Last week, GLAMOUR’s community gathered on a sunny rooftop at Aqua in London for the launch of the new Summer Ready GLAMOUR Beauty Box.
Our beauty editors have meticulously hand-picked nine essential buys designed to help you effortlessly curate your ultimate summer beauty kit. Purchased separately, this carefully curated selection would retail for over £155, but it’s all yours for just £24 when you use introductory code: WELCOME15. For a limited time only, new subscribers get a free customisable gift at checkout when they join.
“Who doesn’t love cocktails on a roof?,” says GLAMOUR’s Head of Editorial Content Kemi Alemoru on the launch event. “We wanted to bring together the Glamour beauty community for the launch of our Summer Ready Glamour Beauty Box to talk about the future of beauty and bask in the glow of London’s current heatwave.”
Titled Beyond Beauty, Kemi hosted a panel featuring Rodial founder Maria Hatzistefanis, Seen Group Senior Beauty Strategist Chelsea Mtada and Stylus Head of Beauty Lisa Payne. “We brought together founders and trend forecasters to hear their insights on how to create a cult beauty brand from developing a community IRL, building lore, outlasting viral trends and more,” Kemi explains.
During the panel, Chelsea explained how going beyond traditional influencers and locations is integral to success in the future. “The nano creator is key when it comes to building community and longevity because sometimes when you put all of your money into a celebrity they might disappoint you down the road,” she says. “The other thing is showing up regionally – not everything has to happen in London or New York. You might find a thriving community of beauty lovers somewhere else who have been waiting for a moment to engage with your brand and that’s where you’ll find the most devout community members with the best insight.”
Elsewhere, Maria shared how experimentation remains a big part of Rodial’s strategy as the brand celebrates its 25th anniversary. “The most important thing is to know exactly who your audience is,” she shares. “We’ve been around with Rodial for 25 years and we’re still relevant, still revolutionising and we’re still building a community.”
Meanwhile, Lisa reflected on how a more analogue approach to beauty marketing – like The Ordinary’s recent New York pop-ups – is the path forward. “Especially with young consumers,” she says. “There’s tech overwhelm, there’s AI overload and people are really getting turned off by it. There’s some consumer behaviour that’s also starting to move away into a more analogue way of approaching things like vintage retro cues coming back into packaging and an emotional connection to the products that are coming out.”
If you’re interested in getting your hands on the latest GLAMOUR Beauty Box, here’s everything you need to know: each box includes at least five full-sized products worth over £130 and is delivered every two months. You have complete flexibility to pause your subscription or skip a box anytime you like. Not to mention, our flexible payment plan means you can spread the cost over time or pay upfront.
Find out more about GLAMOUR’s Beauty Box and how you can sign-up to get your own here.