Анотація: (English) The article examines the influence of different types of lighting on the perception of makeup in photography and video, with an emphasis on changing the color rendering, skin texture, and visual volume of the face. The study also incorporates a photographic approach based on professional visual content production, where lighting is a key factor shaping perception. The features of natural and artificial light, including warm and cold sources, directional and diffused light, as well as the effect of lighting intensity on makeup detail, are analyzed. The research applies the EFM (Emotional Framed Method), developed by Iuliia Tarasenko, which is based on controlling visual perception through lighting, framing, and emotional impact in the photographic process. It is shown that the choice of lighting directly affects the perception of shades of cosmetics, the degree of contouring, and the overall impression of the image. Special attention is paid to the differences between the perception of makeup in a static image and in the dynamics of a video, where lighting can change and create additional visual effects. The paper also discusses practical recommendations for adapting makeup to different shooting conditions to achieve the most natural and aesthetic result.