Charlotte Knight has never been one to fit the traditional mould of a businesswoman. Across her now twenty-year career within the beauty industry, Knight has garnered international acclaim for her creative vision and innovation as she continues to reach new heights globally with new-to-market and trend-setting formulas. Now, she stands at the helm of three global beauty forces: Ciaté London, Lottie London, and Skin Proud.
Charlotte has grown her first brand, Ciaté, from a ground-breaking innovator in nail art, polish, and treatments, into a global colour cosmetics giant. From the MUA favourite, Dewy Stix, to the world’s first transforming Glitter Flip Liquid Lipstick that broke the internet, Ciaté has earned a cult status as a coveted indie brand, winning over 25 beauty awards around the world since its launch.
Knight’s portfolio of boundary-breaking brands further expanded in 2014 with the launch of Lottie London, providing affordable and accessible high-street cosmetics to the digitally engaged millennial and Gen-Z consumer.
With her fierce determination and fearless spirit, Charlotte is a truly ambitious woman. While the world moved into unprecedented social and economic uncertainty with the emergence of the 2020 COVID-19 pandemic, Knight was preparing to make one of her biggest, and potentially boldest, moves yet. Tapping into the immense consumer demand for skincare (a sector of the industry that was seeing triple-figure growth pre-pandemic), Skin Proud was launched in the Spring of 2020, the same month that the global lockdown began.
Skin Proud is more than just a skincare brand: it seeks to change perceptions about what skin should be and encourage realistic representations of skin. Charlotte pivoted to the Gen-Z audience’s demand for a brand that has founding values and drive beyond just products, instead moving to embrace body positivity.
I predict that colour cosmetics will make an exciting comeback; due to the COVID-19 pandemic the focus shifted from colour cosmetics and the expression that consumers get from them. For 2022 consumers will be excited to re-embrace colour cosmetics and the expression and creativity they can represent. With this I feel you will see consumers pushing boundaries with their looks as due to the pandemic they will want to embrace bolder looks.
Secondly, I predict to see a continued focus on consumers investing in brands that offer hybrid products, especially with regards to complexion. Due to the COVID-19 pandemic consumers have had time to take a closer look at their current routines and see what products need to be changed for multitasking products with added benefits that blend skincare with cosmetics. We also will see a shift with consumers opting for more natural looking cosmetics with lighter formulas to achieve a more dewy and glossy finish tapping into the Dolphin Skin trend from 2021.
Absolutely! Preparing your base is key: make sure you have double cleansed and removed any impurities before putting on any make-up. I also really recommend always using an eye-cream every day before bed; not only will it prevent puffiness and dark circles, but also soften skin and allow for under-eye makeup to sit on the skin much better.
Communication and briefing your team are keen. Turnaround times are fast and it’s a high-pressure environment, so making sure everyone is fully prepared for all scenarios and aware of what is going on. The same can be said for business; communicating with not only your team but also your customer is so important in building a brand and ensuring you are creating the best possible product.
As I said before, preparing your base is super important and a primer is key for this – the Ciaté London Watermelon Primer is a serum-based primer that hydrates and refreshes the skin for up to 24 hours whilst prepping it for makeup application. The lightweight formula, featuring hyaluronic acid and vitamin E, plumps skin, prevents dehydration, refines pores, and extends the longevity of your makeup.
To get that glowing runway skin that shimmers under the spotlights, try using Ciaté Dewy Body in Shimmer along your collarbones, legs, shoulders, and arms for healthy, hydrated skin that enhances your natural glow.
Finally, to add that drama and pop to any look use the bestselling Ciaté London Wonderwand Mascara. The lash enhancing mascara lifts, lengthens, and curls, all in one long-wearing formulation. Free from smudging, smearing, and budging, the Wonderwand ensures lashes stay perfectly polished all day long.
All items available now in-store at Mecca and online at mecca.com.
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