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Beauty: next-gen brands

It’s politically sensitive but nonetheless true that the launch of Charlotte Tilbury’s own makeup in 2013 started a revolution and robbed many existing brands of market share and their equally sizable complacency. While they wonder how they can up their game to compete, a new generation of entrepreneurs seems bolstered by Tilbury’s success and chutzpah. On the high street we’ve seen Kiko and the excellent Makeup Revolution (mostly under three quid); online, Zoeva, the German brand that excels equally in makeup and the tools with which to apply it.

Recently, I’ve been very impressed with Delilah, a luxury line from industry veterans frustrated at the lack of truly British beauty brands. The range is small, and Delilah’s colours are safe-looking at first glance, but here’s what’s great: Farewell, £24, a concealer that’s creamy and blendable without surrendering coverage; Sunset Bronzer, £34; and Colour Intense Cream, £24, a lipstick with big, lasting pigment payoff on the mouth (worn here in Light-Medium and Stiletto, respectively); and top-quality brushes.

Another impressive new brand is Studio 10, a capsule collection of makeup problem solvers for mature women who’d like to avoid the needle. Its star is Youth Lift Glowplexion, £26, a multipurpose highlighter that stays exactly where you want it on the face. That said – and I’m aware I sound like a warped record – it would be really decent if new brands would consider that a large number of British customers aren’t white. I accept that more shades mean bigger overheads, but in 2015, to offer only cream-to-beige is an unseemly predicament indeed.

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Hair and makeup: Sharon Ive at Carol Hayes Management


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