Money makers: The make-up models really wear

Fed up with the fake world of celebrity endorsements, Alexia Inge decided to set up retailer Cult Beauty, selling the make-up really worn by models.

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Alexia Inge: selling the brands that the experts believe in
(Image credit: Copyright (c) 2014 Shutterstock. No use without permission.)

As a model, Alexia Inge became frustrated by the art of illusion in celebrity make-up endorsements, says Liam Kelly in The Sunday Times. Models would put their name to one product, but wear another. "It was endemic in the industry," says Inge. In 2008, following a stint in a newspaper's fashion department and a period as a public relations adviser to the fashion industry, Inge teamed up with an American friend, Jessica DeLuca, to launch Cult Beauty, an online beauty products retailer. The proposition was simple: sell brands the experts actually believe in.

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Chris Carter
Wealth Editor, MoneyWeek

Chris Carter spent three glorious years reading English literature on the beautiful Welsh coast at Aberystwyth University. Graduating in 2005, he left for the University of York to specialise in Renaissance literature for his MA, before returning to his native Twickenham, in southwest London. He joined a Richmond-based recruitment company, where he worked with several clients, including the Queen’s bank, Coutts, as well as the super luxury, Dorchester-owned Coworth Park country house hotel, near Ascot in Berkshire.

Then, in 2011, Chris joined MoneyWeek. Initially working as part of the website production team, Chris soon rose to the lofty heights of wealth editor, overseeing MoneyWeek’s Spending It lifestyle section. Chris travels the globe in pursuit of his work, soaking up the local culture and sampling the very finest in cuisine, hotels and resorts for the magazine’s discerning readership. He also enjoys writing his fortnightly page on collectables, delving into the fascinating world of auctions and art, classic cars, coins, watches, wine and whisky investing.

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