all bothered. I think men who appear on TV nowadays are quite used to makeup.”