Amgen

Hollywood makeup artist talks about living with plaque psoriasis and looking beyond the surface

Plaque psoriasis can be a very visible condition. The plaques emerge as raised, inflamed, and scaly patches of skin that might also itch and even be painful. They are often red, but on skin of color, the plaques also appear darker and thicker, even taking on more of a purple, grayish, or darker brown color. They can show up anywhere on your body, though they most often form on the scalp, knees, elbows, and torso, and they generally appear symmetrically, affecting the same areas on both the right and left sides of the body. About 80% of the more than 8 million people in the U.S. living with psoriasis experience plaque psoriasis. But, while plaque psoriasis is fairly common, not too many people understand that it is actually an autoimmune disease that starts inside the body. So, oftentimes it makes sense to treat the condition from within, especially for more difficult-to-treat areas. Allan Avendaño believes that we should all view people living with plaque psoriasis through a similar lens, to look beyond the exterior to the person within. And that includes how people with the condition view themselves.

No one knows that better than Allan Avendaño. Not only is he a renowned Hollywood makeup artist, but he has also lived most of his life with plaque psoriasis. He has spent his entire career helping movie stars and A-listers accentuate what they feel are their best physical features while, at the same time, giving them the confidence to let their personalities shine — and that’s something he’s learned to do to himself along the way. Now Avendaño has teamed up with Amgen for INSIDE LOOK, a campaign to share his own personal journey with plaque psoriasis and the difficulties of working in his demanding role while dealing with a chronic skin condition. The campaign encourages people to go beneath the surface of plaque psoriasis and learn more about the importance of treating the condition from within. It’s also raising awareness about what it’s like to live with the condition, in hopes of helping others to feel more comfortable and confident in their own skin. “I thought I was the only one, I always felt alone,” says Avendaño. “And this will really help people to not feel alone.”

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Allan Avendaño, renowned Hollywood makeup artist.

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As part of the INSIDE LOOK campaign, Avendaño had the opportunity to apply his expertise and give a psoriasis-friendly makeup tutorial to a patient named Sarah, who is living with moderate to severe plaque psoriasis. The two walked through the entire process of applying makeup with gentler methods, tools, and products, from skin preparation to foundation to applying mascara and lip liner in a way that would accentuate Sarah’s natural beauty and not irritate or inflame her skin. Along the way, the two also bonded over their shared experiences living with plaque psoriasis. For instance, when it comes to cleaning the skin, Avendaño suggested Sarah apply an oil-based cleanser with her fingers instead of an applicator. The tip unlocked a memory from Sarah’s youth. “I feel like you’re doing a little bit of really super gentle exfoliation when you’re using your fingers,” Avendaño told Sarah in the tutorial. “But you’re not using anything harsh like a normal exfoliator.” “When you say using your fingers is gentle, I’m having flashbacks to when I was younger and was like, ‘let me grab this abrasive loofa and just scrub,’” replied Sarah. “Because you wanted the plaques gone so bad.” The tutorial also featured dermatologist Dr. Jennifer Soung, Director of Clinical Research at Southern California Dermatology, who joined the conversation with important medical insights about plaque psoriasis, such as the fact that scrubbing the plaques in the way Sarah described can actually make the spots worse and even trigger new plaques. Dr. Soung also emphasized the importance of treating the condition internally and well as externally.

"I thought I was the only one, I always felt alone, and this will really help people to not feel alone.”

"We started with a make-up tutorial, but Sarah and I were able to go beyond the surface, and get an INSIDE LOOK at each other’s real experience with plaque psoriasis."

Allan Avendaño (left), Sarah (right).

“As a dermatologist, I see many patients with plaque psoriasis, and I know firsthand the immense impact the condition can have on someone’s life,” says Dr. Soung. “There are various options for treating plaque psoriasis, and for those with plaque psoriasis in difficult-to-treat areas, such as the scalp, patients may need therapy that treats psoriasis beyond the surface of the skin. I recommend that people with plaque psoriasis consult their dermatologist, either in-person or through virtual medicine, to determine the right treatment plan for them.” Throughout the tutorial, Sarah and Avendaño talked about accepting who they are on the inside and out and not hiding behind makeup or anything else because of their condition. They shared how they have learned to embrace their inner selves. They also agreed that connecting with their dermatologists helped them find the treatment plans that work for them. “We started with a makeup tutorial, but Sarah and I were able to go beyond the surface, and get an INSIDE LOOK at each other’s real experience with plaque psoriasis,” said Avendaño.

To watch the makeup tutorial and learn more about INSIDE LOOK, plaque psoriasis, and Avendaño’s personal story, visit www.InsideLookPsO.com.

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References: 1. National Psoriasis Foundation. Plaque Psoriasis. Available at: https://www.psoriasis.org/plaque/. Accessed December 4, 2021. 2. National Psoriasis Foundation. About Psoriasis. Available at: https://www.psoriasis.org/about-psoriasis/. Accessed December 4, 2021. 3. Strober J Am Acad Dermatol 2020 4. Merola Dermatol Ther 2018

To watch the makeup tutorial and learn more about INSIDE LOOK, plaque psoriasis, and Avendaño’s personal story, visit www.InsideLookPsO.com.

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