Calling Beauty, the indie skin care label created by Sabah Yaqoob (pictured), was crowned the one to watch in 2023 by winning Best New Beauty Brand at last year's Pure Beauty London Awards.
While the brand landed the public vote, it was also a firm editorial favourite thanks to its slick branding, founder story and community-first NPD.
Here, Pure Beauty caught up with Yaqoob and discovered why Calling has the makings of a beauty darling.
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