Does Where You Live In The UK Define Your Beauty Regime?

Illustrated by Annu Kilpeläinen.
If years spent writing about the beauty industry has taught me anything, it's that people are quick to jump to lazy regional stereotypes. My inbox has been inundated with press releases hailing the popularity of the “Scouse brow” or the “TOWIE tan.” Obvious clichés and generalisations based on the beauty style of a high profile minority, but are they rooted in fact? We spoke to analysts and experts to find out what your home town says about your beauty habits.

Yes, London is the most vain.