Pure Beauty

Beauty journalist Ateh Jewel launches long-awaited beauty brand

By Alessandro Carrara | Published: 5-Jul-2023

Jewel has developed the formula over the past five years, which has been designed to work on all skin types

Beauty journalist, broadcaster and diversity activist Ateh Jewel has launched her long-awaited cosmetics brand.

Ateh Jewel Beauty’s debut collection comprises three blushes in Love Plum Plum, Radiant Rav and Watson Watermelon shades.

It can be applied to cheeks, lips and eyes, and is available at atehjewelbeauty.com for £25.

Aloe vera, cocoa butter, marshmallow extract, jojoba and sustainably sourced squalane also features in the formula for each blush.

The blushes also do not feature talc or white pigments, which was an intentional choice by Jewel who had experienced frustrations with chalky formulations.

Additionally, by avoiding a white base, Jewel says it helps make colours pop more when applied to skin.

"Ateh Jewel Beauty is my love letter to my 15-year-old self who always felt I was on the outside looking into the beauty world,” she added.

“Blush, to me, represents embracing your inner artist, expressing yourself and living your best life."

The debut collection is also only the beginning of Jewel’s “beauty empire”, she told Cosmetics Business.

She revealed plans to launch 20 new shades of foundations for deeper skin tones, along with foundations, candles, body care and hair care products.

The range is also stocked at Harrods in the UK, and Jewel praised the retailer for launching the brand in a “unique, unconventional and diverse way”.

“It is about supporting me as a founder and coming to the market in a unique way,” she added.

Jewel has over two decades of beauty experience writing for publications such as Vogue, Marie Claire, Allure and Sunday Times Style.

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