The Conscious Artist

Meet Armand Beasley, Make-up Artist, Beauty Presenter, Writer and Actor, who is making waves with his ideas on cruelty-free and sustainable make-up. Kanishka Ramchandani gets him to share his journey in an exclusive interview.

What got you started into the make-up industry?

I am also an actor and I was looking for a job after I had returned from a short tour. I got talking to a beauty consultant and I got a job at Clinique within a week.

What was the turning point in your career or epiphany as a professional that prompted you to turn to crueltyfree products?

I had many years working with various brands but it was when I started to train in Reiki a number of years ago as well as a passion for nutrition, which made me start to question what was in products and how ethical were the brands. Testing on animals should be a thing of the past now but sadly there are some countries who still ‘require’ it before they will allow brands to sell there.

What was the thought process behind your product range?

Well, I don’t have a product range…yet! But I do have a 100 per cent natural high shine nourishing multi purpose balm called Pro Body Glow. It was my client, the Hollywood legend Goldie Hawn who inspired me to create it.

I wanted something that was multitasking and I could use on anyone to help the skin look and feel fantastic.

We are having some amazing feedback from people who not only love the gleam and nourishment the balm gives to the skin, but some people have said that it’s really helped their skin conditions like eczema. Also, makeup artists are starting to discover it and are using it over the top of make-up as well as after prosthetic make-up removal to soothe the skin.

Do you also consciously look for eco-sustainability while buying or creating products?

It is important to me that everything that I use is crueltyfree but also I am interested in the carbon footprint, the brand’s social awareness and philosophy. Plus, I want to know what exactly is in the product and can it do the job.

How is the overall progress of the make-up industry in the UK with regards to sustainability?

It’s growing…as it is internationally. The COP26 UN climate conference took place last November and the world’s eyes were all fixed on how we can achieve the goals set out in the Paris Agreement and the UN Framework Convention on Climate Change.

Every year, I attend the Natural Organic Product European expo in London to see progression as well as innovation. This year was the first Clean Beauty London event, which was interesting, too. I really don’t like the phrase ‘clean’ beauty, because what exactly does it mean? It’s a very odd term! But we also now have the Sustainable Beauty Coalition, which was formed by the British Beauty Council to help make the industry more transparent and accountable, and easier for the consumer to understand as it’s a minefield. So, the spotlight is getting bigger and the public are taking note.

What do you think is still lacking in brands and at the consumers’ end regarding sustainability?

I think that governments need to strengthen their recycling infrastructure plus incentivise small businesses/ brands with their eco journey.

In the UK, each local council has different recycling policies in place and, so it is really difficult and confusing as a resident to know what to recycle for example. Also local councils and businesses working closer with farmers and suppliers to help cut waste in food chains that could potentially be then used in beauty formulations etc. Manufacturers and brands need to have a 360o approach to their products - how it’s created; full traceability of ingredients sourced; are they supporting local communities; carbon footprint; reinvesting in communities as well as the environment, etc.

What are your plans for the rest of the year? Tell us about your upcoming projects and assignments.

I am one of the cast in an upcoming BBC drama to air later this year. I still contribute to various magazines. I am hosting a few beauty and style events around the UK, similar to what I did in Mumbai back in 2019 for Makeup Week. That was such good fun! I miss India!

Pro Body Glow is growing nicely with a few beauty salons and spas wanting to sell the product as they’ve seen it doing well on Amazon.

I also work a lot with the super talented, ‘hairstylist to the stars’ Dar at his London salon based at the Taj St James Court. This year, we have lots of clients already booked in for a total pamper. I am the ambassador for the on-demand hair and make-up app, www.Artisté. co.uk, which is primarily for the north of the UK but they are expanding due to popular demand. I also participate in luxury wellness retreats, too. Life is great. I am very blessed!

How to build a cruelty-free and sustainable make-up kit?

Check out websites like PETA, Leaping Bunny or Cruelty Free International to help locate beauty brands that are cruelty free, and then start building your kit. Look at space saving and multipurpose products to cut down on the amount of products you are using. Some of the brands that I use include Inika Organic, Delilah Cosmetics, Emani Vegan, Green People, Skn-rg, Illamasqua, etc.

How can artists make sustainability a part of their daily work routine?

Switch to eco-friendly disposable wands such as the bamboo ones and do not use face wipes! They just end up in landfill usually. Look out for innovative new brands like Northern Lashes (www.northernlashesltd.co.uk ), who do 100 per cent biodegradable plant-based fibre lashes that you can get 20 wears out of them and then just pop them in your garden along with the tray and they will break down as they are compostable. The box that they come in can be recycled with your cardboard/paper waste.

Very often artists get carried away with labels such as ‘vegan’ and ‘organic.’ What role does education play in creating awareness about the true meanings of these terms and their significance in the bigger picture of environment conservation?

It is really important. As an industry professional you need to look at the ethos of the brand but also the performance of the product is essential. Just because something is vegan doesn’t mean that it’s ‘natural’ and ‘better’ for you. There can be a lot of questionable chemicals used in vegan products and your body can absorb upto 70 per cent of what is put onto it (depending on the molecular structure and size of the ingredients).

I chose to use several ingredients from UK bees in Pro Body Glow as I know how beneficial propolis, beeswax and Melixir can be as my business partner is a keen flow hive beekeeper! We all know how important bees are to mankind and so it was a great opportunity to help support the conservation of bees as well as create a product that can really make a difference to our microbiome.

I always look for certification, too, like COSMOS who are an international non-profit organisation who set out strict and clear guidelines for brands to adhere to. A lot of the products that I use, especially skincare, are certified organic so I know that no GMO ingredients or questionable pesticides have been used.

PBHJ