Iris & Nellie

How did technology and social media mould the way you work (for instance at Dazed Beauty) and the company you created (Babyface)?

Social media, and the way women self fashion online fascinates me. Babyface started in late 2013, before most of us, my self included had social media. When Instagram did really kick off, it became this massively useful tool for us to discover new women to profile and connect with. Our network went from local – the whole stretch of Kingsland road- to global overnight and that was really exhilarating. So, I’ve continued to use it as a tool to connect with people over and to discover likeminded creatives, but in all honesty, I feel the most inspired when I free myself from the echo-chamber of my direct social networks and algorithms.

For the first time, in a long time, I’m excited by tech. Starting at Dazed Beauty and collaborating with people who are obsessed with tech has rubbed off on me. I quite like my approach to it, which remains pretty human and curious. I’m very excited to see what AI does for the beauty industry over the next 5 years or so.

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