DB: What’s the ethos behind BeautyMART?
A-MS: We present an edited selection of products, based on Millie’s experience of owning a brand and being a ‘shop girl’, and my experience as an editor, where I was constantly bombarded with what was on the market and had to pick the best and make it look fun. Beauty always seemed to fall into either glamorous or clinical, but there’s a world in between. Most women dress up for clubs, festivals, parties, and not some glitzy lounge somewhere. We wanted to reflect the fun of beauty by using black counters, neon colours, and make it look a bit like a nightclub. Our shelves when we launched were a mix of products like Embryolisse, Trilogy and Bioderma, exactly like our shelves at home. A friend once described our look as a ‘Roxy Music album cover from the 1970s’ and I thought that was perfect.
A-MS: At first, we probably spent a year going out and seeing people, from the ‘big boys’ to the teeny tiny brands. We ended up with enough brands and products to fill quite a big space – I spent an entire holiday in Italy working on a giant brand plan Excel spreadsheet that was like the Enigma Code. But from the minute we opened our doors, brands started coming to us.
It’s the accumulation of nearly thirty years of seeing everything, following brands through their lives – for example, when I worked at Marie Claire there were no make-up artist brands. Shu Uemura launched after that time, there was no Bobbi Brown, no NARS, no Laura Mercier. I’ve seen the beginning of the spa brands, the dermatologist brands – I’ve absorbed a lot. I’m very visual too – I was always a stylist as well as a journalist. I can just sniff out a product a mile off. Millie’s the same. Put twenty products in a line up and let us both choose and I guarantee you we’d pick the same five things. It’s just a sixth sense.
DB: How should customers choose in a store when we’re confronted with rows and rows of product?
A-MS: Do your homework online beforehand. Though I still think magazines are a good source of information because it’s an edited selection. If you have a relationship with a magazine and it’s your style, and your world, I think the voices of the Beauty Editors are very important because they understand that world and can offer products that will work for you. Having said that, it’s hard to establish your taste and style early on and experimentation is important. Subscribe to a box company like Birchbox just to experiment across products at a low price. Be cheeky, ask for samples – get counters to do your make-up, try products. Go home, make notes, research it further and then make a commitment.
Our guiding principle at BeautyMART is not to confront people with too much choice – its about the iconic products. Even online, if we present too much choice, our sales dip.
DB: Which products are you loving at the moment?
The product that started the whole ziploc thing for me was the Barely Cosmetics Definer Sponge (£9.99) – a design from a MAC makeup artist who decided she was sick of having to keep washing everything, so she brought out a black sponge with a defined edge so you can do eyeliner, lips and so on.
There’s a French brand called Gallinée created by a woman who used to work for L’Oréal. Her theory is that everybody is doing too much to their skin, and what you should do is respect its balance. The entire range is based around probiotics, there’s a very gentle mask & scrub (£18) – the idea is you leave it on then roll it off. The cleanser (£14) is very light. I’ve been using it quite a lot, and I’d recommend for someone who’s looking for something quite gentle.
4711 (£8) is my all time favourite fragrance and a real classic. When I was about thirteen we were staying with some family friends and the husband smelt amazing. I snuck into his bathroom and he’d got various Spanish colognes and 4711, which I identified as the scent I loved. And if you like that kind of scent, then you’ll love the three new green fragrances that Tom Ford is releasing. You’d also love CoLab Active Sheer Invisible (£4) a dry shampoo for the gym with a fresh lemony smell.
If your hair’s been through the mill – it’s dry, it’s post holiday – Isle of Roses rose hair oil (£42) is great, and by Michael Gordon who used to own Bumble and Bumble. It’s a combination of different roses, smells amazing, and is designed to be a perfumed refresher in between washes. You only need a tiny amount, every couple of days.
For tanning I love James Read – I’m using the Tantour Sculpting Duo bronzer, £35 , which in combination with the H2O Rosewater tan mist (£20) means that I’m not doing the normal self tan on my face that I would normally do at this time of year. You just mist it all over, you don’t have to be accurate or cover your hair line. It’s not strong but it builds up over a few days. I think James Read is one of the more sophisticated tanning brands. I use Legology (£36) in the Summer too, to just add a bit of colour to my legs.
DB: What are the biggest trends in beauty at the moment?
DB: Have you got any pet hates in beauty?
A-MS: I think a lot of brands purport to be something they aren’t. A company recently sent samples with a press release that said ‘without a single chemical in sight’. Fundamentally everything is a chemical! What pisses me off more than anything else though is lack of originality. There’s too much bandwagoning going on. Try to move the game on, or think of things a different way – be creative.
Oh – and those pumps that don’t work. If you’re going to produce a product in a pump, invest another 0.2 pence in getting one that doesn’t break!
DB: Who do you think has most shaken up the beauty industry of late?
A-MS: I actually think the bloggers and vloggers have been the big, big change. It’s making everyone think about how they operate and what they say, and exposed the consumer to another voice.
I also think Charlotte Tilbury has completely kicked it – she has produced the makeup looks that women want to look like. She’s got a wonderful personality and does amazing work.
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