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Larry King Haircare Volumising Mist

What Makes a Hero Beauty Product Quite so Heroic?

From the palette on everybody’s lips to the serum on everybody’s skin, we ask the names behind the brands to share what makes their hero beauty products quite so heroic.
By: Shannon Peter

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The Makings of a Brilliant Beauty Brand

The Makings of a Brilliant Beauty Brand

From the palette on everybody’s lips to the serum on everybody’s skin, we ask the names behind the brands to share what makes their hero beauty products quite so heroic

Shop beauty
By: Shannon Peter

Behind every incredible cult formula, every gem that leaves the labs of the best beauty brands worldwide, is a moment of pure inspiration. A spark from someone specific, responsible for creating the thing you now just can’t live without. That's because the very best beauty products are those made for a reason. Perhaps it's to solve a time-old issue, maybe it's to improve on the category’s predecessors by way of cutting-edge technology, or maybe it’s to create something that’s never been quite achieved before. Let's find out. These are the reasons for being of just some of the big bangs in beauty right now.


Caution Extreme Lash Mascara, £29

“I wanted to create a mascara that truly delivered bold, extreme lashes effortlessly. We developed a custom 4D amplifier brush to build 400% more volume, and it makes all the difference in providing instant, sky-high lift.” –Carisa Janes, founder

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Larry King Hair

Volumizing Hair Mist, £29

“I created the Volumizing Hair Mist because I wanted a styling product that was super soft and lightweight to create multiple styles without feeling sticky or tacky. You can use it on wet and dry hair, and also a hair scent and refresher.” –Larry King, founder

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The Seated Queen

Cold Cream, £39

“We believe looking after your skin should be a joyous, meditative moment, and there is something wonderful about the ceremony of wiping away the day. Our modern take on cold cream is formulated for use as a soothing makeup remover, evening cleanser, facial and overnight mask."– Libby Banks, co-founder

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Power B Revitalising & Clarifying Concentrate, £85

“As part of our Powers alphabet, I wanted to create a vitamin concentrate especially for stressed and breakout prone skin. Power B combines niacinamide (vitamin B3) and pantothenic acid (B5) with B6, B9, and B12, which all together have a clarifying and revitalising effect on the skin." –Dr. Marko Lens, founder

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Westman Atelier

Lip Suede in Les Nudes, £78

“It took me years to develop these four nude shades that bring life and luminosity to the skin. Nourishing jojoba oil and volume-boosting peptides leave lips conditioned and plumped with a sheer, hydrated finish. These ultra-flattering tones can be worn alone or custom mixed – if you think a nude lip isn't for you, this palette will change your mind.” –Gucci Westman, founder

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Dr. Barbara Sturm

Hyaluronic Serum, £235

“Hyaluronic acid is such an important ingredient, I call it the ‘white t-shirt’ of a skincare regimen. The chemistry in my serum consists of a high concentration of blended low- and high-molecular weight hyaluronic acid that deeply hydrates your skin both superficially and at deeper skin layers.” —Dr. Barbara Sturm, founder

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Deep Conditioner, £22

“I created the Deep Conditioner because I needed it. I have around five different textures to my hair and I found conditioners either too weak or too heavy. This one is effective, looks great, smells great and it gets positive reviews from every hair texture. It is, according to thousands of customers, beauty editors, press and hair experts, the absolute holy grail.” —Loretta de Feo, founder

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Augustinus Bader

The Cream, £215

“My work has always been in the field of medical research. Several years ago, I developed a medical-grade hydrogel to treat children with severe burns that provided scar-free healing. At that point, I met the co-founder of the brand, Charles Rosier, who had the vision to apply the technology to skincare consumer products to help fund more trials. I realised that the cream was a game-changer, giving people confidence and happiness.” —Augustinus Bader, co-founder

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Lavender Hill Bath Soak, £30

“I wanted to design an outstanding product that allows the skin to look amazing after soaking in the tub for a while, creating an immersive, sensorial experience. The blend of ingredients chosen really does wonders for the skin; they all have properties that make a bath an unforgettable experience. I hope my product evokes memories of places, people, of time and of milestones in their lives.” —Sam Jameson, founder

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Trish McEvoy

Wet/Dry Even Skin Brush, £55

“I started my business with luxurious makeup brushes. There were no luxury makeup brushes in the United States in the 70s, and so mine finally gave clients the ability to effortlessly apply makeup , putting the power of makeup application in their hands."— Trish McEvoy, founder

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