Meta Beauty was born after I had spent 20 minutes standing in the middle of a Sephora trawling through endless reviews on my phone for a product I was considering buying. In the end, I was unable to draw any conclusions and so left the shop without making a purchase.

Fed up with the frustration of trying to wade through the multitude of products to find the right one for me, I decided to create something that I hoped would help myself and other in similar situations.

Combined with my obsession with all things beauty, my passion for digital illustration and my professional experience in the research and development of prestige cosmetics and fine fragrances, I create infographics for Instagram - or as I like to call them, ‘Instagraphics’.