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

St David's Ladies Night

 *Photos supplied by Grayling PR- taken by Huw John I do not own*

Last Thursday I was invited along to the annual #ladiesnight event at St David's shopping centre in Cardiff. The night is always a big one on the calendars of many young girls, women and students who live in the area as nearly all of the shops and restaurants put discounts and offers on their goods all night! 


I went along to the beauty showcase at John Lewis where we were treated to a small goody bags as well as canapés and cocktails! You could also get mini beauty treatments done by some of the big names in beauty such as Chanel, Dior and Benefit. 

There were also little beauty demonstrations being done by the make up artists from Nars which showed us a range of techniques and tips.

For me, pay day was a little while off so I spent my night catching up with some of the lovely Cardiff fashion bloggers such as Emily, Louise, Gem, Laura and Georgia. We were treated to a lovely bloggers and press reception at Wagamamas which of course included some little nibbles here and there, although my table seemed to be invisible to some of the waiters :P 

The event itself a literally a fashion extravaganza. There's not only huge discounts but also lots to entertain you such as candy floss stalls, snow cones, a walking fashion show and a beauty bus! I didn't have time to go in there but it looked amazing. Think - a big red London bus in the middle of Cardiff giving you free make overs!

Anyway, I had a great night and I can't wait for the next one. It's always one of the most exciting nights of the year. Well done St David's! 

By Mimi


Twitter: @miaholt Instagram: Mia_Holt