If years spent writing about the beauty industry has taught me anything, it's that people are quick to jump to lazy regional stereotypes. My inbox has been inundated with press releases hailing the popularity of the “Scouse brow” or the “TOWIE tan.” Obvious clichés and generalisations based on the beauty style of a high profile minority, but are they rooted in fact? We spoke to analysts and experts to find out what your home town says about your beauty habits.
Yes, London is the most vain.
London & the South East
Londoners are vain, fact. In the capital, we spend the most on our beauty regimes (although everything costs more, so that’s hardly surprising), visit salons more regularly and spend the most time in front of the mirror, according to the 2016 Vanity Index, written by salon supplier Salon Services.
But London’s beauty style is all about the 'I’ve not really bothered' mystique. “I’ve noticed women in London are moving towards a singular point of attention: a statement lip, killer eyeliner, messy (but artfully styled) eyebrows,” says Yorkshire-born, London-based blogger Alex Gillies, a.k.a. Talonted Lex. She says the rise in maintenance beauty – gel nail polish, lash extensions, brow tinting – means that “the quick swipe of bright red lipstick looks like a nonchalant, last minute decision.”
That said, Londoners also take better care of their skin. Market analyst NPD says that when it comes to skincare, masks are more popular in the capital than anywhere else in the country. “From experience, women are better educated in the importance of skincare regimes and are more interested in what products can take them from day to night, rather than fake lashes and tonnes of hairspray,” says Hayley Carr, the London Beauty Queen.
But outside the capital, things slow down. Forget your stereotypes: Essex is not the nation’s biggest consumer of self tan – that crown is taken by lands further north. In fact, beyond the M25, the South East is pretty low down the Vanity Index.
Illustrated by Annu Kilpeläinen.
Wales & the South West
Maybe it’s that laid back surfer culture (what, you don’t all surf in Cornwall?), but the South West and Wales keep it real when it comes to beauty. The Salon Services’ Vanity Index has Wales and the South West right down the bottom, as people over there spend less time grooming at home or in the salon than elsewhere in the country.
Lucy Duckett, a Bristol-based makeup artist and blogger at Oh, Hello Face, describes the South West’s style as down-to-earth and natural. “I’d say women in the South West tend to focus more on the skincare they use, and invest any serious money there, instead of make-up.”
Makeup looks are kept simple, with a natural hue to the skin and bit of eye liner and a bright lip for a special occasion. “Something that stands out and is particularly popular in Bristol is the emphasis on green beauty,” she says. “Women and men are becoming increasingly clued up on what we put on our bodies and where it comes from. The range of green beauty now on offer here is amazing.”
Illustrated by Annu Kilpeläinen.
Midlands
The Midlands is one of the biggest spenders on beauty. NPD says that London, Midlands and the North East combined make up more than two thirds of all sales in the UK. Ethnically diverse Birmingham buys a wider range of base and foundation shades, according to the retailers and analysts. “Complexion is a real focus here, and everyone is in search of the perfect foundation,” says Rose Gallagher, who runs Mixed Gems beauty site and is a qualified makeup artist.
“I’d say of all the different aspects of beauty, make-up is the primary focus for ladies in Birmingham,” she says. “There are lots of universities in Birmingham, so it is quite a young city. As a result, you see lots of younger girls replicating the make-up looks they see on Instagram. Women in Birmingham love make-up and really take pleasure in doing their own.”
Illustrated by Annu Kilpeläinen.
North East & Yorkshire
Self tan is a big player in these parts. According to NPD’s findings, the homeland of Geordie Shore and the surrounding region is one of the biggest consumers of self tan, where it is one of the most popular types of skincare.
However, makeup artist and blogger Carly Musleh, who runs Beauty Sauce, says it’s less about tan now, and more about a contoured, balanced complexion highlighting key features. “The appeal is flawless looking skin and played-up features, whether it’s creating stand-out eyes or lips looking fuller. Gloss definitely seems to have made a comeback."
The North East also came in second place after London on Salon Services’ Vanity Index, spending more time in the salons than those elsewhere in the country. Hair removal treatments, for example, have guys and girls in the North East coming back to the salon every month. And women here are most scrupulous about their manis, getting their nails done on average every three and a half weeks.
Illustrated by Annu Kilpeläinen.
North West
North West England is one of the most experimental regions for beauty, with fashion forward cities Manchester and Liverpool leading the trends. Co-founder of online retailer BeautyMART Anna-Marie Solowij thinks women in Liverpool wear the most makeup. “More tanning happens in Liverpool,” she adds, “but women don’t buy it so much as have it done in salons.”
“Liverpool is a very adventurous city when it comes to beauty,” says Mixed Gems’ Rose Gallagher. “What I love about Liverpool ladies is that they try new trends all the time. Whatever their personal style may be – grungy, groomed, bohemian – they tend to immerse themselves in a beauty regime.”
In Manchester, women here spend the most on in-salon beauty treatments, according to Salon Services’ Beautiful Britain report. The two are among the most brow-conscious UK cities, with premium brow brand High Definition (formerly HD Brows) naming both in its top 5 by spend on the website. “The one thing everyone [in Manchester] seems to focus on is brows,” says Ellie Dickinson, a beauty blogger in Manchester who posts her musings at lifeofelliegrace.com. “It’s definitely the biggest trend. Even girls as young as 12 or 13 wear brow mascara.
“I think because of the rise of Instagram and drugstore makeup, it’s much easier to create dramatic looks, and Manchester girls love experimenting with it.”
Illustrated by Annu Kilpeläinen.
Scotland
Scotland is all about surface beauty, says Suzanne Grant, a beauty therapist based in Aberdeen. That means lots of grooming treatments like brows and tans, and more invasive treatments like Botox and fillers, she says. “I’m seeing a massive trend in girls getting their full face of makeup done for the weekend,” adds Leanne Templeton, salon manager at Yuu Beauty in Glasgow.
Beauty blogger and founder of A Life With Frills, Laura Pearson-Smith says that when it comes to in-salon appointments, Scotland pays to be groomed rather than pampered. “Gel nails in lots of interesting designs are huge here, and there is an especially large selection of cult nail salons in Glasgow,” she says.
And while spray tanning is popular, Scotland is also the UK’s sunbed capital, Scots making on average 16 sunbed visits a year, compared to the UK average of 10, according to market analysts Kantar World Panel on behalf of industry experts Professional Beauty.
Illustrated by Annu Kilpeläinen.
Northern Ireland
Ulster-women take their eye colour seriously. The figures from NPD say that Northern Ireland is the only UK region where eyeshadow outperforms lipstick, mascara and compact sets.
It’s also one of the UK’s top three consumers of self-tan. “I blame the rain and the pale skin,” says Belfast-based Nicola T, founder and editor of Strawberry Blonde beauty blog. “Bronzer and self-tan grace a lot of our bathroom shelves. There’s a reason some of the best self-tanners like Vita Liberata are made here!”
According to WhatClinic, Belfast is the UK city most interested in treatments for spider veins and varicose veins, so there’s an appetite for advanced technologies that solve a beauty problem.
Illustrated by Annu Kilpeläinen.Like what you see? How about some more R29 goodness, right here?
The Metallic Lip Gloss Trend That Looks Good On Everyone
I Tried £240 Worth Of Highlighters — & This One Gave Me The Best Glow
Lipsticks You Can Still Wear When Your Lips Are Beyond Chapped