DIVA DOES… Private Hell NYC

DIVA DOES… Private Hell NYC

If you know me at all, you know I dig a nonconformist attitude, a self-thinker, an individual, a badass, a girl boss…

So when Private Hell NYC reached out for us to check out their new line, I was all in.

New to Private Hell? So was I. This peaked my interest:

It was important for me to create more than a logo, but to create a signature; something that people would immediately recognize as Private Hell and be able to identify with. My hope is for Private Hell to become a community of it’s own–a group of people with common interests and a way for people to relate to each other in the same way that a flag can have that effect.

-Travis Reilly

Using iconography to unite is something I can get behind, as my work centers around the visual.

Now am I the poster child of this movement? You be the judge ;) But if there is a single quality that defines a true diva, it’s personal style. So I worked this cap into a DIVAlicious look and used it as inspo for my makeup.

And as it tends to be around here, it was a good time…



This is the Flag Floral Snapback cap that sells for $30 on the Private Hell website.

I love the splash of Caribbean color on the brim against the graphic black and white logo.

To bring out its color and style, I added just a few items.

  • BCBG Pave Triange Ear Cuffs, $48. I live for these as they are a statement piece but crawl up the ear rather than dangle from it, so they never compete with a neckline. People stop and ask me where they are from all the time.
  • Illuminare Moisturizing Mineral Foundation, $27, in Sienna Sun. This may very well be my new favorite foundation (recommended by Mary Schook!) and I most likely will be doing a follow-up post on the 3 formulas in the line. This product is like second-skin gorgeousness with such beautiful bounce and radiance to it. You don’t need much to get an even, beautiful canvas for color. I also use it as a base for eyeshadow and liner. #FLAWLESS
  • Maybelline Color Tattoo Cream Gel Shadow, $6.99, in Edgy Emerald. No brush required, this formula glides on with your fingertip. Just tap on layers for added intensity. The bold shades dry down, then stay put. Score.
  • Em Cosmetics Waterliner Intense Color Eyeliner, $18, in Teal Tease. Also love this pigmented long-wear product for its ease of use. You line with one end, smudge with the other. If you want a precise line, skip the smudging. Easy peasy.
  • Maybelline The Falsies Big Eyes Mascara, $9.49, in Rebel Black. If you’re gonna hit those bottom lashes, hit ’em with a wand that fits. This mascara has a big curvy wand for major top lashes and a petite straight wand for defined lower lashes. Loves it.
  • NEW Maybelline Baby Lips Moisturizing Lip Gloss (not pictured, but shown in video), $4.49, in Just a Glimmer. This shade is perfect to wear solo or to top another color. It has a rebellious iridescence that compliments the hat.

Here’s how it all turned out…



And for those who want to follow along, here’s the makeup play-by-play, in hyperlapse speed mode, on half-face to show the comparison…


Lauren Cosenza - Beauty Expert and Makeup Artist

NOTE: This post is not sponsored. All thoughts are unbiased and my own. Samples were provided for editorial consideration and/or my use as a professional makeup artist. All photos are property of DIVAlicious.

Lauren Cosenza is the creator and editor-in-chief of DIVAlicious, a trusted beauty/fashion expert, an on-camera personality and spokesperson, a leading NYC-based professional makeup artist, a published contributor and writer, a brand consultant, a product junkie and an insatiable style seeker — with a former life at Cosmopolitan and Shape magazines.

Serving up style with a side of attitude, her site DIVAlicious gives women (and men) the confidence and permission to be fabulous. The site is filled with must-have products, pro tips and tricks, how-to DIY tutorials, makeovers, style inspiration and insider access. Topics range from beauty, fashion, culture, career, fitness, wellbeing, men’s and unisex offerings.