Nothing Is As Perfect As You See in Beauty Marketing
Before I was a makeup artist I saw the huge trends around mineral makeup. Everyone went wild for it. So I did what most people did and bought into the hype & product. I was quick to be confused—why was this product meant to be so good when I couldn’t even see it on my skin, when the pigment wasn’t even translating and the makeup didn’t even last?
Don’t get me wrong, I know for some, mineral makeup has had good results. But I grew into being a performance-focused makeup artist for the everyday woman for her events. I knew there was a massive gap with products that did amazing things for the skin but still were able to do everything you needed them to. It was then I swore that I would create a holistic brand that did everything I knew it could.
Fast forward 20 years and I launched Holme Beauty. Something that completely baffled me was that no one had yet stepped into the space of being holistic—having ethics, sustainability, and a clear "no list" for ingredients that caused skin sensitivities, etc. Yay for me! I got straight into it.
For some though, it’s not enough to have strict ingredient lists to prevent acne, rosacea, and other skin reactions. It takes way more than just removing D5 from a formula (which we have done) for someone with hormonal acne to get clear skin—and we know that. But we believe that to show up for marginalised groups in beauty—like those with acne, textured, or reactive skin—it needs to be more than just ingredient lists. It needs to be a celebration of what is normal.
Why do we hide what so many have? Why are we so scared to platform what is real and relatable?
Well, at Holme Beauty, we aren’t scared at all. In fact, we CELEBRATE it all.
We celebrate YOU.
This week is Acne Awareness Week globally, and we want to take the moment to remind you that nothing is as perfect as you see in beauty marketing. We might never be that bouncy, young, collagen-filled, and clear-skinned as the 18-year-old models you see airbrushed all over your screens, but at Holme we don’t want you to be. All we ask is that you embrace it when you see it represented—when you see us not airbrushing our models' skin.
This week we will be talking about all the ways Holme shows up for you in your reality, in all of our realities.
And I would love you to listen in, because there is so much that’s unknown about the depth of your application, your product, and our ethics—focusing on your skin, your approach to it, and how it feels.
I always advocate that whatever you have right now on your face—you work with it, you celebrate it, and you own it.
Our products will do the rest of the work, and our message will remind you to back yourself when you struggle to.
Much love,
Hilary x