As a style icon herself, Gwyneth Paltrow’s no stranger to having her own signature beauty look: beach-blonde hair, sun-kissed glow, long lashes and nude lips. But in her latest ads for Max Factor’s Modern Icon campaign, Paltrow steps out of her comfort zone by channeling bold, influential looks from the ’40s through the ’80s, channeling Audrey Hepburn, Brigitte Bardot, Farrah Fawcett and Madonna.
Created by the beauty brand’s global creative design director (and all-around makeup genius) Pat McGrath, the transformations are incredible. It makes us wonder if Paltrow might adopt one of them as part of her permanent look—Hepburn’s flawless cat eye, perhaps? Yes, please! Click through above to check out the gorgeous shoot.