All My Beauty Presents Unique Handpicked Superbrands At Westfield London

If you happen to find yourself near Westfield London, there’s a new and exciting multi-brand beauty hub that has just landed in the heart of the mall’s cosmetics quarter – and each name has its own story to tell.

All My Beauty is all about discovery. With a vision of introducing new, innovative products to department stores across the nation, part of the job of the platform is to scrutinize its brands to ensure they comply by its strict quality standards – ethical, natural, strong, and effective at the same time.

The brands cover everything from beauty to health, cosmetics, skincare, and fragrance, and are all new to the UK market. At this moment, there are six brands showcased at the pop-up, all with their own unique offering to the passing shoppers.

Simple and elegant - Horace brings grooming essentials for men to the table, opening the world of organic and premium quality products to all

All Tigers has a particularly special origin. The vegan brand was founded by Alexis Robillard at the time that his daughter began expressing interest in makeup. The realisation was that most brands employed a trade-off between eco-friendliness and stylishness, and put little emphasis on the impact of components like petrochemicals in lipsticks – after all, the fact that women around 2kg of lipstick in their lifetime is a commonly quoted detail, and Robillard wanted his daughter (and indeed the public) to have a better alternative without the risks.

A portion of All Tigers turnover is donated to Poh Kao, an association which supports initiatives to protect wild tigers in Rajasthan

His response was to create “the perfect” products from scratch, with no trade-off, and with the power of the Instagram community. There, All Tigers was born, its fierce range of colours and other products ready for “the queens of the modern jungle”. While all the lines are incredible, for us, the nail lacquers are the stand-out – long lasting, easy to apply, and best of all, the coverage is perfect from the very first coat.

Be +Radiance focusses on respecting skin’s balance & microbiome, & uniquely utilises cucumber water in foundation for extra skin-soothing friendliness

Merci Handy is another brand on offer at All My Beauty. Their products are all about practicality and accessibility, and they cover everything from cleansing gels and hand creams to face mists and shower jelly. With a younger target demographic and a lower price tag, the brand is a fantastic entry point to the world of cosmetics in a controlled and quality-verified manner.

Merci Handy also has an exciting partnership with Netflix series Stranger Things that has inspired an entire collection, including some fantastic gift sets and wearable pouches packed with limited edition goodies

The other brands are Little Butterfly London, which embarks on a mission to bring the purest and kindest skincare for both mothers and babies alike, and Shaeri, a young French brand passionate about hair, cosmetics, and the Mediterranean. This is where the inspiration sprung to use the native prickly pear as their magic ingredient, leveraging its powerful antioxidant properties and vitamin contents. The haircare spray is outstanding with a luscious scent, and it certainly comes in our top 3 items that are available from the pop-up – do stop by to try it out!

Shaeri's colourful ranges inspired by the Mediterranean prickly pear

There is a lot to see, learn, and test out for yourself at All My Beauty, and for such a small space in the midst of the fast-flowing crowds, it has no problem standing out when it comes to variety, quality, and most importantly, ethics, which is after all the key driver for the brand.

Open from 10am to 9pm Mon-Sat, and 12pm to 6pm on Sunday, you can find the All My Beauty pop-up on the ground floor of Westfield London on the South side of the central atrium (right between Charlotte Tilbury and All Saints – it is in good company!)





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