Founders of Beam, Ana Klein and Ellie Wright have created a beauty concept we have unknowingly been waiting for. With combined experience in fashion marketing, PR, and business alongside a passion for beauty; Ana and Ellie have set out to change our experience with the ‘walk-in’ beauty concept.

With most of us booking beauty treatments for a special event we more often than not quickly opt for a hair or nail appointment over makeup. But this does beg the question as to why.

The current beauty counter offering we have become familiar with is certainly one which requires review. Often described as an intimidating experience, with harsh fluorescent lighting and anticipated feelings of pressure from sales assistants, it is enough to disconcert any potential client. Tackling these issues Beam offers a whole new experience for clients with their beautiful pop-up stores;

Unfortunately, the feeling of vulnerability as we sit with bare skin, surrounded by shoppers is not the only issue at play. We have a long history of problematic issues surrounding the lack of diversity and representation within the beauty industry, from colour-matching to skin texture and gender. According to the 2022 Beauty Grooming report, 39% of male consumers buy makeup. In 2017 with the launch of Fenty Beauty, Rhianna's line of make-up offered up 40 shades. Creating a new era of beauty standards whilst challenging the inclusivity of beauty brands and what has been cited as the ‘Fenty Effect’. Whilst we still have a long way to go companies like Beam continue to break down those barriers.

Beam certainly does appeal to a certain type of clientele. If you are anything like myself having your makeup done before an event falls into a risk-taking category, one I would put a close second to trying a new instant tan. However, Beams experienced MUAs achieve fresh glowing skin and beautiful makeup looks that still look like you.

With 45% of Brits seeking brands that use natural and clean ingredients and, 46% looking at a brand’s stance on animal welfare before purchasing or using a product, it’s great to know Beam offers not only beautiful products but products that align with our values.

Prices at Beam start at a welcoming £45.00. If you are lucky enough to be close to one of the pop-up locations it will no doubt be worth a visit. Keep an eye on their socials for pop-up location updates;

@bemorebeam

www.bemorebeam.com