Edy London was working as an eyelash extension expert, but had to temporarily close her doors at the start of the year during the first lockdown.

To occupy her time, Edy designed make-up brushes, as she was frustrated with the lack of good options on the market.

'Having started my career as a make-up artist—working with brands like Maybelline and at events like London Fashion Week, and some A-list models and actors and actresses —I understand eye shapes and bone structure,' she explained. 

Edy owns an eyelash extension salon at Oxford Circus in London and is the go-to artist for stars like Ellie Goulding, Rita Ora, Lily Allen, and Kaya Scodelario.

'The idea to grow my beauty offering came to me during lockdown. As I pressed pause on my eyelash extension business, I realised this was the moment where I could be as productive as possible and launch a collection of high-quality at-home make-up brushes and strip lashes,' she explained. 

'Surveying the market and from my previous experience, I saw that make-up brushes seemed to fall into one of two categories—they were either exorbitantly expensive, or cheap and scratchy'.

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

'I chose four of my favourite colours for my clientele to choose from and eight different sets carefully designed to my clients' needs with a careful and precise description of the purpose of the brush as well as the purpose of the set.'

'The brushes can be bought in sets or individually. Designed in four different colourways—turquoise, lemon, cool grey, and pale pink—the matt paint finish assures a better grip.'

'Sold in "everything" purpose sets, or just face or eye sets, it is possible to mix and match, so each colour of brush has its own purpose, or to choose a complete set in a single radiant colour.'

'The colours were always part of my branding. I love to give options from a classy cool grey to fun and sporty yellow!'

'If you are sisters living in the same household, you can just get exactly the same brushes in different colours, no one will ever question you whether you have borrowed their brush.'

'Most of all, nowadays in the post-pandemic times, for a make-up artist working on a busy catwalk, or a photoshoot you don't need to be worried about using the same brush on two different people.'

'You will never have to guess again, you just allocate one colour to one model.'

'Creating a high-end at-home product was a natural progression for me.'

'My passion and precision has earned my praise in leading publications, such as Harper's Bazaar and Vanity Fair. All of which has cemented my position as one of the UK's leading beauty experts.'