29 Mar 2021
Beauty Backed Trust launches with a mission to support industry reopening and longterm recovery
BY Megan Whitby
In August 2020, industry figure and influencer Caroline Hirons launched Beauty Backed to support independent UK businesses and entrepreneurs within the beauty industry impacted by the pandemic.
The campaign has since raised over £600,000 (US$830,200, €704,000) for distribution by the Hair & Beauty Charity and has recently evolved into The Beauty Backed Trust.
With beauty contributing over £28bn (US$36bn, €30.5bn) annually to the British economy, the trust's newly-appointed team of trustees, including Hirons, are passionately advocating that beauty is a valuable industry that’s all too often overlooked.
As the beauty industry in England, Scotland, Wales and Northern Ireland prepares to get back to work throughout April, the trust has launched into action with a Back to Work campaign to support those in need of vital supplies and support to get going.
It's inviting industry professionals in need of stock, PPE, tools and kits to contact them via this
confidential form and asking any businesses interested in helping donate supplies to please email [email protected].
As part of the campaign, the organisation is also hosting a two-day Back to Work Bootcamp on 29 and 30 March, featuring insight and discussion from industry experts to guide and support professionals as the industry reopens.
The trustees
The Beauty Backed Trust's trustees include:
– Alexandra Forbes, group director for Caroline Hirons Limited and Skin Rocks
– Caroline Hirons, founder, influencer, advanced aesthetician and best-selling author
– Dija Ayodele, aesthetician and founder of Black Skin Directory
– Lesley Blair, chair and CEO of BABTAC
– Lisa Potter-Dixon, makeup artist and best-selling author
“Over the last year, we’ve witnessed much of our industry struggle to stay open and viable,” they announced on Instagram.
“We see ourselves in our colleagues and as past and present beauty business owners, we understand the hardships COVID-19 has created alongside the repeated delays in reopening our sector and lack of individual sectoral support funding.
“We’re truly passionate about the beauty industry and our initial goal is to support as many beauty professionals as possible to get back to work.”
The trustees are supported by a wider team of powerhouse industry leaders, spanning all areas of beauty. See below for a comprehensive list of members.
“I wanted to support the industry through education, financial aid and more,” Hirons explained, “I’m excited by the endless possibilities and cannot wait to see what we can achieve through Beauty Backed.”
The trust has announced that its long-term goal is to progress into a registered charity.
The Beauty Backed Trust team
Adeola Gboyega, makeup artist and beauty expert
Alexia Inge, co-founder of Cult Beauty
Amanda Bell, makeup artist and educator
Andy Millward, facialist and aesthetician
Anita Bhagwandas, beauty journalist and broadcaster
Ateh Jewel, beauty journalist and broadcaster
Debbie Thomas, advanced facialist and founder of D.Thomas Clinic
Emily Ewart Parks, co-founder and chief eco-system officer at Secret Spa
Errol Douglas MBE, hair stylist
Hannah Martin, makeup artist
Jacqueline Kusamotu, co-founder and CEO of Candour Beauty
Jules Von Hep, celebrity tanning expert and founder of The Isle of Paradise
Kirsty MacCormick, spa consultant at The Spa Consultancy
Kirsty McCall, hair and makeup artist, founder of WHMUA
Marc Elrick, CEO and founder of Future Beauty Labs
Melanie Smith, creative master colourist at Josh Wood Colour
Millie Kendall MBE, co-founder and CEO of The British Beauty Council
Sonia Haria, beauty director at The Telegraph
Tinu Bello, CEO and founder of Colour Riot Nails
Vanita Parti, CEO and founder at Blink Brow Bar
Throughout 2021, Hirons will sit as chair of the trust and Marc Elrick as vice-chair.
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