Brands We Love: Aveda

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Organic cosmetics that are not tested on animals and manufactured following sustainable practices are quite common today (yeah!) but in 1978 almost no one, except for those in hippie communities, would care about it. So, when Horst Rechelbacher founded Aveda he started, even unintentionally, a major change in the beauty industry. The name, which means […]

I Need a Break…

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You know when your iPhone shows the Low Power Mode sign? That’s exactly what I’m going through right now, although I wasn’t supposed to feel like this at all. About a month ago, I presented Project M for a panel of industry professionals, at London College of Fashion. I got good feedbacks, made contacts and had […]

Archetypes: The Magician

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From Merlin to Harry Potter, Mary Poppins and Samantha in ‘Bewitched’, our obsession with everything magic comes from way back. Nevertheless, the Magician archetype is much more than a supernatural figure with a pointy hat and a wand. It is associated with transformation, dreams and change, as he believes that to make things happen we […]

Pleasure to Meet: Aerin

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She was raised among cosmetics and fragrances and was the style director of her grandmother’s company for years. It was more than natural for Aerin Lauder to take inspiration from Estée Lauder and create a brand where makeup and fragrances have a key role. Launched in 2011, Aerin reflects the lifestyle of its founder, extending to […]