As Cosmopolitan UK’s former Senior Fashion & Beauty Writer, Laura Capon redefined inclusive beauty journalism. Her work bridges high-fashion analysis with accessible style guidance, particularly championing:
Capon seeks stories that:
Recent achievements include the 2024 Beauty Journalism Excellence Award and creating Cosmopolitan’s first disability-inclusive beauty guide. Her author profile remains essential reading for brands aiming to connect with Gen Z and millennial audiences.
Laura Capon’s journey in journalism began with a passion for democratizing beauty standards. Starting as a freelance writer, she quickly carved a niche by blending accessibility with expertise. Her early work focused on debunking makeup myths, such as her viral 2021 article explaining why “full-coverage foundation isn’t just for special occasions.” This approach caught Cosmopolitan UK’s attention, where she became Senior Fashion & Beauty Writer from 2022-2024.
“Beauty should be a safe space where everyone feels represented – whether you’re shopping for size 24 jeans or searching for the perfect olive-toned concealer.”
This comprehensive guide revolutionized how consumers approach foundation selection. Capon personally tested 43 products over six months, developing a unique rating system that considered factors like oxidation time and inclusive shade ranges. The article’s lasting impact is evident in its adoption as a reference tool by Sephora UK’s beauty consultants.
Her methodology included:
- 8-hour wear tests under different climates
- Consultations with 12 professional makeup artists
- Accessibility scoring for packaging design
Capon’s investigative piece transformed public understanding of permanent hair removal. By undergoing treatments herself while documenting the process, she created an unmatched resource that addressed both technical details and emotional considerations. The article’s “Myth vs. Fact” section became required reading in dermatology waiting rooms across the UK.
This celebrity style analysis demonstrated Capon’s ability to spot cultural trends. By connecting Lively’s nail art to broader retro revival movements, she created a blueprint for analyzing red carpet fashion through historical and sociological lenses. The piece sparked a 300% increase in vintage nail art bookings at participating salons.
Capon prioritizes products that address underserved markets. Her 2024 review of Fenty’s adaptive makeup line for mobility-limited users demonstrates this focus. Pitches should highlight:
- 40+ shade ranges
- Accessible packaging designs
- Cross-generational appeal
With her deep understanding of YouTube beauty communities, Capon seeks stories exploring how platforms shape trends. Successful pitches might examine:
- TikTok’s impact on 90s fashion revivals
- Instagram’s role in sustainable style movements
- Virtual try-on technology advancements
Rejecting the “special occasion” beauty narrative, Capon champions products enhancing daily life. Her viral “Office to Evening” makeup tutorial series exemplifies this ethos. Ideal pitches offer:
- 5-minute transformation techniques
- Multi-use product innovations
- Real-world durability testing data
2024 Beauty Journalism Excellence Award
Recognized for groundbreaking work in inclusive beauty reporting, this honor from the British Beauty Council highlights Capon’s role in shifting industry standards. Her submission portfolio included investigative pieces on shade range disparities and interviews with marginalized beauty creators.
Cosmopolitan UK’s Most Shared Article (2023)
Her viral exploration of “Instagram Face” dysmorphia achieved 2.8 million social shares, sparking crucial conversations about digital authenticity. The piece’s impact led to policy changes at major filter development companies.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Beauty, here are some other real estate journalist profiles you may find relevant:
