Beauty uncovered

13 : 08 : 2015 Beauty Papers : Beauty Brands : Maxine Leonard

London – Biannual magazine Beauty Papers explores glamour’s many different guises.

  • The inaugural issue explores the tools of beauty and offers lifestyle tips
  • The vibrant and energetic editorial celebrates the character and often overlooked emotional aspect of beauty
Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London
Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London. Content directed by Nicholas Joss Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London. Content directed by Nicholas Joss
Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London. Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London.
Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London. Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London.
Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London. Beauty Papers, Issue #00 created by Maxine Leonard and Valerie Wickes, London.

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.

Discover More Daily Signals
The Ordinary exposes beauty industry buzzwords in dystopian new video

Daily Signals

The Ordinary exposes beauty industry buzzwords in dystopian new video

In a provocative new campaign, skincare brand The Ordinary is calling out the beauty industry’s reliance on pseudo-scientific language.
Beauty : Skincare : Misinformation
Luxury travellers prioritise value, experience and climate-conscious choices for 2026

Daily Signals

Luxury travellers prioritise value, experience and climate-conscious choices for 2026

Luxury travel is set to evolve in 2026, with affluent travellers seeking deeper meaning, personalisation and sustainable choices, according to Virt...
Luxury : Gen Alpha : Luxury Travel
Stat: Public confidence in UK food safety reaches record high

Daily Signals

Stat: Public confidence in UK food safety reaches record high

Public trust in the UK’s food system has hit its highest level since 2020, according to the Food Standards Agency’s Food and You 2 survey.
Food : Health : Stat
Swedish campaign encourages doctors to prescribe visits

Daily Signals

Swedish campaign encourages doctors to prescribe visits

Visit Sweden has launched The Swedish Prescription, making it ‘the first country in the world prescribed by doctors’.
Health : Travel : Tourism
Airbnb and Strava champion countryside run-cations

Daily Signals

Airbnb and Strava champion countryside run-cations

Airbnb and Strava are tapping into ‘the rural run-cation’, staycations built around scenic runs, fresh air and connection with friends. As explored...
Sports : Travel And Hospitality : Health And Wellness
Stat: Gen Z lead European travel boom with highest spending and trip frequency

Daily Signals

Stat: Gen Z lead European travel boom with highest spending and trip frequency

Gen Z are driving a significant surge in European travel, outspending and out-travelling all other generations, according to MMGY’s 2025 Portrait o...
Travel
Rosewood leans into modern luxury with refreshed brand identity

Daily Signals

Rosewood leans into modern luxury with refreshed brand identity

Luxury hotel group Rosewood is repositioning itself as a lifestyle and cultural leader, with a focus on storytelling and experiential travel.
Luxury : Hospitality : Rosewood
Foresight Friday: Olivia Houghton, insights and engagement director

Daily Signals

Foresight Friday: Olivia Houghton, insights and engagement director

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, insights and engagement d...
Culture : Beauty : Fashion
Stat: Study shows decline in social media use among younger adults

Daily Signals

Stat: Study shows decline in social media use among younger adults

Adults are spending less time on social media, following a peak three years ago. By the end of 2024, those aged 16 or older were spending an averag...
Media : Technology : Statistic
Ulta Beauty opens UB Marketplace to 100 emerging brands

Daily Signals

Ulta Beauty opens UB Marketplace to 100 emerging brands

Ulta Beauty has launched UB Marketplace, a new online platform introducing more than 100 emerging beauty and wellness brands to its website and app...
Beauty : Retail : Ecommerce
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN