Ateh Jewel, a beauty journalist, broadcaster, and diversity activist with over two decades of experience in the industry, has finally launched her own cosmetics brand. The debut collection includes three blushes. These can be applied to the cheeks, lips, and eyes and are available in the shades Love Plum Plum, Radiant Rav, and Watson Watermelon.
Jewel has developed her formula over the past five years — which uses aloe vera, cocoa butter, marshmallow extract, jojoba, and sustainably sourced squalane — and is designed to work on all skin types. Notably, the blushes do not feature talc or white fragments, avoiding chalky formulations and allowing colours to “pop” more when applied to the skin.
The debut collection is only the beginning of her “beauty empire”, according to Jewel. She plans to launch 20 new shades of foundations for deeper skin tones, along with foundations, candles, body care, and hair care products.
The range is stocked at Harrods in the UK, and Jewel praises the retailer for launching her brand in a “unique, unconventional and diverse way”.