After over 12 years in the beauty industry—as a journalist, facialist, consultant and head of beauty buying at Liberty London—I’ve seen the beauty industry from every angle. I’ve tested thousands of products, negotiated with global brands, and spent years figuring out what’s worth the hype (and what’s not). Now, I’m thrilled to bring that perspective to Who What Wear UK in a new monthly column where I’ll be sharing my thoughts on the beauty products I genuinely rate—especially the ones that fly under the radar.
Let’s be honest: beauty is oversaturated. There’s always a new launch, a viral trend and a must-have ingredient competing for your attention. But what actually deserves your time, your money, and your top shelf? That’s what I’m here to answer.
If I had to pick a favourite beauty category, I imagine it would be akin to choosing a favourite child—impossible, reckless and probably different depending on my mood. How do you compare the thrill of a new cleanser that removes even waterproof mascara with ease or the joy of a new blusher that makes your face come alive? But if push came to shove, I’d always choose fragrance. With scent often called the most primal of our senses, perfume commands an emotional connection that lives beyond aesthetics. It’s not about how you look. It’s about how you feel—what you want to remember, how you want to be perceived, or how you want to shift the energy of the day. I genuinely believe fragrance is the ultimate accessory.
In my previous life as head of beauty buying at Liberty, I created the Fragrance Lounge. An 18-month project and labour of love, I knew it had to be immersive, emotional and unapologetically different to any other fragrance hall. Fragrance isn’t something you shop for the same way you buy mascara or moisturiser. It requires mood, memory and sometimes a little madness. That’s what makes it special. That’s why I’m always on the lookout for brands that not only understand that but lean into a rebellious nature and do it differently. One of my current favourites? Maison Crivelli.
Maison Crivelli Oud Maracujá
