Edy London worked as an eyelash extension expert, but had to temporarily close its doors at the start of the year during the first lockdown.
To occupy her time, Edy designed make-up brushes as she was frustrated by the lack of good options on the market.
“Having started my career as a make-up artist – working with brands like Maybelline and at events like London Fashion Week, and some A-list models and actors – I understand eye shapes and bone structure,” she explained.
‘The idea to grow my beauty offering came to me during lockdown. When I hit pause on my eyelash extension business, I realized this was the moment to be as productive as possible and launch a collection of high quality makeup brushes and strip lashes for the home,’ she explained.
Edy London worked as an eyelash extension expert but had to temporarily close its doors at the start of the year during the first lockdown
Arabella Chi has modeled for the brand
‘When I researched the market and from my past experience, I saw that makeup brushes seemed to fall into one of two categories – they were either exorbitantly expensive or cheap and scratchy’.
‘I launched a collection of 28 carefully designed brushes with wooden handles and ultra-thin, silky soft bristles that are vegan and cruelty-free.
‘I chose four of my favorite colors for my clientele to choose from and eight different sets have been carefully designed for my customers’ needs with a careful and precise description of the purpose of the brush as well as the purpose of the set.
‘The brushes can be bought in sets or individually. Designed in four different colors – turquoise, lemon, cool gray and pink – the matte paint ensures a better grip.
‘Sold in “all-purpose” sets, of face-only or eye-only sets, it’s possible to mix and match so that each brush color has its own purpose, or to choose a full set in a single brilliant color.
‘The colors have always been part of my branding. I love giving options from a classic cool gray to fun and sporty yellow!
‘If you’re sisters living in the same household, you can just get the exact same brushes in different colours, no one will ever question you if you’ve borrowed their brush.
‘Most of all, in these crazy pandemic times, for a makeup artist working on a busy catwalk or a photo shoot, you don’t have to worry about using the same brush on two different people.
‘You never have to guess again, you just assign one color to one model.
‘Creating an advanced product for the home was a natural progression for me.
‘My passion and precision have earned me praise in leading publications such as Harper’s Bazaar and Vanity Fair. All this has cemented my position as one of the UK’s leading beauty experts.