Express All of You

Championing the impermanence of British beauty.


Mirroring multifaceted British beauty.

British beauty is unique: as individuals, Brits are not fixed. They’re fluid. Day to night, calm to confident – even bare–faced to drag queen. Each Brit is far more than just one person. Through beauty, they can move between the infinite versions of themselves.

Brits are celebrated as they shift between countless British beauty cultures. Each look aligns to their individual expression, showcasing how beauty unlocks their multifaceted self, the elasticity captures the full spectrum of beauty power.

850 locations in the UK
133 million impressions
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