ScouSe brow or lon­don lip?

A new re­port sug­gests that where we live can have a big im­pact on how we look – with beauty trends track­able by post­code. So where do you sit on the Great Bri­tish make-up map?

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We know the re­gional clichés: Lon­don’s laid-back ‘un­done’ look ver­sus the more bronzed, man­i­cured fin­ish favoured in the north, for ex­am­ple. But does our area re­ally de­fine our beauty pref­er­ences?

Ac­cord­ing to find­ings from Es­cen­tual, the an­swer is yes. ‘Prod­ucts take hold in cer­tain areas,’ says the on­line re­tailer’s Emma Les­lie. ‘For ex­am­ple, Liver­pool has favoured eye­brow prod­ucts for some time, al­though Manch­ester is catch­ing up.’ Es­cen­tual found that Leeds is an eye­shadow hotspot, while Ed­in­burgh in­vests more in foun­da­tions, BB creams and blush­ers. In Lon­don, lip­stick and skin­care hold sway.

But blog­ging is chang­ing the land­scape. ‘Re­gional looks have started to balance out,’ says Beau­tyMART’s Anna-Marie Solowij. ‘So­cial-me­dia in­flu­encers cause trends such as con­tour­ing and strob­ing to spread. Just look at the “Scouse brow” [ groomed and heav­ily de­fined brows]. It started in Liver­pool and went global.’

Rose Gal­lagher, per­sonal beauty shop­per at Sel­fridges, agrees: ‘In­sta­gram and Pin­ter­est have blurred the lines be­tween cities. But some areas are more in­flu­enced than oth­ers. You see less of a made-up look in Lon­don, where beauty is fash­ion-led, com­pared to the north-west, where women are in­spired by clas­sic glam­our.’

Whether you’re a lo­cal hero or a bor­der­bust­ing rebel, here are the key looks…

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