Leading beauty entrepreneur, Sherrille Riley, has launched her first
concept store, Beauty Edit Mayfair, the first and only beauty store that only stocks sustainable, conscious beauty brands. Dedication to reducing environmental impact is the ethos driving this business, and so naturally HOC were excited to sit down with Sherrille and hear all about her journey and vision for The Beauty Edit Mayfair.
Can you tell us briefly about the journey that led you to launch Beauty Edit Mayfair
At the age of 24, I was diagnosed with of severe endometriosis, which led me to extensive research about its causes. Through this research, I discovered the impact of our food choices, beauty products, and sanitary products on our overall health and well-being. This encouraged me to scrutinise my food choices, investigate the ingredients in my beauty products, and opt for healthier and more sustainable options. I strongly believe that many women are unaware of the long-term health implications of the chemicals found in their everyday products.
What sets Beauty Edit apart from other clean beauty offerings?
Beauty Edit Mayfair stands out by inspiring and educating our customers to make conscious choices in their daily beauty care routines. Our products not only deliver exceptional results but also contribute to their long-term well-being. We are also sustainably driven, encouraging customers to choose products that are made with recycled packaging.
What was the biggest challenge you faced in setting up and launching the brand?
The store renovation was a huge challenged as my vision was to weave together sustainability, luxury and install a sense of calmness in-store. Taking discarded items and breathing new life back into them and I can honestly say that this was a labour of love and lots of learning but I’m super happy and proud with what we have accomplished. Selecting which brands to stock. We have chosen incredible brands that uses natural ingredients and sustainable practices, and I want to ensure that everyone know about them.
For women who aspire to set up their own beauty brands, what advice would you give?
Follow your passion. While it can be incredibly hard work, pursuing your passion will ultimately lead to rewarding results. Ensure you have a clear sense of purpose, a well-defined vision of what you want to achieve, and a strategic plan outlining your setup costs, PR/marketing strategies, salaries, and other miscellaneous expenses for at least 1 to 2 years. This comprehensive planning will help you sustain both your business and yourself while you work towards building your dream.
How do you want people to feel when they use your products?
We aspire for our customers to feel a sense of empowerment and satisfaction in making conscientious choices. We want them to experience excitement and inspiration from the results, as they embark on a new era of clean beauty.
Our readers love to travel, which product from the Beauty Edit is an absolute must take when going away on holiday?
When heading on a holiday, I recommend packing the following essentials from the Beauty Edit store: Darling Sun is an Italian skincare sun-care brand that is designed to hydrate and protect the skin from UVA and UVB rays, ensuring your skin stays healthy and radiant in the sun. Muse Lip-care SPF is formulated to protect your lips from sun exposure, this lip-care product is a must for any traveller, ensuring your lips stay moisturised and safe from harmful UV rays.Ilapothecary Feminine Rollers a handbag friendly product is perfect for anxious travellers and help calm and promote overall well-being.
https://beautyeditmayfair.com/
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