Cosmetics Business and sister title Pure Beauty magazine are excited to announce that Ateh Jewel will be hosting the 2025 Pure Beauty Global Awards on 8 May at The Waldorf hotel in London, UK.
Jewel is an award-winning beauty journalist, influencer and diversity advocate, and successfully hosted the event in 2024.
With more than 20 years experience in the industry, she has written for numerous publications, including Marie Claire, The Telegraph and Vogue.
Jewel also sits on the Advisory Board of the British Beauty Council and has consulted for some of the biggest beauty conglomerates in the world.
Below Jewel talks about returning to host the industry’s prestigious event, her personal transformation and the “joy and resilience” the beauty industry provides for consumers and founders alike.
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How excited are you to be returning as the host for the Pure Beauty Global Awards and what are you most looking forward to this year?
I am so excited to be back. Last year was such a blast – the energy in the room, the incredible brands, the innovation.
I am obsessed with the beauty industry and everyone in it.
What I am most looking forward to this year is discovering new ideas, chatting with people face-to-face and seeing the amazing hard work that has gone into all the entries.
The creativity and commitment in this industry never fails to blow me away.
Why do you think award ceremonies like this are so important for the industry?
They give us a moment to stop, reflect and celebrate.
The beauty industry moves so fast – new launches, trends, tech – it is easy to forget the hours, the passion, the resilience that goes into every product.
Awards give brands that well-deserved spotlight.
There is no such thing as an overnight success, this is our time to say: “We see you. You are doing amazing.”
What do you think are the biggest challenges facing the industry right now?
The world feels chaotic right now – economically, socially, and that impacts how people engage with beauty.
Habits are changing, consumer needs are shifting daily, but I also think that’s why beauty matters more than ever.
In uncertain times, beauty can be grounding, joyful, empowering.
It is not just about products – it is how we show up for ourselves.
And where do you think the biggest opportunities lie? Especially for someone entering the industry today?
My mum gave me the best advice: “Make your hobby your job, and you will never work a day in your life.”
If you are a tech nerd, go into beauty tech. If you love writing, go into content.
If you could talk about lipstick shades for five hours straight – there is a place for you.
Follow the thing you would do for free. That’s the key.
You’ve got your own beauty brand Ateh Jewel Beauty. How is it going and what’s coming up next?
I launched my brand Ateh Jewel Beauty four days after leaving my 26-year marriage – it was the most intense, emotional moment of my life.
But from those ashes came something powerful.
We have already won six awards for our blushes, which I am so proud of.
This year, I am launching a foundation, fragrance and new blush shades – everything I have personally longed for in my own make-up bag.
It is all driven by passion and purpose.
What does your typical skin care routine look like?
Oh, I take my skin very seriously – like a full-on project.
Double cleansing with an oil and balm, face masks, exfoliating, hydration, facial massage, gua sha – all of it.
I use serums, oils, silk pillowcases and a silk bonnet so my skin stays plump and happy.
It is my ritual. I finish with Dream Distillery CBD night drops. I am an ambassador for them and it just seals the deal.
It is not just skin care, it is self-care.
What’s been your biggest beauty-related mistake?
In the early days, I was so excited so I threw everything at my face.
All the products. All at once. And my skin was like, “No, thank you!”
I have learned now that less is more.
Do not traumatise your skin. Keep it simple. Let it breathe.
If you were stranded on a desert island, what one beauty product would you bring?
My blush – always! I use it on my cheeks, lips and even as eyeshadow.
It has got shea butter and aloe vera, so it hydrates too.
It brings glow and joy to the face and it is a multi-tasker, it is portable, and it just makes me happy.
And that is what beauty should do: bring joy.
Who’s influenced your beauty routine the most?
So many icons. I was with MUA Val Garland today – legend. I love make-up artist Terry Barber, and facialists Nicola Joss and Michaella Bolder.
There are so many brilliant minds in this industry I have learned from.
I am inspired by all of them.
And honestly? Future me. I want her to look back and say, “Thank you for exfoliating, girl. You did me proud.”
Finally, what does self-care mean to you?
Everything. It literally saved my life.
During my marriage, I gained 11 stone. I had Type 2 diabetes. Sugar was my go-to. I was not taking care of myself.
Self-care is now my anchor. It is walking in nature, sleeping well, being around uplifting people, saying kind things to myself.
And yes, it is a bath with delicious oils. A face mask. A manicure.
Beauty is often the first step and the gateway drug to deeper self-love.
Take care of yourself. If you will not do it for you, do it for the people who love you. Because you cannot pour from an empty cup.