in 2016, aged 24, Anne-Marie caused a storm on Instagram when she took off her make-up on camera. ‘It’s such a big thing to see someone you follow do something like that. I follow lots of women on social media who show off their bodies, their cellulite and spots. Seeing images like that makes me feel normal. I knew that if I could make people feel comfortable with their face and their features, then I was doing a good thing.’
Fast forward to lockdown, and – as she chats virtually from her east London flat – Anne-Marie’s passion for beauty honesty is still palpable. ‘I want to show people the bad days, when I’ve got spots. I want to show that not everything is perfect.’ It’s a sentiment that is a recurring theme in Anne-Marie’s songs. In her 2018 hit Perfect To Me, she sings, ‘I’m not a supermodel from a magazine, no, I’m OK with not being perfect, ’cause that’s perfect to me.’ The song shines a light on the power of self-acceptance, a concept Anne-Marie readily admits she used to find difficult. ‘I struggled a lot with anxiety and self- confidence when I was younger. I didn’t want to be seen without make-up. I had to learn to love my face without make-up before I could truly enjoy make-up, instead of wearing it like a mask.’ How would she describe her relationship with cosmetics today? ‘I feel more confident. I feel better. I don’t have to put on a full face of make-up to make myself feel good.’
Now approaching her 30th birthday, and as the newest judge on The Voice UK, alongside Will.i.am and Olly Murs, Anne-Marie’s audience is growing. The past year also saw her land her first beauty campaign, with make-up brand NYX. ‘Their campaigns are diverse and we have similar morals, so it made sense to me.’ Don’t expect Anne-Marie to be any ordinary poster girl, though. She’s on a mission to promote a new age of transparency. ‘It’s so important for all of us to effect a change that will help everyone. The more people trying to break the mould, the better.’
Shop: Anne-Marie's Skincare And Make-Up Staples From Just £7
SHOP: Anne-Marie's Beauty Favourites
'I usually wear a matte lip in a brown tone.' - Anne-Marie.
'I put concealer around my nose and eyes, rather than wearing a full face of foundation.' - Anne-Marie.
'Eyebrows are very important to me, it's the thing I spend the most time on.' - Anne-Marie.
'Face masks are a special treat. I use the Starskin Red Carpet Ready Hydrating Bio Cellulose Second Skin Face Mask, £8.50, for special occasions.' -Anne-Marie.
'When I'm on my period the spots come out. My skin is oily in some areas and dry in others, so I mix and match products. I religiously use Weleda Skin Food, £8.25.' - Anne-Marie.
'I love The Body Shop's Vitamin C Glow Boosting Microdermabrasion, £18.' - Annie-Marie.