Annie Beatson

High-end natural hair and beauty line Luxemore London not only looks the part but champions clean beauty too. Founder Annie tells us more...

Discover the benefits of clean beauty and a simple regime

Luxemore London

What's your interpretation of clean beauty?

For me it symbolises products that are completely free from chemicals and toxins. Ingredients should be labelled clearly so people can understand exactly what's in the products they’re putting on their hair and skin.

Why did you want to focus on creating a premium natural hair and beauty range?

Products and services for Afro-Caribbeans are deemed substandard and I wanted to change that narrative by providing a first class customer service alongside the highest quality products. I want Luxemore London to be the type of black business that customers can be proud of and happily recommend to family and friends.

What's your current beauty regime?

My regime is really simple. In order to know what works and what doesn’t, you really have to scale back. I cleanse my face with avocado oil, moisturise with Ghanaian shea butter and then apply an SPF50. With my hair, I wash and condition with Luxemore London’s Moisturising or Strengthening Shampoo and Conditioner and then seal moisture in with the Luxe Argan oil.

What have you learned about running a business?

Be prepared for the unexpected. Anything can happen at any time and you need to be able to adapt. It really is a roller-coaster ride, so buckle up!

Follow @annieb33 and @luxemorelondon on Instagram.

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