For some, wandering the aisles of Sephora in search of the perfect product can feel overwhelming. For Holly Sims, it’s always been the fun part. Even as a teenager, she was the one trying new things, testing products, and doing her friends’ makeup—drawn less to transformation and more to bringing out what was already there.
Years later, while in pharmacy school, a friend encouraged her to start sharing those finds online. To balance long days of studying with something purely creative, she began posting what she was trying, what she loved, and what she didn’t, with no real plan beyond that.
More than 35,000 Instagram followers later, Sims has become one of Birmingham’s most sought-after makeup artists and consultants, known for helping women highlight their natural beauty while letting their own skin shine through. As a part-time pharmacist and a mom of two young children, she brings both an understanding of how products perform and a careful eye for what truly enhances each face.
Here are eight products she wouldn’t want to live without:
1. Victoria Beckham Lid Lustre Shimmering Eye Shadow Pot
Favorite Shades: Chiffon, Tea Rose, Honey
These deliver luminous, light-catching depth without fallout. I layer Chiffon all over, Honey at the center of the lid, and Tea Rose to contour the outer corner. Tea Rose is effortlessly chic and endlessly flattering on its own.
2. Natasha Denona Hy-Glam Foundation Hydrating & Blurring Luminous Longwear Serum Foundation
This is my “radiant but real-skin” foundation. It gives medium, naturally blurred coverage with a luminous finish that never looks heavy; just healthy, hydrated, second-skin glow.
3. Saie Glowy Super Gel Lightweight Dewy Multipurpose Illuminator
One pump mixed into any base instantly adds life. I use it to sheer out fuller-coverage foundations or wear alone for that effortless, lit-from-within summer skin. Shade Roseglow is my personal favorite.
4. Sarah Creal Face Flex Concealer & Complexion Enhancer with Caffeine
The most forgiving under-eye formula I’ve found. It brightens without settling, creasing, or exaggerating texture and is especially beautiful on mature skin that needs coverage and flexibility.
5. Dior Backstage Glow Maximizer Palette
Blended, the four highlighter shades create a sophisticated, light-reflecting glow that flatters without sparkle. I also press it onto my eyes for a seamless, luminous finish that feels modern and polished.
6. ONE/SIZE by Patrick Starrr Powder Melt Glass Setting Spray & On 'Til Dawn Mattifying Waterproof Setting Spray
Powder Melt first for a radiant, skinlike finish, then a light mist of Mattifying to lock everything in. Makeup stays fresh, smooth, and long-wearing—never flat.
7. Yves Saint Laurent Lash Latex Sculpting & Lengthening Mascara
My current mascara obsession: Lash Latex gives glossy, sculpted volume with real length—no flaking, no smudging, just lifted, defined lashes that stay put.
8. Lawless Forget The Filler Lip Plumper Line Smoothing Gloss
Shade Velvet is the gloss I reach for every time. It gives plush shine and a subtle plump over any lip look: no stickiness, just smooth, fuller-looking lips.