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Maxine Leonard & Valerie Wickes

Founders, Publishers, Beauty Papers

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Maxine Leonard and Valerie Wickes are the founders and publishers of biannual magazine Beauty Papers.

Maxine is a make-up artist known for her fantastical aesthetic, while Wickes has run her advertising and brand consultancy, View Creative, since 2003. Having built careers working with the world’s leading publications and brands in fashion and beauty, Leonard and Wickes launched Beauty Papers in 2015.

The magazine looks at beauty from an intellectual, liberal perspective. It was born out of Leonard’s perceived need for more diversity, creativity and honesty within the beauty industry. “Beauty Papers says liberate creative beauty, give beauty a braver, flawed and more honest face. There is nothing more inspiring than beauty when the chains are taken off,” says Beauty Papers website.

Discussing their mutual frustration with the state of the industry on a train from Paris to London, the idea for Beauty Papers was born. With Wickes as creative director and Leonard as editor-in-chief, the magazine brought a fresh perspective on the beauty industry.

“Beauty may not be the most important of our values, but it affects us all; today more than ever,” says Leonard. “Because we live in a media age where our visual landscape changes in seconds, and our first reaction to people is sometimes our last. Given this reality, the so-called ‘triviality’ of beauty suddenly seems not so trivial after all.”

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