Vicky Pattison, a British TV personality who made her name on the hit MTV series Geordie Shore, has entered the cosmetics arena with No Filter Beauty.
Established with her close friend and celebrity make-up artist Lo Dias, who has worked with Pattison for many years, the brand intends to challenge ‘ridiculous’ standards of beauty seen on social media.
Initially, the brand, which has hired Barry M to be the vehicle for its new line, has introduced a selection of six Lip Kits, featuring a matte lip liner and lipstick (£14.99).
Colours in the line range from reds to peaches and purples: Mocha, Nakey, Spicy, Red Carpet, Fandango and Tuscany.
Meanwhile, the brand’s 35-strong Eyeshadow Palette contains matte and shimmer shades, from greens and golds to pinks and silvers.
“We love making people feel beautiful within their own skin,” said Pattison.
“I try really hard to use my platform positively and break down those ridiculous beauty standards that no one can ever measure up to.
“Together, Lo and I [with the experts at Barry M] make the perfect team to create an amazing new beauty brand, a brand that’s inclusive, classic and makes people feel powerful and beautiful.”
Dias added: “For us the name ‘No Filter’ didn’t simply come from hashtags about posting filter-less photos, it was something Vicky was already passionate about, encouraging people to be unapologetically themselves.
“With our No Filter brand, we want you guys to love what you see in the mirror, to be proud of your gorgeous, glam selves and to put a little bit more confidence and self-love out into the world.
“With a little help from us and your make-up bag.”