Brand story: Becca

Who's behind it?

Australian makeup artist Rebecca Morrice Williams' cosmetics range includes 30 foundation colours and 34 concealers, to suit all skin types. 'As a young girl I was obsessed with skin and fashion and I would buy all of the magazines,' she says. During her 12 years as a makeup artist, Williams found she had to mix her own formulas because most foundations on the market were too pink. The brand was six years in the making and since its 2001 launch it has expanded quickly to the US, Britain, Europe and Middle East.

What's the spin?

The focus is on a natural and understated look, with many products having multiple uses for eyes, lips and cheeks. 'The colour range is all about what looks good on the skin. I don't make colours that just look good in the packaging, hence there will be some colours that might look scary in the packaging but are fabulous when worn.'

What else?

There are plans to open stores in the US and Australia, similar to the one in London which shuns the typically clinical atmospheres of cosmetics outlets in favour of a luxurious space with plush velvets.