Your West Midlands Wedding- Page number 78 - October/November 2021 (Issue 76)

B orn in Uganda and raised in Denmark Emolyne Ramlov discovered a passion for make-up upon entering her teenage years. Until the age of 13 when she moved to Europe she hadn’t been permitted to wear make-up, which in Africa was seen as a distraction from studying and an unwelcome beginning to a flirtation with the opposite sex. So, it was a complete culture shock for her as she sat alongside her new classmates to find them in full beat and looking glam. “I went home and said to my mum: ‘We need to talk!’ She took me shopping and I filled my basket with as much make-up as I could. I needed to catch up and I haven’t stopped since,” she tells us. County Wedding Magazines’ beauty editor, Kelly Andrews, met up with Emolyne to discover more about her journey from passionate teenager to creating her very own make-up brand. What was the inspiration behind Emolyne? As my love for make-up grew I visited plenty of big stores looking for products to suit my skin tone, but couldn’t find the right ones. They had two to three reds perhaps, but none that I liked or were complementary. As I grew older I realised that this was a problem across a lot of different product ranges. There was no single brand offering a matching lipstick, liner and nail polish, so I thought: “Well, I’m just going to do this then!” I use a lot of reds and nudes myself, so it made sense to start there, making sure that no matter the skin tone someone would be able to get at least one of each. I created 15 reds and 15 nude shades and even then I wasn’t sure if I should stop! The range has five colours for light, five for medium and five for dark skin tones. It allows people to pick a different colour for different seasons, as our skin tone changes throughout the year. I also created a kit to save my customers time, meaning once they discover their perfect shade they can easily find the matching products. When it came to naming this huge range of shades I wanted to be able to tell a story while keeping the brand personal, so I immediately thought of Africa. It was a way of honouring my place of birth and bringing the whole story together. Plus, I knew I could never run out of names if I looked there for inspiration! It’s our first anniversary soon and there’s been so much to learn over that time. Covid made things difficult as we actually went into lockdown around two weeks before launch. But we’d worked so hard for two-and-a-half years and I didn’t want to delay. It was a risk, but luckily it went crazy. Black Lives Matter came along and as an inclusive brand headed up by a black woman there was a lot of interest in what we had to offer. Everything happens for a reason. Tell us more about the ideas, ethics and beliefs the company is founded on. I wanted this brand to be for everyone, no matter their gender or race – if you’re into make-up this is the place for you. The selection is big enough that everyone can feel included, which was the key. How do we achieve that perfect marriage between skin tone and make-up shades? The easiest way for us was to put models on our website covering as many different skin tones as Emolyne Ramlov, founder of the eponymous make-up brand, talks inclusivity and bringing a colour boost to your bridal beauty Tim McBaj BE YOU Be beautiful 78