Sculpted by Aimee

Sculpted by Aimee opened on 11 November 2023 at 20 Foubert's Place in Soho. The beauty brand was founded by Irish make-up artist Aimee Connolly in 2016 and built its name on multi-tasking products and a five-minute-face approach. The blush-pink flagship is split into bright zones, with professional artists on hand for shade matching, foundation sampling and bespoke palettes, plus refill stations to cut waste. A masterclass studio upstairs runs free workshops on contour, glow and brow techniques, livestreamed to social channels. You can book ahead online, though walk-ins are taken every day.

All formulas are cruelty-free and Leaping Bunny certified, with vegan options across the core range, and the brand holds ISO 22716 good manufacturing practice. It has a 4.9 Trustpilot score from more than 6,000 shoppers. On awards, LashLift mascara took Gold at the Get The Gloss Beauty Awards 2024, CloudCream won CEW recognition and DuoCleanse claimed silver at the Pure Beauty Awards, with coverage in Vogue UK and Cosmetics Business. Packaging is recyclable and returns run across a 40-location network.