Welcome to our AM/PM beauty section where we speak to entrepreneurs in the industry to understand more about their daily skincare and makeup routines.
This month we chat with Aimee Smale, founder of the viral fashion brand Odd Muse. Founded in 2020, by Creative Director Aimee Smale, Odd Muse is dedicated to redefining luxury fashion and the essence of elegance. Their mission is to introduce a slower pace to the fashion industry and shopping trends.
So, let’s delve into Smale’s beauty routine from morning to evening.
Talk us through your morning routine.
A full morning routine is something I am working on. My mornings are very much go-go-go. However, I have managed to perfect 30 minutes to myself first thing in the morning to enjoy my coffee before my day starts. It’s become quite sacred to my day.
Ho does your evening routine differ?
The evening routine is all about skincare, post shower I put on some fresh PJ’s and do a full routine including my red-light mask. I immediately get into bed and either read my book or watch whatever show I’m into at the time. I have started leaving my phone in another room, so I don’t check emails or socials and it’s been such a positive change in my routine.
What are your hero skincare products?
A calming cleanser, I love the REN one, Cle De Peau serum and lotion. For night, I’ve been loving EYEAM’s new serum, it’s been helping my rosacea a lot alongside my red-light mask.
Are you a fan of masks?
I’m a big fan. A use my red-light mask every evening but I tend to use general face masks every single day. My favourite clay masks are Caudalie and my favourite sheet masks are either Dr. Jart+ or 111Skin.
How would you describe your relationship with makeup?
As I reach my late 20’s a lot better, a lot lighter! I use make up to enhance natural features on my face rather then cover everything and create illusions. I’m really content with my relationship with make-up, a lot more comfortable with and without it.
What can always be found in your makeup bag?
Bobbi Brown vitamin enriched face mask, Georgio Armani Luminous silk foundation, L’Oréal True match foundation, Charlotte Tilbury Peach Pop Blush and the Laura Mercier Translucent.
What fragrance is your current favourite?
I’m always between Odd Muse Ultimate Muse or Penhaligons ‘the favourite. Evening fragrances for me tend to be slightly more masculine then my every day.
Talk us through your hair routine.
I use the Dyson on my hair twice a week to always have a bit of body in my hair. I swear by the Drybar Triple Sec spray to ensure it lasts through my working week.
What is the most unusual item in your makeup bag?
The ByEllie Brow Texture is something everyone always asks me about it. It’s from a smaller brand here in the UK so I say unusual as I think the world is yet to learn about it. It’s an absolute game changer.
