THE BEAUTY EDIT


The lockdown is still in full swing for most of us and we’re excited to see so many beauty brands, facialists and many more doing a brilliant job of keeping their consumers engaged. Many have embraced technology – showing it is possible for you to look after your skin, even without your regular monthly salon peel and treatment. Celebrity facialist Melanie Grant  who boasts Kim Kardashian and Victoria Beckham as devoted clients – is currently offering bespoke skin consultations over either FaceTime, Google Meet or Zoom.

Susie Willis (@cleanmuse), founder of luxury clean skincare brand Romilly Wilde is mixing answers on all things ‘clean’ into her 1-2-1 skin consultations. Other brands are pivoting their products, like Australian salon Edwards and Co, who has already transferred much of his business online, creating ‘home colour kits’ which clients can use to treat their own hair until restrictions are lifted. Close to our hearts are the makeup tutorials for video conferences and virtual happy hours – thank you Maybelline and Revlon!

We’re all waiting for news on what the future is going to bring, but in the meantime it’s great to see how quickly some brands are adapting to these new circumstances.