All For Eve Storm CEW!

I’ve written previously about All For Eve; a new brand whose profits go entirely to the The Eve Appeal, a charity that works to discover cures for gynaecological cancers. At the ‘beauty oscars’ – the CEW Awards today, they took the No.1 slot for Best New Make Up (a red lipstick designed by Daniel Sandler), Best Hand & Nail Product (for their handcream), Best New Bath & Body Product (body butter) and the ultimate win, Best New Brand. Behind the altruistic brand is George Hammer, entrepreneur, who has a long standing reputation in the beauty industry and whose sister-in-law died recently from ovarian cancer.

It just goes to show that the beauty industry as a whole is able to use it’s considerable influence to get behind good causes, and maybe this signals an attitude shift. It’s too sad for words that mostly the beauty back stories are anything but pretty, and recent redundancies in big companies (who are still literally raking it in..but just not enough to keep the shareholders happy) show just how cut-throat and money grasping it all is. The fact that All For Eve is doing something very different with their profits and literally swept the board at the awards says to me that the beauty industry would rather reward a very decent cause other than another corporate suit’s pocket.

At the end of the day, the All For Eve products are gorgeous, but ingredient-wise would struggle to grab literally the ‘best’ title on anything. The very fact, however, that they hands down did at CEW, the show-place for industry approval, says so much more about the concept, the back story and the human face of the brand. If I had to choose between a handcream whose profits benefit women or a handcream whose profits benefit the share holders, I’d say it’s a no-brainer.

Look out too for a nail polish by Sophy Robson and a Swarovski Nail File for All For Eve.