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, Norbert 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 visualizing 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 with Premier Hair and Makeup in April 2022.

Photographers

Ahmed Hassan, Alasdair McLellan, Alexander Beer, 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, Christopher McCrory, Chris Sutton, Claire Harrison, Dan Boulton, David Hughes, David Vail, Derek Ridgers, Ekua King, Emma Summerton, Erika Kamano, Ewen Spencer, Ezra Patchett, Felicity Ingram, Ferry van der Nat, Gabriel Moses, Gareth McConnell, Jack Bridgland, James Stopforth, Jem Mitchell, Jenny Brough, Jon Emmony, John Gregory, John Paul Pietrus, Joseph Bates, Kai Cem Narin, Kalpesh Lathigra, Kasia Wozniak, Kate Bones, Laura, Allard Fleischl, Laurie Bartley, Maisie Cousins, Marcus Schaefer, Mariano Vivenco, Mathew Eades, Meinke Klein, Michael James Fox, Michael Stuart Daley, Nick Knight, Nick Thompson, Norbert Schoerner,  Oli Kearon, Paul Scala, Phil Poynter, Philip Sinden, Piczo, Rachell Smith, Rob Rusling, Russell Higton, Ruth Ossai, Oscar Lindqvist, Sarah Brimley, Sammy King, Sascha von Bismarck, Simon McGuigan, Simon Thiselton, Solve Sundsbo, Suleika Mueller, Steve Harnake,  Thomas Alexander, Thomas Cooksey, Timo Kerber, Tom Ordoyno, Vasily Agrenenko, Willow Williams, Yvan Fabing, Zach Apo Tsang

Editorial

10 Magazine, 10 Men Magazine, British Vogue, Cap 74024, Chaos SixtyNine, Cosmopolitan Russia, CRASH, Dazed,  Departures, Duel, Elle UK, ES Magazine, Grazia UK, Harper's Bazaar (Arabia & UK), Hashtag Legend, Hero, Heroine, i-D, Infringe Magazine, King Kong, L'Officiel (Brazil, Ukraine), L'Officiel Hommes Thailand, Manifesto, Marvin, Metal Magazine, Mission Magazine, Nion, Numero Netherlands, Puss Puss Magazine, Rake Progress, Schon! Magazine, SHOWStudio, Stylist, Soho House, The Face Magazine, The New Yorker, The September Issue, The Violet Book, Tush Magazine, Twin, Unpolished Magazine, Vogue (Arabia, Italy, India, Portugal, Singapore), W Magazine, WOW Beauty

Advertising/PR

Balmain, Bianca Saunders, BY FAR, Chaor, De Beers, Christian Louboutin, DL1961, Estee Lauder, FARFETCH, Fiorucci, Gareth Pugh, Harris Reed, KMAStudio, M.A.C Cosmetics, Matches, Missoma, Mulberry, Nina Ricci, Richard Quinn, Saloni, Shaun Leane, Superdry, The Body Shop, Tom Ford

Celebrities

Beabadoobee, Cora Corré, Daisy Edgar Jones, Dafne Keen, Damson Idris, Ella Richards, Georgia May Jagger, Harris Reed, Jerry Hall, Jodie Turner-Smith, Kate Moss, Lauren Wasser, Lila Moss, Lucie de la Falaise, Maddi Waterhouse, Robert Pattinson, Rosy McEwen, Sabrina Carpenter, Shanyan Koder, Sonam Kapoor,  Suki Waterhouse, Sky Ferreira, Tessa Kuragi, Thandie Newton, Tilda Swinton.