MEMI is a new ethical beauty brand comprising professional standard makeup products, cosmetics brushes and skincare. All products in the range are cruelty free (PETA-approved), the majority are vegan, and prices start at just £10.

Launched by Jack Thompson and Millie Watson, two inspiring 21-year-old entrepreneurs, MEMI is short for Me, Myself and I, and pronounced 'Me-My'. The brand prides itself on providing the quality, luxury and style of much-loved, premium brands but at significantly lower prices thanks to the tenacious pair having spent two years travelling across the world to source the perfect formulas.

“MEMI is all about challenging the conventional idea that people have to pay a premium for a quality product. It’s an outdated concept which no longer appeals to the digital generation, who are looking for a much more transparent relationship with the brands they choose to engage with,” explains Watson.

MEMI products create a ‘naturally pulled together’ look that is real but with high impact and the luxurious mirrored packaging. ‘Everyday Glamour’ is the brand’s strapline and it’s aimed firmly at the Millennials market with an emphasis on creating a natural ‘no filter’ look for the selfie generation.

Thompson adds: “We set out to ensure our customers benefit from a luxury user experience at every touchpoint - from the exceptional performance of our products, to the sleek lines and quality aesthetic of our packaging and minimalist modern branding - but all at budget friendly prices.

“We have done everything ourselves, with an almost obsessive attention to detail and a clear vision for MEMI. From sourcing materials and product testing, to regulatory compliance and order fulfilment, we have been involved with every aspect of bringing MEMI to life – and now we are incredibly excited and proud to launch it to the UK market.”

The 14-piece makeup range includes all the essentials to create a flawless finish from lipsticks in a choice of matte or sheer finish, chic powder blushers and a contour duo to a wide selection of eyeshadows in soft matte and shimmer finishes. Colour palettes have been carefully curated for universal appeal and include natural shades for an understated look, as well as vibrant pops of colour for a bolder statement.

Two professional makeup brush sets complement the cosmetics range; an 8-piece Luxe Face kit contains all the essential tools, while a second kit featuring seven artist-quality applicators is dedicated to all things eyes.

Two premium skincare products also make their debut in the launch collection - Perfecting Radiance Primer and Miracle Moisturiser. Each formulated with a bespoke combination of natural and active ingredients, both are dermatologically tested for sensitive skin and approved by the skin specialist Cutest.

Prices start at £10 (RRP) for a MEMI lipgloss and up to £45 (RRP) for a complete makeup brush set. All products are cruelty-free (PETA approved) and all products are vegan apart from MEMI Miracle Moisturiser and MEMI Define and Shape Contour Duo which includes beeswax.

To find out more see www.memimakeup.com