This One Thing... Guide Beauty

The term ground-breaking is one that is used so often in the beauty world that it’s become meaningless. In the case of Guide Beauty, however, the adjective is more than fitting. Founded by celebrity makeup artist Terri Bryant in 2020, it is that rare thing – an adaptive beauty brand. This means the products and tools are created for those with physical disabilities so they can be held and used with ease. Bryant’s inspiration for the brand was personal; at the height of her career, she was diagnosed with Parkinson’s disease and the debilitating condition made it impossible for her to do her job. Not simply because of the ailment but, ultimately, because the tools needed to support her condition were just not available. So she created her own. Last month, Guide Beauty announced the appointment of a chief creative officer – the actor Selma Blair. The complexities of Blair’s own battles with multiple sclerosis can be seen in 2021’s critically acclaimed documentary Introducing, Selma Blair. Clearly, this is one truly authentic beauty collaboration. As I said: ground-breaking.

Funmi Fetto is the Global Editorial Director of Service95 and a Contributing Editor at British Vogue