At the heart of Latest in Beauty boxes is the chance to discover a product or brand you never would have tried before; something different that will really wow you. Every beauty addict is always on the look out for the next big thing, and we think we’ve found it in our Glamour Party Beauty Edit box. You may not have heard of Wild About Beauty before, but you might recognise one of the brand’s founders. Created by Louise Redknapp and Kim Jacobs, Wild About Beauty is a beauty venture driven by experience, passion and love. Whilst Louise has taken on board years of experience from the entertainment industry and as a model, Kim knows more than a thing or two about makeup having a successful career as a makeup artist and product developer under her belt. Last week we had a chance to chat to these lovely ladies, alongside their Operations Manager and all-round woman wonder Rachel!
We wanted to find out how Wild About Beauty all began! You met on a shoot with Red Magazine is that right?
Kim: Yes it must have been about 10 years ago now. At the time I was Creative Director of the products for French Connection. Lou and I met on the Red shoot, and I had loads of products with me that I was using which I had been developing with a chemist.
Louise: I really liked them. At the time I was suffering with hyperpigmentation because I had just had my first son – either that or I was pregnant – but my pigment was pretty bad. I’m not a big makeup wearer, I don’t do heavy makeup. Kim was the first person who actually didn’t use a heavy foundation whilst doing a photoshoot and I remember in the pictures still being able to see my freckles. I loved the way she had covered the bits that needed to be done but kept it really natural. After that we carried on working together and it was about 5-6 years later that I just had Bow, my next child, and we were doing a photoshoot for Triumph only 6 weeks after I’d had a baby – really stressful! My pigment was really bad again and Kim had done such a good job. My skin just looked so nice and it made me feel so confident. It was there we said to each other that we shouldn’t just keep this to ourselves; we should really do a makeup line, and that’s what happened.
So how long did it take from the birth of the idea until you actually launched the brand?
Kim: Around 2-3 years because we had to do all of the business and creative plans about what they were going to look like, brand analysis, ethos behind the brand and of course investment.
Louise: It costs a lot of money to launch a makeup brand. You have your minimal quantities, so you can’t just put a little bit of money and hope for the best, you need to pre-order a lot of makeup. So we started having meetings.
Kim: So it was a real labour of love, wasn’t it?
Louise: It was a labour of love. We’ve made many a mistake, but that’s how you learn. One thing I don’t think we made a mistake on was our choice of makeup – lots of bad business mistakes but it’s been an amazing learning curve. The good thing is we’re still as passionate today as we were then. People think I’m mad when I’m saying it, but I just love our makeup! I only wear our own makeup. Sometimes I’ll try other stuff, but I always go back to ours.
Kim: I think it’s a natural thing for Lou and I to love it because it’s what we like. We know that there are plenty of other women who want performance out of cosmetics, but still want them to be easy to use.
Louise: The very first day we sat down in our new office with no furniture, cutting out pictures from magazines for inspiration…going through tons of makeup, just to get one little thing out of a product which we might like. I hope from that people can trust when you say something’s good, you haven’t just gone in and said you’ll do some press. You’ve actually sat there and you’ve gone through 50 blushers to take the best thing out of those 50 to make the best one you feel you can offer a woman. That is how integral and important it was to us to make sure we achieve that. That’s an important point for me to get across – this is my business – and more than that, it’s a passion. Even if I never made a penny from it I think we would love it. I’m a bit of a girl’s girl and I love sharing. This is makeup I think women would love and should have in their makeup bag.
You’ve both worked in the beauty industry in a professional capacity for quite a long time, so was it quite important for you to have products that would perform for makeup artists and photo shoots alongside being easy to use every day?
Kim: Oh god, absolutely! I know the products have got to perform. But in photos it’s not as if you need anything different from your everyday use products. HD cameras now are so sensitive that less is really more even in front of a camera as well. And I think both Lou and I understand that. I think the most important thing is that your skin looks amazing, and then anything else on top of that can look great. It was about using as few products as possible. That was really the main focus; that it was a completely different approach to cosmetics.
Louise: For me it’s the mum on the run thing. Being working women it’s so hard to find time for makeup, but you still want to look good. I had gone through years – particularly through the Eternal years – where if I went out to work I just thought I looked horrendous with all of this makeup on. It so wasn’t me! So I learnt very early on what we didn’t want to do and why we wanted it to be so different. Our makeup is just so easy to use – you could do it in the dark, you can’t get it wrong. I’m 40 now and I’m realising how important the textures are. If anything it should be about bettering what we have already. What Kim is great at is natural formulas and things that are great for your skin. We have products like our Sheer Glow Moisture Tint that gives you amazing strong coverage without it being heavy. We suggest to everyone that they use our tinted moisturiser and Smooth Cover Concealer Kit together so you just cover up the pieces you want to cover, and then the Sheer Glow in the areas you’re not so conscious about. Together they work the same as using a good foundation, but with more of a natural nice look.
Would you (Louise) say that’s your favourite product then?
Louise: I’ve got a few key products, and they do change dependant on the time of year. For me skin is my main thing. I could go without mascara or lipstick or blusher if my skin looked good. Especially when I go to the school – my hair is back in a knot and I’ve got my tracksuit on to go and do a bit of pilates. I don’t really worrying about makeup at those times, but I like my skin to look evenly toned and fresh. For that reason the Sheer Glow tinted moisturiser is the product I’m most proud of, because I believe it really does the job. I also love a bit of Nutribalm in Hannah on the lip and our Nutrilash Mascara and Kajal Pencil Duo are the best. I wear a cream eyeshadow called Matilda and our bronzer Lou every day too. It’s a really nice bronzer that has 3 colours in it with no glitter, just a slight sheen – glitter is one of my pet hates! I think there’s been a lot of personal thought that’s gone into our brand.
Rachel: Also, every product is named after someone who is close to Kim or Lou, so there’s a little story behind every product. It’s a very close knit brand, a close team and very family orientated.
Is that because those particular products were inspired by those people?
Louise: Not so much , but there are a couple of products. Lynn is my mum’s absolute favourite blusher and our Ultra Dewy Glow Sticks Benny and Winston were named after my two bulldogs – who are no longer with us – because of their colouring. We just sat down and thought it would be nice. Think how much our families have had to put up with us stressing out about getting this company together.
What inspires you to come up with new products?
Kim: I think for me it’s the ingredients. I look at all of the things that go into skincare and holistic things. The movement in those areas is really important to me. There’s so many more natural products that we know perform because of the scientific studies, so it’s important for me to keep abreast of what’s going on in that industry and making sure that comes into cosmetics.
Louise: For me it’s what going on in the world of fashion and the catwalk shows. Fashion trends are all something we’ve seen before, just with a slight change. I keep an eye on some key designers to see what they’re doing with makeup because I think their ideas will most probably spill into the high street.
Have you spotted any particular looks that you think are going to be quite big for the party season this year, or do you think it’s more about the timeless classics?
Kim: Oh I think eyeliner flicks for me always work. They’re great for a party and so easy to do – a flick of eyeliner just changes you from day to night in 30 seconds.
Do you have any tips for doing the perfect eyeliner flick?
Kim: I always draw the outline of it first and then fill it in. Our Line & Define Liner Pen is really high shine and glossy with the benefit of chamomile extract, and it stays on throughout the whole night without peeling off. But I think things like that are so easy, and just a red lip. Simple, quick, easy things.
Psst…Kim posts plenty of makeup and beauty tips on the Wild About Beauty Blog HERE.
We love the Powder Eyeshadow we have in The Glamour Party Beauty Edit – it’s so handy just to have a little mirror! Who does the designing?
Kim: Well we both kind of do it.
Louise: We’re actually changing the design of the packaging, and the new one is lovely. You evolve as a company and you start realising how you want to represent yourself on the shelves. We just kept it pretty simple, but we didn’t want to do black or white.
Kim: We wanted it to stand out. Having imprints of bugs was because it was coming from nature, and we wanted to bring that into the packaging.
So apart from a little packaging re-jig, do you have any exciting plans for 2015 or have a vision of where you want go in the next few years with Wild About Beauty?
Louise: It would be really nice to have our own shops and have it as a Wild About Beauty experience. It’s going to be really hard to run with the big boys, but we’d like to stand alone and create our own Wild About Beauty world. There will be lots more product with the same ethos, and what Kim is so great at is coming up with something that’s different from what everyone else is doing.
I think it’s really nice to see two women entrepreneurs who have created a makeup range for women from women. Do you have any female role models you particularly looked up to for inspiration not just from a makeup point of view, but also a business perspective?
Kim: I do, but she’s completely random! Camila Batmanghelidjh who’s the founder of Kids Company (UK charity). I went to an event where she was there speaking and I thought she was just amazing. I’m actually Director of a school, and she was such an inspiration for me – she runs amazing workshops for kids. So although it’s completely random as a makeup artist, I think she’s such an inspirational woman.
Louise: I think Jo Malone has obviously done it incredibly well, Marcia from Bliss…I really love the way they turn a cosmetic business into an international industry for them. But I think more than that it’s just what inspired me to love beauty. It’s people like Helena Christensen and Yasmin Le Bon who when I was growing up were so iconic and amazing supermodels – they’re the sort of women I looked to and thought they were incredible. They’re natural women as well. And now in their 50’ they’re still inspiring. We might not all be 6”2 and have amazing bodies, but they inspired you to make the best of yourself and be natural.
To check out the entire Wild About Beauty range and find your nearest stockist, head to www.wildaboutbeauty.com. Be sure to also bookmark Louise’s lifestyle blog (and our new favourite read) A Style Album .
Last but not least, discover the Wild About Beauty Powder Eyeshadow in The Glamour Party Beauty Edit box this party season!