Maddie Edwards is a makeup and beauty expert who has gained notoriety for her YouTube channel, which showcases her down-to-earth nature and easy to follow beauty tips. Since her beginnings, Maddie has become notorious in the influencer space for being completely open with her following when it comes to her skin care regime and what she likes and doesn’t like, and always has time to respond to any questions that come her way. Being so blatantly real to her audience has helped see her following grow steadily over the past couple of years. Having come from a background in beauty therapy, Maddie gives knowledgeable advice that can range from anything from the best mascaras to wear to what skin care product is most helpful for different skin types. Her unbiased opinion and genuine love for what she does is what has helped her gain the loyalty and trust from her followers. Maddie is one of our favourite talents that we work with for collaborations, so it was great to be able to catch with her to talk about all things beauty and skincare!
What would be your four can’t live without skincare products?
I don’t even want to think about life without my FOREO Luna 3. Not sure how I even cleansed my skin without that bad boy. The Ordinary’s Hyaluronic Acid is also a staple product in order for me to be a hydrated queen. ZitSticka Killa Patches actually SAVE ME when I feel a blind pimple coming up (which happens on the reg). Lastly, my Koena, non-negotiable. It really helps me tackle inflammation and eczema and I would be seriously crusty without it.
Could you describe your daily skincare routine?
She’s flexible. Usually pretty intensive. I will always do the whole step by step routine, but I change the products I use around a fair bit because I’m a skincare hoe and I want to try it all.
What made you get into the beauty industry?
I originally wanted to be a nurse because I loved taking care of people and making them feel good, but I thought I was too squeamish, so I turned to beauty therapy instead. Looking back, the amount of photos of common contraindications to beauty treatments I had to look at (we’re talking Conjunctivitis, Athlete’s Foot, ingrown toenails etc.) makes me think I could’ve done nursing afterall. Anyhoo, during my studies, I fell in love with makeup and skin science and wanted to share that passion with like-minded people! Which led to the birth of my YouTube channel.
Favourite collaboration so far?
I would have to say the one I did with Mecca Maxima last year. They were doing a weekly series where they would bring influencers into a studio and film the influencers’ individual skincare routines and then post them on the Mecca Maxima instagram! It was when my acne was really bad, but I remember Mecca making me feel so comfortable. I felt empowered to have acne, which sounds weird, but I was proud of myself for being in front of big lights and cameras with a naked face. I also made some seriously great friends during filming which is always such a bonus.
What’s in your makeup bag right now?
I devastatingly don’t even have a makeup bag going right now #isolife. But I do have my little handbag for when I go out for my 1 hour of allocated fresh air time. I carry Koena everywhere! ALWAYS. I also have my Laneige Lip Sleeping Mask with me because it’s such a thick, juicy mask that I like to use as a balm, even when I’m not sleeping. Off the rails, I know.
Top 3 beauty rules?
I really want to use “always remove your makeup before bed” as my 3 rules because it’s just that important. So there’s that.
Then there’s “find what works for you”. Majority of reviews on makeup and skincare are just personal anecdotes. There’s so much info out there and a lot of it is conflicting. Even the most educated person’s opinion is not fact. So I think trying things out yourself is really, really important.
Lastly, wear SPF every single day. Find one that works for you. My favourite brand is Ultra Violette. She’s pricey.. but my skin is FUSSY and I never break out from this one, so it’s worth it! Skin cancer does not discriminate, and neither do wrinkles. Protect yourself!
Can’t live without makeup product?
Nars Glow Booster!! Instant glow up. People can never tell I’m wearing makeup when I have it on and I always get compliments on my skin when I’m wearing it. It’s sort of like a super sheer tint mixed with some light reflecting particles (not glitter, and not even shimmer).
Favourite product for your body?
I love the Sol De Janeiro Braziliam Bum Bum Cream because it reminds me of when I go on holiday. It’s too expensive to wear everyday so I save it for when I’m going on a trip and it’s just the BEST. Smells divine, so hydrating and buttery on the skin omg.
If you could only choose one social media platform, what would it be?
I like instagram the most. I think because I have less followers on insta, it feels like a tighter knit community and I know the people that follow me are following me because they genuinely want to see what I’m posting and share common interests with me. I feel like I’m friends with the people that follow me on insta. YouTube is scarier and uglier, in my experience! Your content seems to be pushed out there a little bit more. Also, a lot of people who watch and comment on YouTube videos are anonymous, so they’re more ruthless. In saying that, I feel a lot more free to post what I want on YouTube. It’s less curated and more raw which I love.
What’s in the 5 year plan?
This sounds so boring, but I’m so incredibly happy with where I am in life right now and what I do, that I can only hope to still be doing it in 5 years! I do have goals, but I also love to trust the process and go with the flow. I want to buy a house with my man, continue to create content that I’m proud of & improve my skills, and build friendships with legends I meet through doing what I love!
If you would like to get in touch for any collaborations, please email firstname.lastname@example.org