Keeks Reid - Beauty Director
I think there’s just so much more beauty now than pre-2020, and the industry is so much more accessible nowadays.
Tell us about your career in beauty to date
I started my career at Blackhair magazine at 21, interning throughout university before landing a role as an editorial assistant. At 23, I was unexpectedly promoted to acting editor while my editor was on maternity leave, leading a team older than me was a trial by fire, but it taught me invaluable lessons. After a brief and unsuccessful freelance stint (though I did learn to code!), I joined Hairdressers Journal, which truly transformed my career. I began writing for Cosmopolitan in 2016, eventually becoming acting beauty director, and now, as the permanent beauty director.
What was your first beauty product?
My first beauty purchase was likely a lip balm as a kid, but the one I vividly remember was MAC Studio Fix Fluid. Around the same time, I bought a 30 pan MAC Pro Palette and spent my entire £30 daily wage from working at Arsenal’s Emirates Stadium on new eyeshadows. I also had a Maybelline Dream Matte Mousse, though I never wore makeup to school, most of my early beauty products, like mascara, were borrowed from my mum. Those first purchases sparked my love for beauty, setting the foundation for my passion and career in the industry.
Describe a typical day in your life.
There’s no typical day in my role, but my office days follow a loose structure. I start by answering emails on the train and writing my to do list for clarity. Once in central London, I usually have a breakfast meeting with a PR, whether for brands, aestheticians, MUAs, or hairdressers, discussing new launches and collaborations. My day is filled with internal meetings at Hearst, opening beauty post with our writer Lia, and planning the week ahead. Evenings often involve PR events, treatment reviews, or “pensioner’s dinners” with friends - early meals that allow for a much - needed early night.
How did you land your job as Beauty Director of Cosmopolitan?
Definitely because of my relationship with the brand. I don’t think I would have perhaps been at the forefront of my Editor in Chief’s mind if I didn’t have such a strong connection with the brand over the years. Like I said I’ve started writing for Cosmo in 2016 so that’s eight years ago now and since then there’s not been a period where I haven’t written for the brand. Over those years my contribution grew and grew to the point where people thought that I worked there on a contract where is I genuinely had no contract before I did the acting beauty director role last year.
What are your plans as beauty director for Cosmopolitan?
I have so many plans for this brand. Cosmo is the magazine that I think all of us think of as a lifestyle Bible and for our section, I want that to encompass every beauty lover. One of the biggest things that has launched since I’ve been at the helm of the beauty side of things is the Black Beauty Hub which I’m so so proud of and that is just continuing to grow we now have sponsorship for it. I want to hopefully be able to create spaces for other marginalised communities in the UK when it comes to beauty, that is huge for me, and ultimately I just want it to be the go to place for beauty for Gen Z and millennial beauty lover.
What are your current favourite beauty products?
Since I’ve been traveling so much, my beauty bag is carefully curated. For my base, I use the Max Factor Colour Corrector for my under-eyes, Makeup by Mario Concealer (a brightening alternative to foundation), and Kosas bronzer and blush for a radiant finish. My go-to lip products are Glossier Lip Line in Flush and Vieve Lip Dew in Rosa. For brows, I swear by NYX Lift & Snatch brow pen. My hair routine includes L’Oréal Professional Absolute Repair Molecular, Redken ABC, Charlotte Mensah Manketti Oil, and K18 Mask for strengthening. I keep my routine effective yet minimal!
How does the beauty scene now compare to pre 2020?
I think there’s just so much more beauty now than pre 2020. There’s a new launch most weeks and beauty is so much more accessible nowadays than it was pre 2020. I’m sure this is down to brands really seeing the value of beauty during the pandemic and the cost of living crisis (i.e the lipstick effect) but I do think it is becoming a bit overwhelming For even people within the industry where it’s our jobs it’s hard to keep up with the amount of products that are now available. I think that’s where websites like Cosmo and brown beauty talk come in for really helping to whittle through the mass of products that are available and actually recommend ones that work and are worth whatever price they are.
