In 2025, the word boho conjures a specific style in the mind's eye. A tiered, ruffled white skirt that almost sweeps the ground. Cowboy boots worn with a slinky slip dress, dangly necklaces, and whimsical bag charms.

When it comes to people , though, the moodboard looks largely the same as it did when boho style last reigned supreme, some 20 years ago: Sienna Miller , Georgia May Jagger , and Alexa Chung . What do all three women have in common? Well, besides lifelong VIP access to Glastonbury, they share the same makeup artist, Wendy Rowe .

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Synonymous with the smudgy, grungy, clean-without-looking-too-manicured aesthetic, Rowe has cornered the boho beauty market. “To me, the modern boho mak

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