Beauty uncovered

Founded by editor-in-chief Maxine Leonard and creative director Valerie Wickes, Beauty Papers takes an honest, Real Talk approach to an industry often guilty of presenting an idealised and unattainable version of beauty.

Leonard’s and Wickes’s work echoes the sentiments of emerging beauty brands such as Mauli and Get The Gloss, which advocate holistic beauty, as much about adopting an attitude of self-confidence as about looking after your body from the inside and out.

‘The world is full of relentless imagery of pseudo glamour masquerading as beauty,’ says Leonard, who pulls no punches when describing an industry of which she has first-hand experience. ‘In reality this has nothing to do with beauty. It is about conformity, brand and formula.’

The Big Picture: The face of beauty is changing. Marketers must examine how they can appeal to different ethnic groups to establish trust and tap into existing communities. Find out more in our Inclusive Beauty market report.