The Glowdown with Amy Lawrenson
Meet Amy, a beauty and wellness journalist residing in Amsterdam with a love for drinking wine with her friends, reading, doing improv and hanging out with her cats. Ex Editorial Director at ByrdieBeauty.co.uk turned freelance journalist, content creator and brand consultant, Amy has written for ELLE, Sunday Times Style, RED, PopSugar and Women’s Health, as well as working backstage at international shows to create trend reports for ELLE Magazine. Amy has featured as a guest on podcasts including The Estèe Lalonde Show and The Emma Guns Show, commissioned voiceover work for global beauty brands and been a part of industry panel talks. Along-side being a freelance journalist, she works at writing #amyapproved features on her blog and creating content for her 13.5k Instagram followers where she champions bold and beautiful makeup looks.
Amy is a woman of many talents and I’m honoured to get the lowdown with her today on what is was like interviewing Jennifer Aniston, moving from London to Amsterdam, her dinner party guests, how she started a career in digital journalism, what she thinks is the future for beauty and her current routine.
AO: “Amy, I am over the moon to have you as a guest on The Glowdown. I have admired your work for years, you are an amazing writer & creator of makeup looks. What does a typical day look like for your right now?”
AL: Thanks so much! It's not as structured as I would like. I tend to wake up at 8:30am, make a coffee, and check my emails. I'll then do some exercise and have a shower or bath. Then I sit down to work at about 11am - I usually have features to research or write. I have lunch at about 2pm, then from about 3pm - 8pm I write or create content for Instagram. In the evenings I'll catch up with friends, read or watch Netflix.
AO: “What was your first memory of beauty?”
AL: Going to the Estèe Lauder counter with my mum, it was a pretty regular after school occurrence. We didn't have tons of money growing up but we were comfortable and mum enjoyed treating herself to lipsticks!
AO: “I feel like going to an Estèe Lauder counter is a first beauty memory for so many girls. One of my first ever pieces of makeup was a EL lipstick. I’d love to know what your daily makeup routine looks like?”
AL: My daily makeup is super simple - It Cosmetics CC+ Illumination and then Nars Soft Matte Concealer. I like cream bronzers and blush. The Les Beiges Healthy Glow Chanel bronzer is my go-to and then cream blush I mix it up - Freck Cheek Slime, Maybelline Cheek Heat (which are both more of a liquid), and Westman Atelier Baby Cheeks and are in rotation right now. I brush my brows with Benefit Gimme Brow or Glossier Boy Brow and mascara I reach for Nars Climax, Westman Atelier, It Cosmetics Superhero or Flower Beauty Lash Warrior. If I want a little bit of an eye look for day-to-night I love Bobbi Brown Longwear Cream Shadow Stick in Taupe.
AO: “The Chanel Bronzing Cream is my favourite too, I need to try the new formula! Speaking of beauty routines, what are you rotating at the moment in your morning skincare?”
AL: Being a beauty journalist is a blessing and a curse, I have no set routine because I'm always trying something new. Although I do try to stick to the rule that you should only change one product at a time. At the minute, I'm using Beauty Bay Super Jelly Cleansing Gel. I exfoliate with Alex Steinherr for Primark Pollution Solution Pads which are super gentle. Then I apply a Vitamin C serum to protect and brighten my skin, currently, I'm using Summer Fridays CC Me Serum layered with an HA serum like Boots No 7 Hydra Luminous Water Concentrate for hydration. If my skin needs extra nourishment I apply a moisturiser, the Murad Hydro-Dynamic Ultimate Moisture is a really lovely consistency, doesn't feel too heavy and sits well under makeup. I finish with SPF with iron oxide as that protects the skin from HEV light, the blue light emitted from laptops and phones, and can prevent HEV-induced pigmentation, as well as protecting from the sun.
AO: “Where do you stand with ‘clean beauty’? I myself, feel there is a bit of a blurred line. Do you think the term is misused or thrown around?”
AL: Personally, I'm not a fan of the 'clean beauty' movement because it means different things to everyone, there is no consistency! Does it mean sustainability, does it mean natural and organic? No one really knows its true definition. A lot of brands have jumped on the bandwagon but not thought it through. Think about it, not every natural ingredient is good for the skin - poison ivy is natural, for example. Just as not all synthetic ingredients are bad. Also, while plastic has a bad reputation there is no point launching a product in a heavy glass bottle or jar if you don't offer refill pouches - most consumers will just throw away that glass bottle or jar, after one use unless it's beautiful enough like a Diptyque candle to use as a pot for brushes.
AO: “Favourite brand that best makes use of being ‘clean’?”
AL: I really like what REN does in terms of 'clean' they try to be thoughtful about the ingredients they use both for the consumer and the planet. They also do their best to produce packaging that is fit for purpose and better for the planet, plus they are always striving to innovate in this area, they know they can do better with further research and they are open and honest about that.
AO: “I really love REN and think they are pioneers in clean beauty in terms of their approach to using ocean plastic and ensuring their products are recyclable. Let’s talk about your career, I’d love to know about where it all began for you? Had you always wanted to be a beauty journalist or did journalism find you?”
AL: I wanted to be an actress or a fashion editor, I studied journalism because drama just felt too cutthroat for me! My first work experience was when I was 15, I went to J17 Magazine. That was back in 2000 when there weren't rules around age or pay. I then, over the years during holidays from college and uni, did work experience at More Magazine in beauty, The Mirror on the money desk, Four Four Two (a football magazine) on the art desk, just to work out what I liked and didn't like. By the time I got to university to do journalism (I went to Solent University) I had a fair bit of experience. On leaving uni, I carried on interning until I applied for a year internship in the fashion cupboard at ELLE, Donna Wallace (who is now at Vogue) said I was too experienced and got the web editor down to meet me. They were launching a website and I became the editorial assistant there. I quickly learned that the team were all fashion experts and that there was no one to really focus on beauty, I saw that gap and ran with it. I enjoy beauty because there is a great mix of creativity with trends and the science of skincare formulas.
AO: “Having worked in the industry for 14 years, one could say you have surfed the wave from print to digital media - what has it been like adjusting to this new digital era and do you miss the days when print was the big craze?”
AL: I started in digital so I never really experienced the perks of print when it was in its heyday. We were always seen as the underdog on digital and that slowly morphed and switched so it became far more beneficial to have digital skills like knowledge of SEO and Photoshop, than purely just writing.
AO: “What did a typical day look like when you were working at Byrdie UK?
AL: I was the Editorial Director, so essentially the editor of the whole site looking after the content but also the budgets for Byrdie. In this role I would plan the content based on the demands of the business - ranking in search, driving affiliates sales, and creating social moments. Despite being the editor, I would write a lot of content and then edit the articles and social posts the team produced. I had a lot of meetings with the U.S. team but also had to juggle that with going to events and meeting with PRS - it was pretty full-on!
AO: “Being a beauty editor, you must try a lot of products. What is the most recent launch you have loved that we should all add into our routines?”
AL: I'm really enjoying using the Skin Proud serums, they are all under £15 and available on ASOS. The Charlotte Tilbury Magic Serum is also lovely. Then in terms of makeup, BareMinerals has launched a great line of lipsticks - they are packed with pigment and a nice comfortable creamy formula that's neither super matte or super glossy.
AO: “You recently moved from London to Amsterdam - what was the transition like and what is the one thing that the move has taught you?”
AL: I went freelance at the same time as moving, so I have had to learn to be even more proactive and strict with my time (but procrastination still gets the better of me sometimes!). I also had to put myself out there to meet new people, I figured now was as good a time as any to try the hobbies I'd wanted to do in London but never got around to it. I joined a theatre group, took acting, singing and improv classes and am planning to join a pottery and painting group, as well as do Dutch lessons when life gets back to normal. It's a fun way to meet like-minded people.
AO: “Back to your career… You’ve been a guest on some pretty amazing podcasts. Do you listen back to episodes you feature on? Whilst we are on the topic, please could you tell us your favourite podcast series to listen to?”
AL: I always listen to the episodes. I hate the sound of my voice but I think it's good to know what you've said and what's out there! I love The Emma Guns Show, she has some brilliant, varied guests and she's a wonderful host. Estèe Lalonde's podcast is fun too. I enjoy listening to Writing Excuses, it's for people who want to write books (something I have toyed with) and the podcasts are just 15 minutes long.
AO: “Who is the most influential person you have worked for/with and why? What did you learn from them?”
AL: I would say my first editor, Melissa Dick, taught me the most in terms of digital. She was a great writer, digital editor, and had such a strong work ethic. I really admired her and still do.
AO: “Having written for so many incredible publications over the years, you must have had some amazing experiences. What would you say has been your career highlight to date?”
AL: Interviewing Jennifer Aniston on the phone, I love her and that was such a surreal phone call. She was as warm and wonderful as you'd imagine she would be.
AO: “I think that is the best career highlight I’ve heard, jealous would be an understatement!! Do you miss working for one publication or would you say that freelancing is the future?”
AL: I miss being part of a team and working with colleagues and bosses that inspire me and push me to be the best I can be. I loved the camaraderie of working with a bunch of people to produce a magazine or website. Having said that, I enjoy the flexibility and varied nature of freelancing, and being my own boss is cool.
AO: “Any tips for someone wanting to move away from their 9-5 to start a freelance life?”
AL: For me, freelancing was an easy transition because I have so many contacts in the industry. Working in media is really about cultivating relationships, it's part talent and part who you know, so be sure to get plenty of contacts before going freelance.
AO: “As we are all working from home right now, how do you stay motivated to WFH? Do you have any rituals you can share to keep us all motivated and moving forwards?”
AL: I use Asana, which is something we used at Byrdie. It's essentially a scheduling tool so I can plan out what I'm going to do each day of the week. Once a job is done you tick it off. It's good to look at the week on a Sunday night and plan what you'll do each day - it gives you structure.
AO: “Before we have a final quick fire round, as ‘Instagram brands’ are on the rise, what do you think this next digital decade will mean for the beauty industry?”
AL: I think we'll see high street stores push the boundaries when it comes to experiential. I foresee brands moving towards the pop-up model like Glossier - having a strong interactive community online and then popping up in different cities with 'shops' that are more than just a place for transactions. Having said that, we'll have to see how long the hangover from this pandemic lasts and how it affects people's willingness to be in busy stores in close proximity to others.
AO: “Ok, now for some quick-fire questions”
AO: “One thing you will always do?”
AL: Wear SPF.
AO: “One thing you will never do?”
AL: Baking (on my face, although I rarely bake in the kitchen either!).
AO: “Which 3 female business owners would you invite for a dinner party?”
AL: Miranda Kerr, Wu Yajun, Oprah Winfrey.
AO: “Most impressive skincare product you’ve ever used?”
AL: Augustinus Bader The Cream.
AO: “One piece of advice you would give to your younger self?”
AL: Think less, do more.
I highly recommend following Amy’s Instagram page for makeup looks, beauty advice and everything that comes in-between. prepared to be inspired and enabled.
Words by Jasmine Harding
Images by Amy Lawrenson