Hi, I’m Emily - founder of Vetted, beauty industry insider, and unofficial advisor to all my friends (and their friends, and their mums).

I’ve spent over 10 years working as a Buyer and Category Manager in Beauty - across Skincare, Makeup, Haircare & Fragrance for retailers such as Harrods, ASOS and Space NK. I’ve tried thousands of products, sat through countless brand pitches, and I know what actually deserves a place on your shelf - and what doesn’t.

But honestly? My favourite part has always been the everyday side of Beauty & the conversations between friends.

I’m the one my best friend messages weekly “Do I need this or is it marketing?”. I did my friend’s makeup on her wedding day (no pressure!) because she trusted me more than a pro. And I’m permanently on-call for my mum and her group chat any time they walk into a store and feel overwhelmed.

That’s why I started Vetted - to offer the same kind of honest, expert, totally personal beauty advice I give to the people I love.

No jargon. No pressure to buy. No sponsored content.

Just Beauty you’ll love, use, and feel good about.