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MDMflow creator is on a mission to shake up makeup

FOUNDATION: Florence Adepoju wants to change the face of beauty

Last night Florence Adepoju, the creator of critically-acclaimed makeup line MDMflow, held an event to showcase her new foundation to fans of the brand.

The event at London College of Fashion featured a panel talk with Stylist magazine beauty director, Anita Bhagwandas, fashion and celebrity makeup artist Bea Sweet and product development manager and cosmetic scientist Nicole Ashiru, followed by the opportunity to try out samples of the MDMflow foundation.

Speaking about her motivation to create the product, Adepoju told The Voice: “I think as someone who was a consumer and then went into the industry and just really saw that nobody was listening just made me realise that if I’m the brand that listens, maybe I can do something transformational. And since the point of doing that it has been transformational and that’s what’s kept me going.

“Knowing that I can create something for my customers, they can respond – and not just respond in terms of feedback but they actually buy my products, they love my products, they tell all their friends about it – it’s a very powerful thing.”

Adepoju says the foundation will retail at around £10, something she claims will be possible as she will only be creating and selling shades that will sell. She aims to identify the most popular shades through a crowdfunding campaign that will see supporters receive samples to colour match themselves and provide feedback.

On her Indiegogo crowdfunding page, Adepoju says: “Diversity is deeper than skin tone. An area of diversity that people don't really talk about is price point. So as well as creating a high quality product it is important to me to that my foundations are affordable.”

Some have predicted her foundation, Flawless Base, will be the British Fenty Beauty, but Adepoju has always had inclusivity at the heart of her brand and sees makeup that works for those with darker skin as more than a trend.

She started her makeup brand, MDMflow, at just 18 years old, creating lipsticks in a shed in her parents’ back garden. A London College of Fashion cosmetic science graduate, Adepoju was disillusioned with big beauty brands who failed to cater to different skin tones, especially darker ones.

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