Elle Maxe is co-founder of Ett Hem London, a faux flower brand specialising in “forever” blooms that feature everywhere from London Fashion Week to luxury weddings. She shares her beauty ethos and essentials …
Key beauty staples/old favourites I’m never without …
“I’m entirely co-dependent on the fjör Hydrolytic Serum [€130]. It’s a minimalist, Swedish-engineered formula that deeply hydrates and settles sensitive or reactive skin. I layer Ilia’s Super Serum Skin Tint SPF30 [€50] on top for the easiest, most luminous, dewy skin finish. I also keep a tube of Summer Fridays Lip Butter Balm in Vanilla Beige [€26] stashed in virtually every handbag I own for a quick tinted glossy hit.”
Best beauty investments …
“Augustinus Bader The Rich Cream [from €180]. It is an investment, but whenever my skin barrier requires a major overhaul, this is what I turn to. It is incredibly nourishing for fair, dry skin like mine.”
Most recent purchase …
“The SkinCeuticals Hydrating B5 Masque [€100]. I love to double up by pairing it with my daily serum. I use it three times a week to reset my skin’s hydration levels, and it becomes a daily necessity whenever I’m travelling.”
The complexion products I swear by …
“For targeted brightening, I swear by the Hourglass Vanish Airbrush Concealer [€42]. I pair it with a touch of Giorgio Armani Luminous Silk Foundation [€55] and the Westman Atelier Face Trace Contour Stick [€52]. Honestly, Hourglass brushes [from €39] are unmatched; they blend product so seamlessly that nothing ever looks heavy or cakey, even in harsh daylight.”
My favourite Irish beauty product …
“Pestle & Mortar Pure Hyaluronic Serum [€38.20]. It completely embodies the clean, minimal-chic aesthetic I love. It uses multi-molecular hyaluronic acid to target ageing, instantly plumping fine lines with lightweight moisture. Fragrance-free and pregnancy-safe, it delivers a deeply hydrated glow with zero active-ingredient anxiety.”
Favourite places to shop for beauty …
“I’m really inspired by spaces that prioritise a flawless edit. Oh My Cream! in Paris and London always delivers because their clean luxury curation is impeccable, and a recent Susanne Kaufmann facial in-store was pure bliss. I also love the Swedish retail aesthetic. Since my husband is Swedish, I spend a lot of time in Stockholm. Youtime is a massive favourite of mine; the environment is effortlessly contemporary and the product mix is so beautifully considered.”
All-time favourite beauty item…
“My ultimate holy grail is Ilia’s Super Serum Skin Tint SPF30. It has completely transformed my skin and acts as my definitive beauty safety blanket.”
I’m coveting …
“A treatment at Minimal by London-based facialist Hada Akrim. Beyond that, I’m always coveting the Victoria Beckham Beauty Satin Kajal Liners [€39], specifically the shade Cinnamon for an effortlessly bronzed summer vibe.”
Favourite treatment/therapist/facialist …
“A zero-active SkinCeuticals facial at Cowshed Spa [Primrose Hill and Shoreditch House, London]. Nothing beats it for a total skin reset without the risk of chemical triggers.”
The loveliest perfume bottle on my dressing table …
“The Nue Co. Functional Fragrance [from €38]. The packaging feels incredibly intentional and modern, and the scent itself is divine.”
My home fragrance …
“My husband and I naturally gravitate toward a Nordic aesthetic for both our interiors and home fragrance. I love Byredo’s Summer Rain [€81].”
My beauty ethos …
“Quality over quantity. I completely stripped back my routine while undergoing fertility treatments, dropping all active products in the process, and honestly, my skin has never been better for it. Having fair, dry skin means intense, intentional hydration is always the priority. For me, it’s always skin first, make-up second. When your barrier is healthy and calm, you don’t need to hide your skin, you just get to enhance it.”
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