blogger: sasha wilkins from london, england talks beauty
Having already proved her editorial chops at publications such as the British Condé Nast Traveler, Sasha launched Liberty London Girl—anonymously—in 2006. She had just moved to Manhattan and used the blog as a diary-like outlet. Her frank talk whipped up industry gossip, and when it seemed her identity would be leaked, Sasha outed herself as the author in an interview with British fashion tab Grazia. Since then, the site’s success has made it a bona fide business, solidifying her status as one of the most influential fashion
and beauty bloggers around.
Were you always a beauty buff?
“I’m more about skincare and hair care. My idea of applying makeup is to stab in the direction of my eye with a shadow brush. I’ve always been fascinated [by beauty] and read fashion magazines from an early age because they were always around the house. I was obsessed by the fashion industry, and to me, beauty and fashion are one
and the same.”
Who was your first beauty mentor?
“Kathy Phillips, the beauty and health director at British Vogue. She’s really brilliant. I’m a writer, so for me, it was always about the writing. The person
I admire most at the moment is Joanna McGarry—probably the best beauty director in the U.K. She’s now at neverunderdressed.com.”
How do women approach beauty
“We’re very laissez-faire. I’m sitting here with chipped nails. But in the past five years, things have changed enormously. When I first started my career 10 or 12 years ago, nobody got regular manicures. Now, it’s a pretty normal thing. I also think we really like experimenting. That’s why colour cosmetics do so well here in the U.K.”
What is your own beauty philosophy?
“Letting your beautiful skin shine through is the most important thing, and everything else is icing on the cake.”
British beauty secret:
“We have amazing drugstores. Whenever my American friends come here, their jaws drop.”
Daily fix: La Roche-Posay BB cream. “Fantastic and not too expensive.”
Skin Rx: Clarins Skin Beauty Repair Concentrate.
Must-have extra: St. Tropez Bronzing Mousse. “I don’t get streaky legs. It’s a very convincing colour, and naturally, I’m the colour of skim milk, with a hint of blue.”