Why and when did you start Beauty Mark?
I opened Beauty Mark on May the 1st of this year. After 18 years in interior design, I was ready to throw my energy into another love, skincare. I live in a small community that has access to big mountains and dramatic seasons but doesn’t have access to high-end skincare and cosmetic options. It was my desire to create a beautiful space with access to the best collection of skincare in the industry that led me to open Beauty Mark.
What have your biggest challenges been?
Remembering everything I’m being taught in all of the trainings! It’s been one of my favourite parts of the process, so finding time to download all of the information to be able to pass it on to my customers is vital. The days in the store are also flying by, so adjusting expectations for myself is an ongoing process.
Why did you choose Irene Forte Skincare?
I was initially intrigued by the “Mediterranean diet for the skin” phrase that has been gifted to her brand. I’m thoughtful about what I eat, so the idea that we can almost quite literally eat these products is exciting. The breadth of products is unique to clean, natural brands and the range of options for something this luxurious was attractive too. I’m drawn to the light fragrance, the texture of the creams and oils and above all, the pure efficacy of each product.
How do you go about choosing your skincare brands?
First and foremost, I look for non-toxic, natural, clean and planet-aware brands (whether it is sustainable packaging, 360 approach, giving back to their communities etc.). And then, their founder story and packaging.
What have you got in store for 2021?
I am working on something like the Liberty London advent calendar for the Holidays. They’ve done a brilliant job at introducing people to new lines that they may not have tried otherwise. Also, looking for new launches with existing Beauty Mark brands, as well as new collections that I’ll be testing!
What does the future of skincare look like?
My hope is that people invest in brilliant skincare, like Irene Forte Skincare, and less on expensive cosmetic procedures. I’m all for a little Botox or whatever someone needs to feel more confident, but I'm more interested in thinking of skincare as nourishment to age well. Thoughtfully. Mindfully. And without chasing the younger version of yourself, which was likely chasing another younger version of herself. I’m certain the disappointment when your 48 year-old self doesn’t see her 38 year-old self in the mirror just ultimately shows up as another wrinkle.
What advice would you give to your younger self?
For the love of God, ditch the baby oil and lather on sunscreen. But maybe even more importantly, cut out the negative self-criticism. I have no doubt that this affected my skin.