I’m a celebrity makeup artist, and here’s everything you’re doing wrong with makeup brushes

Edy London worked as an eyelash extension expert, but had to temporarily close her doors during the first lockdown at the beginning of this year.

To occupy her time, Edy designed makeup brushes because she was frustrated by the lack of good options on the market.

“Now that I’ve started my career as a make-up artist – I’ve worked with brands like Maybelline and at events like London Fashion Week, and a number of A-list models and actors and actresses – I understand eye shapes and bone structure,” she explained.

‘The idea to grow my beauty offering came to me during the lockdown. As I put my eyelash extensions business on hold, I realized this was the moment where I could be as productive as possible and launch a collection of high-quality at-home makeup brushes and strip lashes,” she explained.

Arabella Chi has modeled for the brand

“When I researched the market, from my past experiences, makeup brushes seemed to fall into one of two categories: they were either exorbitantly expensive, or cheap and scratchy.”

‘I have launched a collection of 28 carefully designed brushes with wooden handles and ultra-thin, silky bristles that are vegan and cruelty-free.

‘I have chosen four of my favorite colors for my customers to choose from and eight different sets that have been carefully designed for my customers’ needs, with a careful and precise description of the purpose of the brush and the purpose of the set.

‘The brushes can be purchased in sets or individually. Designed in four different colors – turquoise, lemon, cool gray and pale pink – the matte paint finish provides better grip.

‘Sold in ‘all’ purpose sets, from just face or eye sets, it is possible to mix and match so that each color of brush has its own purpose, or to choose a complete set in one radiant colour.

‘The colors were always part of my branding. I like to provide options, from stylish, cool gray to fun and sporty yellow!

“If you’re sisters and live in the same household, you can just get the exact same brushes in different colors, no one will ever wonder if you borrowed their brush.”

‘And especially, in those crazy pandemic times, as a makeup artist working on a busy runway or a photo shoot, you don’t have to worry about using the same brush on two different people.

‘You never have to guess again, you simply assign one color to one model.

‘Creating a high-quality product for the home was a natural progression for me.

‘My passion and precision have earned me praise in leading publications such as Harper’s Bazaar and Vanity Fair. All of this has cemented my position as one of the UK’s leading beauty experts.