Outspoken Beauty The Outspoken Review - Incredible Female Founded Makeup Brands
Feb 17, 2026
A lively tour of a Covent Garden pop-up showcasing female-founded makeup and skincare-makeup hybrids. Highlights include AI-custom foundation tech, tubing mascara that promises no clumps, silk eyeliners and balmy lip treats. Conversation also touches on backing independent founders and mindful, ethics-driven beauty shopping.
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Decipher's Personalized Foundation Experience
- Nicola Bonn describes how Ruth, co-founder of Decipher, contacted her about building AI-powered, perfectly matched foundations.
- She got color matched and says the tailored foundation and concealers were spot on and customizable for matte or glowy finishes.
Pop-Ups As The Future Of Beauty Retail
- Nicola argues that curated pop-ups are the future of beauty because they let founders meet customers and showcase indie brands in person.
- She says these spaces recreate the in-store discovery experience and help small brands reach big footfall.
Discovering Rheeson’s Skincare-Makeup Hybrids
- Nicola recounts meeting Rhi (Really Rhee) and trying Rheeson's skincare-makeup hybrids like a lid elixir, moussey blusher, and a gloss-balm lip product.
- She praises the formulations, says they're unique on the market, and recommends trying the range including bronzers and highlighter.