Having been in the limelight for so long, the girls know a thing or two about putting together a makeup look, so when they announced their new range, LMX, we weren’t even a tiny bit surprised. The collection consists of meticulously curated shades and formulas, packaged to perfection by the girls themselves. Oh, and they’re cruelty-free and vegan-friendly beauty – spot on.
We sat down with the girls to quiz them on their beauty faves, body hang-ups and life advice for their fans, and they did not disappoint…
How did the idea for the cosmetics brand come about?
Jade: “We’ve literally always wanted to do our own makeup range, we just had to wait for the right time. We really wanted to make sure if we did it, we were going to do it properly and do it well. We’re all very much comfortable in our own skin and know exactly what we like to wear makeup-wise, what we wanted to create, so yeah, it’s definitely the perfect time to do it now”
Which products took the longest to perfect?
Perrie: “One of the hardest to get right was probably the Shout Out palette, the lip palette, Shout Out To My Pout. That was hard because the slightest little tone difference changes the look completely.”
Leigh-Anne: “And also how it feels on your lips as well, at one point mine was too sticky and I was like “oh no, we can’t be doing that!”. It’s so much you actually have to delve into, there are so many different things that come with it. But we’ve had so much fun doing it though, I can’t believe this is our brand, it’s so cool!”
What would our audience be surprised to know you were involved in, when it comes to LMX?
Jade: “We came up with all the names, for all the shades. So with the eyeshadow palette, every single shade references one of our songs or song lyrics. From the get-go, we’ve been involved in the whole process, what shades they are, what products…
Perrie: “The textures, the feels…”
Jade: “…The packaging design. We’ve been involved with everything and that was really important for us. If it’s our name to this brand, it has to be done well and properly.”
As well as the new range, the girls divulged the products they couldn’t live without (including some great hangover tips!) and their advice for young women using social media.
Check out the full interview below.