Sam Chapman
Sam Chapman is a British makeup artist and beauty creator, formerly one half of Pixiwoo, sharing tutorials and product discoveries alongside work as a co-founder of RUM.
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Latest
Sam’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Beauty PieOverview
- Also known as
- Samantha Chapman; formerly one half of Pixiwoo
- Work
- Makeup artist, beauty creator and RUM co-founder
- Breakout
- Pixiwoo makeup tutorials, starting in 2008
- Creative partner
- Sister Nic Chapman, co-creator of Pixiwoo
Mini bio
Before the camera.
Sam’s aunt, a makeup artist, sparked an early interest in the craft. After makeup school, Sam worked with celebrities and at fashion week, as well as at MAC and as a freelancer. [Source: 19/99 Beauty](https://1999beauty.com/blogs/conversations/sam-chapman)
The video that started it.
While pregnant with a second child, Sam filmed a quick smoky-eye demonstration for someone on an online makeup forum. The file was too large to share there, so Sam uploaded it to YouTube. Other people found it, and the audience grew. Nic joined about a month later. [Source: Beauty Pie interview](https://www.beautypie.com/blog/sam-chapman-my-life-in-makeup)
From Pixiwoo to the makeup bag.
The sisters’ Pixiwoo tutorials began in 2008. Real Techniques approached them in 2010, and their brush collection followed in 2011. They also wrote Face, published in 2016, and shared Glamour’s YouTubers of the Year award in 2017. [Source: Real Techniques](https://www.prnewswire.com/news-releases/sam-and-nic-chapman-the-faces-behind-real-techniques-and-founders-of-pixiwoo-win-youtubers-of-the-year-at-the-glamour-women-of-the-year-awards-2017-300472569.html); [Source: Face publication details](https://www.brownsbfs.co.uk/Product/Pixiwoo-Pixiwoo/Face/9781910536742)
Creating on new terms.
After stepping away from the beauty community in 2020, Sam returned with a solo YouTube channel. A 2024 podcast conversation explored that change and the pleasure of creating again. The next year brought RUM, founded with Sali Hughes and Jo Jones, with mascara as its starting point. [Source: Charisse Kenion interview](https://podcasts.apple.com/gb/podcast/ep-280-curating-your-social-media-the-beauty-of/id1466941875?i=1000676180272); [Source: RUM launch interview](https://www.vogue.co.uk/article/rum-beauty-pop-up-brand)
Creditschronological, newest first
- 2025RUM / Wrap PartyCo-founder with Sali Hughes and Jo Jones
- 2024Sam Chapman & Beauty Pie collectionMakeup collaborator
- 2016FaceCo-author with Nic Chapman as Pixiwoo
- 2011Real Techniques brush collectionCo-designer with Nic Chapman
- 2008PixiwooFounder, joined by sister Nic Chapman
Awards
Quotes
I think if it makes you happy, do it however you want.Sam Chapman, Beauty Pie
On personal freedom in makeup, in a February 2024 interview: https://www.beautypie.com/blog/sam-chapman-my-life-in-makeup
Trivia
- Sam remembers watching their mum apply blue eyeliner and blue mascara. [Source: Beauty Pie](https://www.beautypie.com/blog/sam-chapman-my-life-in-makeup)
- Sam credits making YouTube videos together with bringing the sisters closer. [Source: Beauty Pie](https://www.beautypie.com/blog/sam-chapman-my-life-in-makeup)
- Autumn 2026 favourites included Chanel Rouge Noir nail polish and brushed cotton bed linen. [Source: RUM](https://wearerum.co.uk/blogs/magazine/sam-chapmans-seven-things)
Find Sam
Follow Sam for makeup ideas, product discoveries and RUM updates.
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