Sherrille Riley is a pioneering figure in the beauty industry, and her notable business ventures include a luxury boutique salon, Nails & Brows Mayfair, and Beauty Edit Mayfair, a newly launched beauty concept store in the heart of London. We talked to Sherrille about Beauty Edit Mayfair’s commitment to sustainability and transparency and advice for future beauty entrepreneurs:

Please detail the journey that led you to launch Beauty Edit Mayfair: 

At the age of 24, I was diagnosed with severe endometriosis, which led me to extensive research about its causes. Through this research, I discovered the impact of our food choices, beauty products, and sanitary products on our overall health and well-being. This encouraged me to scrutinise my food choices, investigate the ingredients in my beauty products, and opt for healthier and more sustainable options. I strongly believe that many women are unaware of the long-term health implications of the chemicals found in their everyday products.

What criteria do you use to determine if a brand aligns with Beauty Edit Mayfair’s ethos?

When exploring new brands to stock within Beauty Edit Mayfair, we have a meticulous checklist we cross-reference, to ensure we are stocking products which align with the ethos of our store. This list covers a range of elements, focusing primarily on the ingredients within the products, for example, are they clean and formulated without irritants and nasties such as parabens and phthalates, etc?

We also look at the social conscience of brands, researching their ethical practices, social initiatives, sustainable commitments and charitable enterprises, to ensure every brand stocked in store is to the highest standard, and reflective of our goal to stock results-driven products that prioritise well-being and the planet we call home.

As the founder of Nails & Brows Mayfair, Beauty Edit and Beauty Edit Mayfair, what are your top tips for being a multi-business owner?

Be clear on what your missions and goals are, and always innovate, staying true to your core values. As a multi-business owner, I am heavily reliant on the support of my incredible team. Build a great team that share your mission, worth ethic and values, as it is not possible to go it alone.

What is your favourite part of being an entrepreneur?

Creativity! The best part of my work is that it allows me to be creative. For women who aspire to set up their own beauty brands, what advice would you give? Follow your passion. While it can be incredibly hard work, pursuing your passion will ultimately lead to rewarding results. Ensure you have a clear sense of purpose, a well-defined vision of what you want to achieve, and a strategic plan outlining your setup costs,
PR/marketing strategies, salaries, and other miscellaneous expenses for at least 1 to 2 years. This comprehensive planning will help you sustain both your business and yourself, whilst you work towards building your dream.

Beauty Edit Mayfair is committed to sustainability, transparency and conscious beauty
practices – can you tell us a little more about this?

I would like to inspire beauty shoppers to pay close attention to the ingredients within their products, ensuring that the ingredients are good for their well-being, without compromising on results. I also believe that we should pay closer attention to our planet, ensuring that we make choices that benefit us and the planet we all call home.

I believe in being transparent about the results and ingredients expected from the products used. In order to adhere to our commitment to sustainability, transparency and conscious beauty practices, we use a
meticulous checklist, highlighted above, and we also engage in rigorous brand research and product testing from myself and my team. I started Beauty Edit Mayfair with this commitment at our heart, so, to uphold these standards, I have to do a lot of analysis, in terms of both researching and testing the products to ensure our customers are guaranteed an extensive range of clean, high-quality cosmetics, skincare, haircare and fragrance products.

What’s the feedback been like for the Beauty Edit Mayfair so far?

I am very proud that the store is well received. Clean beauty is an emerging trend, and many customers are still curious. I am happy to be at the forefront of making cleaner products more accessible to all.