A touch of beauty

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As a former Beauty Editor, Samantha Hamilton-Rushforth realized that there would come a time when someone would create an app that worked as a digital beauty concierge. She also realized that the chances of that person being a man were high. And there was no way she would be okay with that. Keeping that realization in mind, she decided to launch BEEM, which stood for ‘BEauty EMergency’. Sharon Carvalho spent a day with the young entrepreneur to find out what it took to quit a full time job and start her own venture

8:00AM

“I’M AN EARLY RISER SO THIS IS MY HALF HOUR TO PREPARE MYSELF FOR THE DAY.”

A CHAOTIC START

In jeans from Zara and a camisole and waistcoat from Hermes, Samantha begins her day with a mug of green tea and some fresh fruit. “I either head out to my day’s meetings or get behind my computer to answer emails,” she says. As an early riser, she takes a half hour to herself to prepare for the day and figure out what she wants to achieve for the day. “The morning usually flies by and it’s my most hectic time of day. I might have another cup of tea before I walk my dog but, usually, the next few hours are spent checking the traffic on BEEM and managing the backend.”

1:00PM

“I’M TAKING AN AFTERNOON BREAK TO WALK MY DOG AND GET A LITTLE SUNSHINE.”

POOCH TIME

Changing into a summer dress and flats from Zara, a denim jacket from Topshop and a vintage red belt, Samantha takes her dog, Yoda, for her walk. “Apart from my weekend run, it’s the only exercise I get! I’m behind a computer all day and it’s so bad for the posture,” she says. Samantha believes it’s important to get away from the computer for at least 15 minutes and soak up some sunshine. “After I walk the dog I’ve got to get back to my emails and then prepare for the rest of the day’s meetings.”

4:30PM

“THE LIFE OF AN ENTREPRENEUR ISN’T EXACTLY NINE-TO-FIVE!”

A LATE LUNCH

“I’d love to say that it’s time for me to clock-off from work mode but, truthfully, the life of an entrepreneur isn’t nine-to-five!” says Samantha as she dons a denim top from ASOS, shorts from Hermes and wedges from Dior as she makes her way to meet her friends for a bite to eat. “Whenever I catch up with my friends I usually grill them about using the app, their beauty habits and treatments that are trending. They’re feedback is always really helpful.” Post this meal she is back on her phone responding to work requests and then heads home.

7:00PM

“EARLY TO BED, EARLY TO RISE AND AFTER DINNER, I HEAD HOME.”

A NIGHT ON THE TOWN

In a Camilla and Marc dress and Aldo heels, Samantha makes her way to Novikon, a new Asian fusion restaurant for a girl’s night out. “I have a no phone at the dinner table rule. It gives me at least an hour break from tracking social media for my company, checking up with the app developer and reviewing website stats,” she says. Early to bed, early to rise is Samantha’s motto so after checking up on her app one last time; she’s off to bed

Photographs by: Sarfaraz Ali Photography

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