Using broad strokes, lipgloss by the gallon and minute lighting, Swedish still life photographer Magnus Cramer makes material come alive. ”It’s funny, really” says Magnus. ”I’ve got a diploma in engineering, but I spend a lot my days spreading thick layers of mascara on a piece of paper in a studio.”

While that might be something of a simplification, there is no denying the creativity and meticulousness in his work has allowed him to carve out his own special niche in the world of cosmetics and be sought after. But Magnus uses anything but delicacy when he designs his set ups. ”In the end, it is all in the lighting” he says. ”I guess that may be the engineer in me speaking. I simply won’t give up on an image until I am satisfied.”

Clients include Douglas, Electrolux, H&M, L.O.V Cosmetics, Olympus, Oprah, Oriflame, Piz Buin, Reebok, Samsung, Swarovski, Volvo and Tush Magazine.