e.l.f store opening in Cardiff

e.l.f cosmetics have opened their very first European store and guess where it is! Only bloody Cardiff! Morgan arcade has welcomed the global beauty brand into it's beautiful arms and celebrated with an amazing store launch party last night. 

We were obviously welcomed by delicious cocktails and canapes and were given the opportunity to browse the new shop and products. The new store is delicately lined with the vast array of products that e.l.f now showcase, including some beautiful new nail varnishes which can be found displayed in gigantic glass jars. 

I first found e.l.f when I was around 17 (I think) when me and my friends at school realised that we could buy some amazing eyeshadows and blushers for £1.50! My first haul from e.l.f was around £15 and I had so much to show for it. Since then, we've all continued to follow the brand and watch it grow. It's amazing to see it finally open a store in the UK and even more amazing that it's on mine and the girls' front door. 

So why did they choose Cardiff you ask? You might not know this, and neither did I until a few days ago, but when e.l.f came to Britain in 2007, it was actually run (and still is run) by Welsh brother and sister team, Neil Phillips and Jo Westlake in Swansea! Neil and Jo both said how grateful they were for everyone's support yesterday and it was so lovely to hear. 

So if you haven't already checked out the new store, then you seriously need to pop in and have a gander. It's in the beautiful Morgan arcade which, if you haven't been to Cardiff before, is one of its many Victorian arcades which are mix of independent and high end brands. Absolutely adorable. 

Have a look at e.l.f's products and see if you can guess which lip stain I was pouring my heart over! Hint: it's not my usual red! 

By Mimi

Benefit Queen Street Rockateur launch!

Last week was a very busy week in terms of blog business for By Mimi. I posted about my trip to London to visit the Breakthrough Breast Cancer Showroom, but I didn't tell you that on the same day I attended another event in Cardiff. Yup from Cardiff - London - Cardiff! That's bloggers dedication right there! 

The event that I was lucky enough to be invited to in the night was the Benefit Cosmetics Queen Street Rockateur launch party. Held in Tiger Tiger in Cardiff, which last year underwent a very decadent and elegant make over, the event was to celebrate the new blusher- the Rockateur.

On the night, we were treated to cocktails and nibbles (yup, there were cupcakes of course and mini burgers!) and also a very interesting and detailed demonstration by the Benefit Girls who showed us how to create a rockstar inspired look. I loved watching the tutorial as I'm  still a bit of a make up novice so to watch someone apply the makeup in the correct way was obviously helpful! 

The Rockateur blusher itself was gorgeous! It has a pink tone to it with a slight shimmer which looked amazing once applied to the skin. I'm not usually one for a lot on my cheeks, but it would definitely add a touch of glamour to any evening face and because it applies fairly lightly, it would definitely suit someone like me who only likes a slight touch. This also means you can apply more if you wish. The box and brush are the perfect size to pop into your bag for a night out or to keep neatly on your dresser. 

Some of the other products that I fell in love with on the night included the Pore Professional balm which minimises the appearance of pores - something I could always do with. The Benefit babes also demonstrated some of my fave Benefit products from They're Real Lashes and the Stay Flawless Primer to the Hello Flawless Oxygen Wow. 

I took a few pictures on the night but as I literally came straight from the coach from London to the event, they're not the best! 

I'd definitely recommend you checking out the Rockateur and next time you're in Cardiff  - head to Benefit Queen street and speak to the lovely Benebabes there! 

By Mimi

Alexa Chung & Eyeko

 

Alexa Chung with Max and Nina Leykind.

Photo By Steve Eichner

The queen of the cat flick eyeliner, Alexa Chung, has teamed up with beauty gurus Eyeko - working closely with the brand to develop new products, packaging and also her own unique capsule collection.

Alexa will be joining Eyeko duo Max and Lina Leykind, who created the company in 1999. The brand focuses specifically on products for the eye, hence the name, and features mascaras, eyeliners and brown gel and is a favourite among make up artists and celebs alike. 

The Brit girl, who said she first fell in love with the brand after a make up artist used one of their eyeliners on her during a shoot, met with the brand's duo to discuss her ideas, which include little improvements to existing products plus new names, designs and packaging, said that the collaboration was a very "free" and "organic" one, with their ideas bouncing back and forth through late night emails.

Image from http://www.eyeko.com/

Being an admirer of the classic 60s liner look, it's going to be quite refreshing to see what the Brit style icon comes up with. Whenever you see a collaboration between someone who clearly is a huge fan of the product they're about to work on, it really does make you feel like it's going to be an exciting project. 

Despite already working a number of ventures, including recently penning her first book, being a presenter on Fuse News and occasionally DJing, the original E4 girl seems as though she definitely loves life in fast lane - and with all that creativity at her hands, who can blame her!

By Mimi

From red to...

 

Very bright hair at the Company Magazine Blog Awards 2013

There comes a time in every red head's life when they question how long they can maintain their fiery locks, and, after 5 years of being a fake red, that time has come. 

From the very first time that I dyed my (then) dark brown hair red, I knew it wouldn't be forever, yet here I am nearly 6 years after (yes, I know that's hardly forever), questioning whether I can still pull off the red look.

I adore my hair and to be quite honest because my natural hair is quite fair (ash brown) it doesn't take a lot of dying or hair work to keep it bright. However, now that I'm on my way into my 20s, I'm starting to wonder when the right time would be to go for something a little more easy on the eye and natural. 

You're always told that there is no place in society for bright red dyed hair. Dramatic? maybe, but think about it. When you're in school, you are told that dyed red hair is unnatural and inappropriate. Then as you go closer to Uni, you're told that maybe red isn't professional enough to be taken seriously in a working environment. I don't personally believe that your hair should determine this but that's what is drilled into you. 


I've never really paid much attention to this kind of pressure until now, where I can think about is what I'm going to look like at 30, 40 etc... with fake red hair. 

Oh, When I talk about red hair in these circumstances, I obviously mean dyed red hair and not beautiful natural red locks!
So, what are my options? 

Well, as I said before, my natural colour is a fair brown, however, I'm not a fan of it (my little brother calls it grey, much to his amusement). 

For ages now I've been very tempted to strip it all back and gently highlight my ash locks but in all honestly, I'm more scared to go back to a natural hair colour than I was going red? 

A little darker than my natural colour

Can any of you guys help me decide? 

By Mimi

Nouveau Beauty Group Presents...

Every now and then and event comes to Cardiff that is really exciting and on Monday 22, this day will be no exception.

For beauty bloggers and make up lovers in Cardiff, the news that the Nouveau Beauty Group are holding an exclusive industry insight show which they are taking around the country and stopping in the Welsh capital is VERY exciting.

Sadly for me, I'll be in work but if you can make it to this event then I seriously urge you to! 

Held in the Hilton Hotel in Cardiff on July 22, the event will  showcase "how specialist training can make your business more successful, demonstrate the latest techniques and equipment and also feature seminars with leading educators, as well as offering you the chance to meet Karen Betts - one of the biggest names in the beauty industry (Extreme Make-Over and 10 Years Younger)". 

The itinerary of the day ( which includes eyelash training from Nouveau lashes) is available on their website here.

You are also given a goodie bag worth £500 when you purchase your £25 ticket. 

As I'm just starting my own beauty blog, The Review Party, with my best friends, I'm absolutely gutted that I can't make it to this event! It's not everyday that you get to have an insight directly into a multi million pound industry.

If you want anymore information then ring 08456443994. 

Enjoy! 

By Mimi

Q&A with PAPERSELF lashes

 

So, as promised here is the Q&A with PAPERSELF. Find them   on Facebook and Twitter

Also, if you haven't already then make sure you check out yesterday's review. 

On By Mimi, we love to find out a little bit about those working in the fashion industry. It not only give yous you a little background into the brand or person that I've written about, but it also adds a little something extra to the blog. So, here's my 5 minute Q&A with PAPERSELF. 

 We know that you launched in 2009, but what did your first collection look like and how has it changed now?

PAPERSELF begun through a motivation to innovate the way people think about paper, turning it from a house hold item into an artistic piece of jewellery for the eyes. This passion created  “The world’s first and leading wearable paper-art eyelashes!” and we formed a new trend in the market. We have always focused on creating pieces of wearable art and have created (and continue to create) the first contemporary storytelling lashes.

Where do you get your inspiration from for your designs?

PAPERSELF eyelashes are filled with character inspired by the art of Chinese paper-cutting. Eyelashes blend an element of traditional culture with contemporary design. Each design has a symbolic meaning: Deer & Butterfly (Free, Beautiful and Sensitive), Peacock (Auspicious and lucky days), Birds (Happiness and Fulfilment). The lashes can be cut and combined in various ways for different occasions.

I remember seeing you at my very first fashion week in London, what did it feel like for you to be showcasing your lashes there?

As PAPERSELF are a London based brand, LFW is always the most premier high end place for us to showcase. We have also done a variety of other fashion weeks and shows across the world. However! LFW is a lot of Fun , a lot of press, and many vibrant and interesting people - very different to other fashion weeks we’ve showcased at.

What's been the most exciting thing for PAPERSELF?

The amazing growth the brand has had over the last few years has been very exciting. Winning the Nylon Beauty award 2012 and Being in Hollywood film the Hunger Games 2012 were also perks of our journey so far. 

What's next for you?

Many exciting things, This is the beginning of a Paper revolution- and we’ve only just begun!

There you go! Thanks again to PAPERSELF x

Make sure you visit the PAPERSELF website for more information, pictures and inspiration, and also how to purchase your own lashes! Send me a picture if you do!

By Mimi

PAPERSELF Lashes

A few years ago, I headed to London for my first ever London Fashion Week. I got a press pass through my blog and heading to Somerset House all on my own, ready to experience one of the most prestigious events in the industry. 

Polka dot lashes

This was the first time I came across PAPERSELF lashes and of course, I instantly fell in love. The intricate lashes which are made from paper, amazed me. The amount of detail and design that goes in to creating each set of these beautiful eyelashes is honestly astonishing, so when I was asked if I wanted to review a pair, I obviously jumped at it. However, in true By Mimi style, I obviously nabbed the opportunity to do a quick Q&A with the innovative brand which will be going live tomorrow at 12 noon. 

But first, let's chat about the lashes. The lashes come in many different forms, taking inspiration from everything from London to lace. The ones I received were the new Polka Dot pop lashes which featured beautiful bows and beads, which according to Paperself, represent "a subtle mixture of sweetness and funkiness" while "the leaves depicted by the embellishment of beads add a touch of sophistication". 

"Polka Dot Pop lashes are designed with exceptional attention to detail and originality to reflect the modern, intellectual women with an inner playfulness."

I also loved that they were inspired by pop art and the 60s! They are definitely ones that I would have picked out myself. 

Now, being the amateur that I am when it comes to make-up and beauty, I was a little nervous and wary about how I was going to put them on, but in all honestly, I found them VERY easy. I chose to cut mine into smaller segments so that I could wear them on the corner of my lashes and also across the whole of them. As I said, I'm a complete amateur when it comes all this beauty so it did take me a little while to figure out which way the lashes go on, however, for someone who has used lashes before, this will be very obvious to you, as pointed out by my best friend! 

The lashes didn't come with any glue, however I had some Eylure Lashfix handy from a recent goody bag so I used this. Once the glue was applied, I simply placed the PAPERSELF lashes on as shown in the tutorial below and viola, they were done! I was really impressed! I'm definitely going to be wearing mine on a special night out to add an extra something to my outfit. Perfect for the fashion forward gal! 

Here's a tutorial from Paperself on how to put your lashes on. 

By Mimi

Belle Toujours: #beautyforum

It's not everyday that you are invited to sample some of the most amazing beauty and hair treatments at a new exclusive salon, but last night I got to do just that. The salon that I am of course talking about is the new and innovative Belle Toujours, situated on the elegant and beautiful Cathedral Road, Pontcanna. 

I know this article is a little long, but I really think it's worth a read. Believe me, you'll be booking yourself an appointment by the time you finish reading...

The salon, which translates as "forever beautiful" in French, was launched in November 2012 by owner, Claire Bellamy and hails itself a "luxury one-stop hair and beauty destination" - brave? yes, but believe me it manages that and more.

My first impressions of the salon came from it's stylish website and classic yet sophisticated theme. The building itself acts as the perfect location and setting for the salon. Situated in one of Cathedral road's £1 million Victorian townhouses, it gives the impression of exclusivity straight away. The low key exterior which comes in the form of a delicately trimmed lawn and simple yet beautiful sign only adds to the excitement and awe that you feel when you enter because it's so unexpectedly beautiful.

The salon covers three floors with the womens' hair being treated and cut on the bottom, spa treatments being done in the middle and then the mens' exclusive barbers on the top - something which you rarely see in the town centre. 

The decor adds to the exclusive vibe. Classic, sophisticated with the perfect amount of detailing such as unique art/ornaments and patterned wall paper.

My favourite room was the spa room, situated on the second floor. This room was completely different to the rest of the building, which worked perfectly with the spa atmosphere. It allowed you to escape. To feel like you were a world away from your stresses and worries, so much so that you instantly forget that there's a salon below you. Everything from the aroma to the calm music, the bed towel and the dresser in the corner, made you feel like you were in a 5* spa.

The event itself consisted of a few of the Cardiff bloggers coming along and being given taster treatments. The two treatments that I opted to try were the Elemis facial and the 4 step K-Pak Joico Hair treatment. 

Firstly, I was treated to the facial which was done in the beautiful spa room that I previously mentioned. Here, I was met by Rachel who does all the spa treatments at Belle Toujours. Before we started, Rachel sat me down and went through every stage of the facial, giving me time to ask her any questions along the way. She explained that this facial was called an Elemis facial and that it was an introductory facial to the Elemis treatments. 

Just so you know, the Elemis treatment is a cutting edge spa treatment that can be found all across the world. It's renowned for using natural ingredients such as lavender and cutting edge technology. 

Rachel then asked me about my skin, which for me made the experience a 100 times better because it meant that she wasn't going to put something on there that my skin wouldn't agree with and also that clearly she was highly skilled. 

The facial started with a foot massage. Yes, I know, you weren't expecting that right? Rachel said this is a great way to awaken your skin and set your body in the right mood. Believe me, it worked. 

Rachel then used the elemis products to cleanse my skin ready for the treatment masks, followed by nourishment and treatment creams which left my skin feeling rejuvenated. It felt so amazing and gentle that I have to admit that I nearly fell asleep at one point so forgive me if I can't remember every single aspect of the treatment! Rachel also used hot flannels and a very gentle exfoliator which left my skin ultra soft. To finish, she then gave me a gentle head massage which was immense. In a lovely relaxing end, Rachel signaled the end of my treatment with a bell, to which she then proceeded to get me a glass of water and told me to take my time getting ready and to enjoy the relaxing feeling. I have to say, for someone with temperamental skin, the treatment worked wonders. It not only left my skin glowing but it also didn't irritate it at all, which was really important to me.

Next for me was the K-pack hair treatment. I opted for this one because my hair needed some nourishing. Due to the fact that I dye my hair, it's important for me to keep it in good condition. The treatment which lasted around 45 mins is specifically for coloured, weakened and distressed hair. It consisted of: 

Step 1 – clarifying shampoo which removes any build up impurities and unwanted minerals from the hair.

Step 2 – cuticle sealer – which squeezes out excess moisture in the interior of the hair – (Not part of the DIY kit).

Step 3 – deep penetrating reconstructor which works deep in the cortex of the hair to rebuild and strengthen the protein and bonds with the hair.

Step 4 – hydrator seals in keratin protein and closes cuticle, hydrating the hair and promoting shine.

The treatment aims to leave  your hair stronger than ever before with increased manageability and shine and I can honestly say that it did. This exclusive treatment can only be carried out by a salon authorised by Joico, although there is an at home kit which retails at Belle Toujours at £38 for approx 30-40 treatments.
 
What was good about this treatment was that Paige (Salon Assistant), who was washing my hair knew exactly what every single product did, which was very important to me as it made me feel like my hair was in good hands.

I then had a lovely blow dry by Lauren (Creative Stylist) who gave me a beautiful stylish yet understated natural dry which is exactly what I asked for. My hair never ever does what I want but somehow she managed to make it look good so for that, I thank her! Having hair that is naturally curly means that sometimes stylists have problems taming it but Lauren knew exactly which way to dry it to ensure that it stayed in place. I like to keep my hair looking natural and not too "done" and Lauren really listened and achieved this. 

After the treatment, my annoying split ends had practically disappeared and my hair was left soft, strong and healthy. I think for someone who dyes their hair a lot like me, this treatment is essential as it restores all the protein that the hair dye takes out. 

What I loved about this salon and all of the treatments is that it has that exclusive high end feel but it's made it very accessible, friendly and down to earth which is exactly what people like myself look for. The setting of the salon in the town house gave you the feeling that you were being pampered at the home of stylist rather than in an exclusive salon, which is quite innovative.

The skills and knowledge that the staff had was also very impressive and very helpful. Straight away, you knew that you were in good hands and that's important when your giving someone free reign on something as personal as your hair and skin. I trusted Rachel with my skin because I could see she was very knowledgeable not only about the different kinds of skin in general, but also about the products she was using and treatments she was giving.

What surprised me the most about Belle Toujours was the prices. After my facial, due to the high level of skills and service given by Rachel, which I can't fault one bit, I was expecting it to be a LOT more than it's £41 price tag. The same goes for the K-PAK which starts at £15 depending on your hair length and type etc... In a capital City, you expect the prices to be a lot higher so for them to be as fair and accessible as they are is very unique to the city and something that will give the salon that extra edge in attracting customers.

Overall, this salon is very exciting news for Pontcanna and Cardiff and at the moment, I can't see any others around. You can get everything from your nails to your tan to a massage and hair cut under one roof and that's why it's unique. Because each section is situated on a different floor, it gives that feel that you could be in a salon one minute and a spa the next, which isn't offered anywhere else in the City. My experience at Belle Toujours was incredible. The friendly and relaxed manner, the knowledge and skills of the staff, the atmosphere and the vibe of the salon and the decor and style all make Belle Toujours an innovative, exciting, unique AND affordable place to go, and yes, I'm already planning a second visit. 

By Mimi 


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