Profile

Biography

With six years in the beauty biz, Eminé Ali Rushton is a freelance beauty editor who has contributed features to titles that span the publishing spectrum – everything from Weekend Magazine, Metro and The London Lite for whom she writes a regular health and beauty column – to a whole host of women’s weeklies and glossies, most notably, British ELLE.

Her niche, however, is for cutting-edge beauty copy that comes with an unapologetic dose of attitude and honesty. A contributing editor to the award-winning Toni&Guy – where she picked up a Wella Nomination for Best Trend Piece – she’s been channelling her off-the-wall beauty visions into indie titles and e-zines for as long as she can remember – and has written for i-D and Juli B. She’s also been contributing to Nylon for over two years – cherry-picking top London launches to grace the beauty news pages of the New York-based title. As beauty editor of the hot London social site, Urban Junkies, she also has her finger on the pulse of the city’s burgeoning beauty community – and knows where to find the best spas, shops and secret skincare experts.

Her passion for the ‘cool’ over the ‘commercial’ has long been channelled into her pet project – her first beauty book – and whenever she’s on a rare break from assignments, Eminé can be found scribbling notes for this work of passion… something, she has in fact been researching for as long as she can remember.

Eminé blends her experience as a beauty editor with her other guise as a beauty ‘blogger’ – her site has racked up over 100,000 readers – where she dishes the dirt on poorly performing products on a regular basis. Her favourite beauty brands mesh style with efficacy and innovation with practicality and she has always gravitated to the more unusual and alternative beauty brands – and icons. Her beauty philosophy is simple: “Don’t buy into celebrity-endorsed crazes, don’t be fooled by false promises and don’t take yourself, or your beauty style, too seriously – it’s supposed to be fun after all!”

Updated 02/03/2009