A speddy scroll through Belinda Masri’s Insta account is enough to reveal an undeniably impressive ability to blend a cream shadow. Or, flawlessly, execute a doughnut glazed lip on MAFS favourite Rihanna. But, the real magic of this Australian make-up artist is in her story. From a teenage bedroom scribbling in a notebook to running a makeup empire, Belinda has always done things on her own terms. And her new Aussie beauty brand, Got Plans, is no exception.
Belinda didn’t grow up obsessed with lipstick or highlighter. In fact, makeup was the last thing on her radar. As a teen, she battled acne, and it was through experimenting with creams, colours, and concealers that she discovered makeup could be powerful – not for perfection, but for confidence. Add in her love for drawing and an innate understanding of colour theory, and it wasn’t long before friends were knocking on her door for full-on transformations. Fast forward eleven years, and Belinda is now a celebrated makeup artist, social creator, trainer, and founder of a line that embodies her aesthetic: real, wearable, and confidence-boosting.
“From an idea in my Notes app to this moment in my living room… I’m lost for words,” she reflects, smiling at the memory of launching Got Plans.
And while that launch felt like a dream, it came with a fair share of comedy. Belinda admits she underestimated how long packing orders would take, accidentally gave everyone free shipping on launch day, second-guessed decisions she had made hundreds of times, and even sent a customer the wrong lipstick shade. These moments of chaos, Belinda says, are part of building something authentic – just like her brand.
Belinda’s credibility isn’t just charm and personality. Named one of The 10 Australian Makeup Artists to Watch in 2021 by the Australian Business Journal, she’s worked with clients from Australian Fashion Week models to MAFS contestants, earning praise for her precision, versatility, and ability to make every client feel like their best self. That expertise is woven into every Got Plans product – rich pigments, buttery textures, and glow-inducing highlighters designed to last from morning coffee to last kiss.
Got Plans? Swap them and stock up on these four essentials
Got Plans isn’t about trends that fade. It’s about formulas that move with life. Every product is vegan, cruelty-free, and ethically made, designed in Australia and crafted in certified high-quality facilities. Belinda’s philosophy is simple: “I wanted makeup that works as hard as you do. If you’re running from a meeting to brunch to a night out, you shouldn’t have to worry about it.”
- Got Plans Eyelash Curler: Instantly curls, boosts volume, and brightens eyes, creating the perfect base for mascara or falsies. Effortless glam, everyday.
- Got Plans Diamond Shimmer: A multidimensional sparkle that shifts with every move. Ultra-smooth, buildable, and zero fallout, it glows from soft radiance to full-on dazzle. Long-wearing and flattering on every skin tone, perfect for eyes, lips, cheeks. Or, wherever you want to shine.
- Got Plans Lip Butter: Creamy, cushiony, and hydrating, it glides on with a sheer-to-buildable tint and glossy finish. It also blurrs dry patches while feeling light and comfortable. Perfect alone or layered over your favourite liner, it’s lip colour that loves your lips back.
- Got Plans Cream Blush: Soft, blendable colour that melts into the skin for a natural, skin-like finish. Effortless to wear, long-lasting, and never disturbing your foundation, it instantly lifts and brightens for that “I’ve got plans” glow. Build it sheer for a subtle flush or layer for a full, main-character moment.
