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We continue our love letter to the capital with the brands transforming London’s beauty scene
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To London: Breakthrough Beauty Brands To London: Breakthrough Beauty Brands

To London: Breakthrough Beauty Brands

We continue our love letter to the capital with the brands transforming London’s beauty scene
Read more
Breakthrough Beauty Brands
To London

Breakthrough Beauty Brands

We continue our love letter to the capital with the brands transforming London’s beauty scene

Shop Beauty

London is a diverse city, home to an array of ingenious makers and entrepreneurs weaving their stories and experiences into the city’s dynamic tapestry. From names you know to newbies on the scene, we embrace the brightest shining brands – and the creatives behind them – enriching the beauty world with home-grown expertise.

1.

Soapsmith

Arguably the most colourful beauty packaging your shelf will ever see, Soapsmith captures the magic of London through scented hand and body care. Home to founder Sam Jameson, the city’s odd juxtapositions, extraordinary sights and sensorial melange serves as inspiration for the scents – each of them pinned to a place of interest, from Camden Town to Whitechapel.

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2.

Dizziak

No newcomer to the cult beauty scene, Dizziak’s awards have been stacking up since its launch in 2018. Created by Londoner Loretta de Feo, the brand’s hero product, Deep Conditioner, marked the start of a multiculturally-minded hair care revolution, now a modern-day hair care staple for beauty lovers universally. No allergens, no animal byproducts – just nourishing botanicals that work wonders on all hair types and textures.

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3.

Epara

Epara marries highly nourishing African plant extracts with advanced science tailored towards the underserved needs of women of colour. Meaning “to cocoon oneself” in the Nigerian dialect of Ebira, Epara’s formulas do just that, with luxuriously hydrating powerhouse blends which also address hyperpigmentation.

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4.

Maya Njie

For Swedish-born perfumer Maya Njie, scent is strictly personal. Bottling precious moments in time, her fragrances are olfactory snapshots of memories and family photographs, imbued with the spirit of Scandinavia in the ‘70s and the soul of her Gambian heritage. Today, Hackney is her home – and where she creates scents in her studio.

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5.

Aaron Wallace

Formed in his South London barbershop, Aaron Wallace’s hair care line arrived as an answer to his clients’ calls for good quality, non-toxic products tailored to afro hair and skin. Filling a gap in the men’s hair care market that became even more apparent after two years of research, the brand’s all-natural formulas prize powerhouse botanicals that prevent breakage, improve growth and strengthen.

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6.

UOMA Beauty

Famous for its fifty-strong shade range, UOMA Beauty sets a new standard for cosmetics that leaves no individual untended. The woman behind the makeup collection is Sharon Chuter, who spreads her beauty positive mindset far and wide to inspire the confidence of which everyone is worthy.

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7.

A Complexion Company

Drawing on her South African roots, Nomshado Michelle Baca created A Complexion Company as a means to share the exhaustive nutritional benefits of moringa – a wonder botanical used for centuries in African-native holistic practices. The brand’s single source, organic supplement powder harnesses moringa’s anti-everything properties, yielding transformative results for skin, mind and general wellbeing.

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