Joey Choy

Originally from Hong Kong, Joey graduated with a degree in computer engineering before realizing her true passion was makeup. After attending a makeup school in Hong Kong, Joey then moved to London to pursue her own career in the fashion and beauty industry. 

After meeting legendary make-up artist Val Garland, she was hired as her first assistant and worked with her for over four years.

As of 2019, Joey decided to work independently, working with some of the most influential names in the fashion world, including; Photographers Nick Knight, Jem Mitchell, Phil Poynter, Nobert Schoerner , Brands such as Balmain, MAC, Fiorucci, Tom Ford, and Publications; Vogue, SHOWStudio, CHAOS69, Harper’s Bazaar, The Face & i-D. 

According to Joey's article in Dazed magazine, "Creating art on a human is like visualising the character, a personality. Technically, it can be an enhancement or a disguise," - "I guess we are trying to capture something greater than beauty."

Joey signed to Premier Hair and Makeup in April 2022.

Photographers

Ahmed Hassan, Alasdair McLellan, Alex Bramall, Alex Leese and Luke Casey, Amber, Pinkerton, Anna Hendry, Barbara Donninelli, Begum Yetis, Bella Howard, Benjamin Madgwick, Benjamin Tietge, Cass Bird, Chantel King, Christina Ebenezer, Dan Boulton, David Vail, Derek Ridgers, Ekua King, Erika Kamano, Ewen Spencer, Felicity Ingram, Ferry van der Nat, Gabriel Moses, Gareth McConnell, Jack Bridgland, James Stopforth, Jem Mitchell, Jenny Brough, Jon Emmony, Kai cem Narin, Kalpesh Lathigra, Kasia Wozniak, Kate Bones, Laura, Allard Fleischl, Maisie Cousins, Marcus Schaefer, Mathew Eades, Meinke Klein, Michael James Fox, Michael Stuart Daley, Nick Knight, Nick Thompson, Norbert Schoerner, Paul Scala, Phil Poynter, Philip Sinden, Piczo, Rachell Smith, Rob Rusling, Russell Higton, Oscar Lindqvist, Sarah Brimley, Sascha von Bismarck, Simon McGuigan, Suleika Mueller, Thomas Cooksey, Timo Kerber, Tom Ordoyno, Vasily Agrenenko, Willow Williams, Yvan Fabing, Zach Apo Tsang

Editorial

10 Magazine, 10 Men Megazine, British Vogue, Chaos SixtyNine, Cosmopolitan Russia, CRASH, Dazed, Elle UK, ES Magazine, Grazia UK, Harper's Bazaar UK, i-D, Infringe Magazine, L'Officiel (Brazil, Ukraine), L'Officiel Hommes Thailana, Metal Magazine, Numero Netherlands, Puss Puss Magazine, Rake Progress, Schon! Magazine, SHOWStudio, Stylist, The Face Magazine, The New Yorker, The September Issue, The Violet Book, Tush Magazine, Unpolished Magazine, Vogue (Italy, India, Portugal, Singapore) 

Advertising/PR

Balmain, Bianca Saunders, BY FAR, Chaor, De Beers, DL1961, FARFETCH, Fiorucci, Gareth Pugh, Harris Reed, KMAStudio, M.A.C Cosmetics, Matches, Missoma, Saloni, Shaun Leane, Superdry, The Body Shop, Tom Ford

Celebrities

Daisy Edgar Jones, Georgia May Jagger, Lila Moss, Sonam Kapoor