In conversation with Hind Sousan

In the century of softwares and algorithms cunningly dictating how we create and consume, a stark polarization on the topic of AI art coagulated pretty early on in the public discourse. The aversion heavily falls onto people’s growing fear and doubt for the future of art, AI’s opaque terms of (ab)use and the current state of artistic autonomy, held under a question mark. However, along all this ambivalence, Parisian artist Hind Sousan emerged as part of a frontline movement, having the infamous machinery submit to her praxis rather than the other way around. Spanning 6 years of makeup experience in the fashion industry (to which Hermes, Balenciaga, YSL and many others can attest), Hind took the extra step by seizing the conflicting machine intelligence and further enhancing her earnest, pre-established creative act. Her images can be described in a variety of ways – beautiful, intriguing, uncanny. Most importantly, they hold boldness, emotion, inspiration, and a sense of curated imperfection – traits that we digested together in our interview.

Hey there Hind! How’s it going?

Great, thank you! I’m in a very creative phase right now, and I’m loving it.

Glad to hear! That’s always the greatest phase. So… a little rewind. You paved your way into the fashion industry as a makeup artist, and then your growing passion for AI has shaped your craft into what it currently is. Am I right?  

That’s absolutely right! I’m still a makeup artist—it’s such an important part of my work. But alongside that, my passion for AI has opened up new dimensions for me. Today, I use AI to expand my creations and push the boundaries of what’s possible in the world of beauty. It’s a way of merging two worlds that, for me, complement each other perfectly: makeup, which connects directly to the real, and AI, which allows me to explore the unreal.

Can you detail more on this transition? What ignited your AI curiosity in the first place? 

The transition felt natural. My career as a makeup artist has always driven me to explore forms, textures, and colors in bold and unconventional ways. AI entered my life as both a creative and technical challenge. What truly ignited my interest was its ability to provide a new language for translating abstract, sometimes surreal, ideas into captivating visuals. It allows me to explore beauty concepts that transcend the physical limits of the human face.

What are some key discrepancies in the procedures of IRL makeup versus AI in your own craft?

IRL makeup is tactile and immediate—you feel the texture under your fingers, you watch how light interacts with the skin. With AI, it’s a completely different universe. You’re not working with materials but with ideas. Every detail, every light effect, every “imperfection” is deliberate and designed to evoke emotion. The biggest difference might be control: IRL makeup allows for some spontaneity, while AI forces you to anticipate every result.

Speaking of control, how do you balance freedom and restraint when incorporating AI?

For me, AI is liberating. It gives me infinite freedom to experiment with concepts I could never achieve with brushes. But this freedom comes with its own limits. AI remains a tool, not the inspiration itself. I have to guide every step and translate my emotions into data, which can be frustrating but incredibly rewarding.

This conversation makes me super curious about how you create. Can you guide me through your own process of making AI art?

It always starts with an idea or emotion I want to explore. I mentally sketch a scene or aesthetic, often inspired by my personal experiences or IRL world. Then I translate that concept into language—I describe every detail with precision so the AI can materialize it. The process is very collaborative, a constant exchange between my vision and the tool’s output.

Looking over your pictures is an aesthetically uncanny experience. Your shots are beautiful, as if an ominous truth was rendered girly and easy on the eye. What is your inspiration when creating?

I’m fascinated by imperfection. The idea that a scar, an asymmetry, or a rough texture can become beautiful deeply moves me. My work explores this paradox—making the strange familiar, softening what feels unsettling. My inspirations often come from nature, dreams, and raw human emotions.

Can you detail on this redefinition of perfection?

For me, perfection isn’t the absence of flaws. It’s in the story that an imperfection tells. With AI, I can exaggerate a “flaw,” magnify it until it becomes a focal point, an object of fascination. I want my work to challenge how we perceive beauty and perfection.

It’s quite a novel form of artistry, meaning you are a leader in this specific way of incorporating AI into art. Did you have role models to look up to coming into your AI makeup art? Are there any people in the field who inspire you now?

I’ve always been inspired by Topolino, who has transcended the limits of traditional makeup. As for AI, it’s a new frontier. I draw inspiration from digital artists, engineers, and thinkers who are redefining what it means to create.

AI is also a super polarising topic right now. Does it ignite more fear or elation when you read about its newest developments? 

A mix of both. AI is exciting because it opens unimaginable creative doors. But it also raises complex ethical and philosophical questions. I’m fascinated by its potential, yet I’m aware of its dangers, especially regarding overconsumption and environmental impact.

Do you have a personal AI philosophy? 

AI is a tool, not a threat. Its consequences will depend on how we use it. For me, it should remain a catalyst for emotions and innovation, not a substitute for humanity.

Because it is developing faster than our own comprehension of it, there’s a lot of discourse on its rather perilous nature –  from an environmental standpoint, for individual safety, and so on… Do you deal with doubts or dilemmas when making AI art? How do you make it into an ethical practice for yourself?

I strive to make my practice ethical by being mindful of AI’s impact. For example, I prioritize tools that minimize energy consumption and ensure my work respects human dignity. I constantly ask myself: Does this creation have meaning? Does it bring something positive?

Dreams and fears for the future of art, makeup industry, AI?

I dream of a future where AI and traditional artistic disciplines coexist to push creative boundaries. But I fear a standardization of art if AI is misused. My hope is that authenticity remains at the heart of every creation, regardless of the tools we use.