I visited South London based accessories designer, Madeline, to find out more about how she got started with her brand, Moxham, her design ethos and beauty routine.
‘A combination of Sali Hughes‘ Guardian column telling me what to do and some of my friends’ recommendations from French pharmacies have made me a bit more into skincare. When I’m going to bed or getting up I like to use Bioderma; I’ve noticed a lot of makeup artists seem to use it too. I think I’m a bit like a cat, I hate splashing my face with water, so I love Liz Earle Hot Cloth Cleanser. It’s quite satisfying polishing it all off.
If people told me I’d be into face spray I’d have said that’s ludicrous, it’s water in a can, but I’m really into it. It’s perfect in hot countries too. I don’t think I’ve found my perfect moisturiser; I have really dry skin so I tend to just use Bio Oil. I also really like ThisWorks stuff and I use the Elizabeth Arden Nighttime Miracle Moisturiser on my lips and on my cheekbones after I’ve used foundation.’
‘I’m a total sucker for Aesop packaging. I did a talk for the Guardian a while ago and I always reference their branding as an amazing example. I studied fashion design at Leeds and I did a year in industry for Aquascutum and Felder Felder. After that I was working for a branding agency for a year and I started to think about it a lot more and how effective it can be. I decided to do an MA with the sole purpose of starting a business and creating oversized jewellery.
I approached a few branding agencies and said ‘Hi! Would you be interested in helping me come up with an identity?’. Everybody replied, which was nice, but one agency in Leeds had a designer happy to do it in his own time. They designed my logo and branding; I pretty much started everything from about £500.’
‘For makeup, Revlon nail polishes are my favourite. They don’t have the coolest brand image but I like the brushes; I tend to go for white and a lilac which is a bit Whistles-esque. I also love Revlon’s balm stains and their matte lipsticks. I have the obligatory red lipstick, this one is Tom Ford, which was a Christmas present – but to be honest I don’t really use it. I’ve sort of stuck with the makeup I wore when I was 16 and always go for thick black liner if I’m going out in the evening. I tried a YSL liner and it looked great but smudged everywhere, so I went back to one from Rimmel. It just goes on and doesn’t come off.’
‘Hair-wise, I’ve had a revelation. I used to get whatever was on two-for-one, but there’s a really beautiful salon that opened called Myla and Davis and they used Bumble and Bumble Surf shampoo on me. I don’t want to spend my whole life washing and blow drying my hair, and when they used this I didn’t have to wash it for 3 days.’
‘I really love a lot of aspects of having a business; not doing any one thing all the time. I love all these different elements but I’m not a genius at any of them, so I kind of created a job for myself that brings all those things together.
I’m not a formally trained jeweller and I’m a little bit anti-jewellery, so my designs fit in with that. I think of them as accessories rather than jewellery; I’m always interested in the final look. I’d like to see Moxham become more of a lifestyle brand in future – maybe I’ll branch out into leather goods or shoes one day.’