I Heart Beauty


I thought a good way to give you some info on me and my blog would be to interview myself, so here goes…

First off, tell me a little bit about yourself?

I’m in my mid 40’s, live in west London and I’m a single mum to Hannah who’s six years old.

Describe what people can expect from I Heart Beauty?

I’ll be writing from a prospective of an older women and I do think with age comes experience. However, I hope that women of all ages will find my blog useful and interesting. You’re likely to read about new products and trends here first along with reviews, interviews with experts and my longtime beauty favourites.

When did you first become interested in beauty?

My passion for all things beauty related started when I was about 7 years old. My father, who was in advertising at the time, was working on a Max Factor campaign and bought home the Roll-On Lip Potions (howI wish I could smell these again) and from that moment I was hooked. From then on I was never happier than when gazing at the beauty counters in Boots, Woolworths and the local chemist.

My father went on to spend the next 40+ years in the beauty and toiletries business so I was lucky enough to get an insiders view on how things worked. I also involved myself in lots of ways such as  attending trade exhibitions and going beauty trend-spotting in New York. Sometimes knowing too much about something can take away some of its magic but this hasn’t been the case for me with beauty. I still have the same enthusiasm and fascination for it now as I did 40 years ago.

Which area of beauty do you love the most?

I’m absolutely passionate about skincare. I’m taking an Advanced Skin Science Course and I’m a member of the Society of Cosmetic Scientists. I also read dermatology textbooks and journals and attend relevant talks and conferences in order to keep up to date with the latest research. In other words, I take skincare very seriously. Developments and innovations in skincare have come on so much in the last 10 years and my aim is to pass on what I learn to my readers. I do this by writing informed and well researched reviews. 

And what about make up?

Make up can have the Cinderella effect of making you look younger, fresher and healthier which in turn has the psychologic effect of making you feel better. But to me it’s more than that. I find using it fun and enjoyable. It’s an opportunity to be creative and play about with different colours and textures. It’s a time to focus solely on myself. Also, I love beautiful makeup packaging.  A well designed piece of makeup is like a little piece of treasure.

I’ll buy and use makeup from drugstore to high end brands but my preference does lean towards premium ranges. However, the quality and innovation of drugstore brands is improving all the time.

What’s your angle on ageing, cosmetic procedures and surgery?

I think it would be fair to say I’d like age well and slowly! Accepting that I’m starting to look visibly older is quite hard but I really don’t want to get hung up on it. It seems that women who obsess about ageing make bad decisions when it comes to aesthetic procedures and can end up looking worse than if they’d have left their faces alone.

My personal mantra is that anything I have done has to be effective but not obvious in a bad way, very low risk and minimal to no down time. This rules out surgery for me  but it might be that I change my mind in the years to come.

Is there anything else you’d like to add?

Only that I hope you enjoy reading my blog and I can be contacted at alex@Iheartbeauty.net if you have any questions or comments.