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Make-up artist Edy London reveals how she started a business in lockdown set to my worth millions

A celebrity make-up artist has revealed how she’s set up make-up brush business set to be worth millions after she was forced to temporality shut down her business in lockdown.

Edy London, who is originally from Poland and now lives in London, worked as  an eyelash extension specialist and is beloved by the likes of style guru Trinny Woodall, Love Island’s Arabella Chi and singer Ellie Goulding.

In March 2020, just says after opening a permanent salon, she was forced to close it when lockdown hit the UK.

She then  invested £30,000 into setting up a business  and now, 20-months on the brush line has found an international audience, with online stores in the UK and US and the approval of online beauty juggernaut Cult Beauty. 

Earlier this month, she launched her first Brick & Mortar in Libertie’s flagship store in London. 

Speaking exclusively to FEMAIL, Edy explained that she made the brushes after seeing her own get stolen during shoots and backstage at fashion shows – and that she wanted to create a line that gives the same effect of a professional brush, without breaking the bank.  

Edy London, who is originally from Poland and now lives in London, an eyelash extension specialist beloved by the likes of style guru Trinny Woodall, Love Island ‘s Arabella Chi and singer Ellie Goulding, invested £30,000 into setting up a business after she was forced to shut down her salon just days after setting it up due in March 2020.

‘I began my professional career after studying prosthetics and special effects,’ she told FEMAIL. 

‘I started building my make up kit which usually requites an endless amount of make up brushes. 

‘When you are a newbie make-up artist in the industry, you want to impress everyone not just with your talent but also your equipment plays a big role on how professional you come across.

‘When I broke into London’s make up artistry market,  working on various catwalks, London Fashion Week and others, I very soon realised that make up brushes get missing rapidly, especially the good ones. 

‘If you haven’t marked them with a nail polish or anything like that, it’s impossible to prove these are your brushes, and of course because most make up artists use the same make up brushes, and they are all dull looking, most of them are black if you are sharing make up station and your make up brushes get mixed together, everyone around you will claim the brush belongs to them.

‘Then of course, lesson learned – you end up replacing them and mark them all, or alternatively you replace them with the cheaper ones which are usually scratchy and loosing bristles all the time or even fall apart after one wash!

18-months on the brush line has found an international audience, with stores in the UK and US - launching in Libertie's flagship store earlier this month. It's also got the approval of online make-up juggernaut Cult Beauty. Pictured are Edy's brushes

18-months on the brush line has found an international audience, with stores in the UK and US – launching in Libertie’s flagship store earlier this month. It’s also got the approval of online make-up juggernaut Cult Beauty. Pictured are Edy’s brushes

‘In response, I have decided to create my own luxurious make up brand, that will be affordable and outstanding, not just in terms of quality but also visual recognizability and affordability!

‘I have very carefully put together several make up sets; from small area focus sets for example eye contouring set 503 to professional sets for example Master Set 509.

‘You can also build your own bespoke sets based on area of focus. For example: pink brush for lips, yellow brushes for eyes, turquoise brushes for face.

HOW TO FIND THE RIGHT MAKE-UP BRUSH  

BLENDING BRUSHES 

‘Blending brush is designed mainly for smokey eye, or to blend the colour on the crease to soften the look. It is not designed to apply the eye shadow directly.

ANGLED BROW BRUSH  

‘Angled Brow brush, often people mistake it for an eyeliner. Brow brush is way too thick to create a fine line on your eyelid.

APPLICATOR BRUSH 

‘Applicator brush is for applying only, the look should be always perfected with a crease and blending brush or just blending brush! 

 USE A BRUSH FOR THE COVERAGE YOU WANT TO ACHIEVE  

‘It’s all about the coverage and finish you would like to achieve.

‘For light and medium coverage, use a buffing brush.

Edy says this brush can be easily used with cream concealers or cream/powder eyeshadows for example Trinny London as well as powder highlighters especially around lip area

Some brushes are more versatile and can be used for more things, such as the one, pictured, which can be used for cream and eye shadow

 

 

‘Master Set 509 for example, is a perfect choice for someone who takes make up application seriously, or for a professional make up artist as it contains all of the master pieces make up artist needs!

Before the pandemic, Edy was working in the industry as a very make up artist, with dozens of celebrity fans.

‘I ended up as a lash extension specialist by total accident,’ she said. 

‘I was working on a photoshoot for a cosmetic company where there had to be significant close up to the model eyes, strip lashes were just too obvious and mascara wasn’t good enough for the models short lashes. A friend of mine suggested eyelash extensions as an alternative.

‘After a victorious application, I was awed with the results and ended up doing an eyelash extensions course so I can do them on future shoots. Then of course the models would ask me to do them outside of shoots, keep spreading the word amongst each other and friends, soon I have made my way to the top of the game in lash industry. The ability to understand face and eye shapes have massively contributed to my success and made my work outstanding and very natural.

‘After freelancing from a various prestigious salons and then have decided to take up permanent residency. 

‘The opening the premises was on 3rd March 2020,  which is just days before a famous event in out history which was the first lockdown.

‘After taking a massive financial hit with investing into the business combining together with pandemic putting pause button on my business, the amount of free time that I had in my hands have made me to take up another risk – so far it’s the best risk I have taken throughout my life. 

‘With two rents to pay and no income I have decided to invest the rest of my savings into Edy London Products. 

Like many people, Edy thought lockdown was only going to last a few weeks and at first, wasn’t disappointed about the break from her busy life.

‘I was excited to get some quality sleep and binge Netflix, start baking banana bread inspired by the rest of the country and catch up with people on FaceTime. 

‘When the lockdown kept being extended, then the reality finally hit me an it was nothing but terrifying. 

‘I started worrying about my business, needless to say about seeing my family that lives abroad, my housing situation and the salon situation. 

‘I kept going through my savings like water and the lack of travelling and inability to work drove me crazy. 

‘I spent a lot of time on the phone, and because I love surrounding myself with business minded and smart people.

‘One of my very best friends kept encouraging me that this is the right time to do my product. 

‘They said “Edy this is it, you going to do it now and I will help you”.

‘He is now my business partner of our very successful company and I wouldn’t want any other way.

Edy’s added that her business partner Matt  had the skills she didn’t  – making them the perfect team. 

‘We both agreed its more fun building something like this with another person, especially when you have the same vision on where you want this to go, and both have skills that complement each other. 

‘The best way to describe our personal and professional relationship is that  we complete each other. There is nothing better than combined happiness when we accomplish something amazing.

‘For example when Cult Beauty offered to launch us or when we got our product into Liberty.

‘We always knew our product was luxurious and those two platforms cemented our position in the market and make it reality.

‘It was nice to combine the financial risk between me and Matt and take chunk of his money too into what’s become our business – half of the worries were gone over night.

Despite only launching a few months ago, Edy's make-up line already has a celebrity following, with the likes of Made in Chelsea's Verity Bowditch posting about her love for their brand

Love Island's Arabella Chi has also posted her adoration for the bran

Despite only launching a few months ago, Edy’s make-up line already has a celebrity following, with the likes of Made in Chelsea’s Verity Bowditch (left) and Love Island’s Arabella Chi (right) posting about their love for their brand

While Edy admits there was a ‘bit of a power struggle’ at first, she says it’s now worn off and they love working together. 

‘We started the talks mid April, we had 3D designs by end of May whilst Matt kept researching manufacturers an kept consulting best possible options with me. 

‘After weeks of research we have picked one based on the quality of their work and materials that they use. They are also amiable and with morals which makes it easy to work with. We had our first samples by June and the final ones by August.

‘Working in the industry for over a decade and a half I knew exactly what I wanted! 

‘Brushes packed with bristles, outstanding colours, matte finish handles for perfect grip, vegan bristles, luxurious feel, fun looking without any tackiness, same brush available in four different colours.

The brushes - which are high-quality but affordable - are marketed for professionals and everyday use. Edy is pictured

The brushes – which are high-quality but affordable – are marketed for professionals and everyday use. Edy is pictured

‘I was very excited to show my products to everyone. As we all can see now, they do really stand out and you can tell from far away these are Edy London products vs majority of boring black brushes which are usually side kick projects for make up company, not something they really though it through.

‘I wouldn’t be surprised if companies will be inspired by me since they can now see that brushes can be fun.

Turquoise has become her best selling colour with them selling out within the first month – and despite it being a new brand, Edy says people are already using in religiously. 

‘Our set 505 and our buffing brush 07 is loved by literally everyone who has manage to get hold of it! 

Edy is pictured in her London studio - she hopes her brand will soon be worth millions

Edy is pictured in her London studio – she hopes her brand will soon be worth millions

‘Many professional MUAs as well as celebrities religiously use it. 

‘My lovely client Ellie Goulding has confessed during her lash appointment that she loves using my brushes. This set was most recently featured in Glamour magazine too. 

As for the future, ambitious Edy hopes to see it turn into a multi-million pound business.    

‘Matt and I have invested £30,000 each of our own savings, we have already make those money back and more , but of course we keep re-investing it in order to grow.

‘We have skipped so many huge costs based on the fact that we have so many skills and good contacts between each other.

‘We are obviously wanting to make this multi-million business so only time will show. But with our charisma it’s likely to happen sooner than later’. 

Read more at DailyMail.co.uk