Denny Daily - Beauty Tester and Broadcaster
“Before 2020, beauty discovery came from magazines, blogs, Instagram, and YouTube. Today, TikTok rules and short viral clips drive trends and sellouts overnight.”
How did you land your role as a beauty tester?
I first discovered beauty through modelling 16 years ago. Growing up a tomboy, everything changed when I picked up my first Glamour magazine at 16, I suddenly realised there was this exciting, glamorous world I wanted to be part of, even though girls like me weren’t represented. I started experimenting with makeup (badly, given the products back then!) and my love for beauty grew. After university, I tried account management but felt out of place. An accident forced me to pause, and that’s when I began creating beauty content. It reignited my passion and eventually led me to my dream role as a beauty tester at Hearst.
What is the concept behind Pretty Pains Club?
After leaving Hearst due to redundancy, I saw it as the perfect moment to pursue something of my own. Drawing on years of product testing, I launched Pretty Pains Club six months ago to explore how beauty brands are built and to speak directly with founders. While I initially dreamed of creating a haircare line, I soon realised there was a bigger gap: a trusted platform that cuts through industry hype. Our aim is to test products honestly, tackle real beauty pain points, like finding an acne cream that truly works, and provide consumers with authentic, valuable recommendations they can trust.
Describe a typical day in your life.
No two days are the same as a founder. One day I might be out on the streets asking strangers about their fragrance, the next buried in editing or back-to-back meetings. Because we’re in the early stages, much of my time goes into outreach - connecting with brands and exploring collaborations. It’s a constant hustle, and I juggle countless roles: founder, marketer, editor, even accountant. It can be stressful, but it’s also exciting. I never imagined I’d wear so many hats at once, but that’s the reality of building something from scratch, it’s challenging, unpredictable, and full of possibility.
Tell us what's in your makeup bag
My makeup bag is a mix of affordable gems and cult favourites. For concealer, I love Collection’s £5 option, it’s simple, robust, and reliable., alongside Maybelline’s Age Rewind, which is a 10/10. Right now, I’m obsessed with blush, especially Danessa Myricks’ Cream Blushes in Prima Donna and Golden Hour. For lips, Fenty Gloss Bomb in Heat delivers gorgeous shine, while MAC’s Hug Me is my go-to matte, with Huda Beauty’s lip liners and new Lip Stain also impressing me. And for mascara, Charlotte Tilbury’s formula is my saviour, it makes my barely-there lashes look long and defined, giving me the perfect everyday finish.
What are your favourite foundations?
When it comes to foundations, I’ve been rotating between three favourites. First up is Ere Perez Oat Milk Foundation - it’s beautifully lightweight and feels amazing on the skin, though I wish the shade range went further (there’s barely one shade deeper than mine). Then there’s Tropic; best known for skincare, but their foundation launch really impressed me. It’s luminous, light, and gives such a healthy finish. And of course, I can’t resist Dior Forever Foundation; it’s a classic for a reason. Together, these three cover me for everyday wear, glow-up moments, and those times I just want flawless, effortless skin.
Which hair products do you use?
As a natural hair girl, I’m on a weekly mission to test different gels and find the perfect one; something that’s not sticky, not crunchy, but with great hold. Right now, I’m trying Tressmere Hold Gel to see how it performs once dry. I also rotate between Curlsmith’s Shine Gel, which I love, and Aveda’s Jelly-like Gel that gives amazing hold. For shampoo and conditioner, I rely on K18 and Cecred’s Reconstructive Conditioner. I also swear by the Color Wow Money Mask, though it divides opinion, I find it gives incredible slip and works beautifully on type 4 hair like mine.
Which skincare products do you use?
I’m always switching up my skincare routine because I love discovering the best of the best, but there are a few staples that never leave my rotation. I start with Byoma’s Creamy Jelly Cleanser, which keeps my skin fresh and balanced, and Tata Harper’s Clarifying Mask for a deep reset. For hydration, I swear by NIRA’s Hyaluronic Acid Serum, followed by Elemis’ Pro Dynamic Resurfacing Super C Serum and Tropic’s Youth Potion for that glow. I tap into Hydropeptide’s Collagen Reactive PM and Eye Authority. I also use Clarins’ Niacinamide and Sea Holly Creme, Eve Lom Dynaspot, Dr PawPaw Lip Balm, and the Shark CryoGlow LED Light for an extra boost.
How do you think the beauty scene now compares to pre-2020?
Before 2020, beauty discovery was shaped by glossy magazines, blogs, Instagram, and YouTube. Today, TikTok dominates, quick clips and viral moments can sell products out overnight. Consumers have become more discerning, prioritising quality and multifunctional staples over constant new launches. Inclusivity has also shifted from trend to expectation, with diverse shade ranges, gender-neutral products, and ethical transparency now non-negotiable. In 2025, social values carry as much weight as product innovation, brands are judged not only on performance but on how authentically they reflect inclusivity, sustainability, and ethics. Those that fail to meet these expectations risk losing relevance in an evolved beauty landscape.
