Liz McCarthy - a beautiful world
Liz’s first job was as a beauty consultant on the No.7 counter in Boots, that’s where she caught the beauty bug. After graduating from University Liz spent 15 years working in International beauty marketing. In 2008 she set up her own advertising agency with billings of over £16million and world famous campaigns such as the global launch of Simple skincare. Her achievements were recognized in 2011 as she was listed in Management Today’s 35 under 35, which celebrates high-achieving women in business. Liz joined the likes of Martha Lane Fox, Elisabeth Murdoch and Stella McCartney – all past winners.
In 2012 Liz closed her agency and used the money to fund setting up her dream – abeautifulworld. Liz’s mission was to push the bar of online beauty – to set up a high-end online boutique to sell the world’s very best in organic and natural beauty. Liz believes that natural beauty doesn't mean compromise and that cutting out the chemicals shouldn’t mean that you can’t have the looks, results and luxe of high-end beauty.
abeautifulworld.co.uk is a socially activated e-commerce site that brings the world’s best kept secrets in beauty to the UK. Liz and her team spent a year scouring the globe from New York to Japan visiting top salons and even a sheep farm hidden deep in New Zealand, in a bid to find the missing piece of the beauty jigsaw – high performance, high-end products that represent the very latest developments in organic and natural beauty technologies. The product selection criteria was strict; products had to deliver a clear consumer end benefit, look and feel high-end, represent pioneering thinking, and contain natural or organic ingredients, all with an ethical provenance.
abeautifulworld.co.uk launched on 1st May 2013 with a hand picked selection of brands including Dahliana, S.W. Basics, Yarok and Opale. The website has been featured in The Sunday Times Style, Grazia, Marie Claire, British Beauty Blogger and much more