James Vincent first began his makeup career as a college student, while studying Theatre and Social Work (with a concentration in Women' Studies). He began to focus seriously on make-up for stage and film, and with his passion for cosmetics and a dedication to women's health and causes, James was hired by The Body Shop to develop alternative training programs for the staff and to coordinate community involvement.

Working at M.A.C. Cosmetics as a make-up artist, and eventually as a Special Projects Trainer, James began a long path of devotion to artistry, quality, and customer care. This eventually led to an expansion of his artistry beyond stage production and retail, to include television, beauty and editorial make-up.

Upon moving to New York, James played an integral role in the launches of niche cosmetic lines including Urban Decay, Stila, L'Occitane, and Alchemy Cosmetics. He created a presence for these companies within major department stores and specialty boutiques, while also training company artists and organizing special events. This drive led to the creation of Pretty Pretty Cosmetics.

Throughout the years, James has worked in all mediums of make-up and been driven by his desire to keep an acute understanding of what modern women look for in cosmetics. James’ work has appeared in magazines including Paper, Allure and Index Magazine. His celebrity list has included clients as diverse as Gina Gershon, Bijoux Phillips, Jane Fonda, and Liv Tyler. His work has appeared on the runways of London, Los Angeles and New York for designers including Christian Joy, Christopher Dean, Ashton Michael, and Emmanuel Katsaros, on television for clients including Good Morning America, The Today Show, CNN, Fuse, MTV, BBC, and BET. He has been featured on numerous television shows as a beauty expert such as NBC Universal's Home Delivery and NBC's The Today Show. Nylon magazine and WWD have named James as a "makeup artist to watch".

James is currently a featured presenter for The Powder Group, a collective of talent that spans the makeup artist industry and the globe. The Powder Group events are presented by working makeup artists and experts from every area of the industry who possess a genuine passion for sharing their knowledge and skills.