humeara mohamed
A london-based beauty editor, copywriter and consultant.
(READ: PROFESSIONAL WORD NERD AND MAKEUP MAGPIE.)
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Estée Lauder
Jo Malone London
MAC Cosmetics
La Mer
Bobbi Brown
Clinique
Too Faced
Aveda
Dr.Jart+
Origins
Bumble and bumble.
About
About
After starting on the Dubai-based beauty desks of Grazia Middle East, Vogue Arabia and Emirates Woman, Humeara returned to the UK to pursue a degree in English with Creative Writing. A true word nerd and beauty obsessive (no, really, you should see her outrageous beauty stash), she then moved to London to specialise in beauty writing for a digital audience. She began copywriting and consulting alongside her work as a journalist, eventually leading the copy team at The Estée Lauder Companies’ in-house creative agency until she left in 2023. Now, she freelances for some of the industry’s biggest names. Oh, and the gals at Refinery29 call her the ‘SEO queen’ — no biggie.
With a decade of experience under her belt (time flies!), Humeara’s work can be found in Vogue, Marie Claire, Glamour, Refinery29, The Independent, Dazed Beauty, AnOther Magazine, Grazia, Stylist and Cosmopolitan, with copy work for Cult Beauty, Bobbi Brown, MAC Cosmetics, La Mer, Jo Malone London, Aveda, Origins and more. She also dabbles in video work, broadcasting and presenting, having worked with brands like LookFantastic, IndyBest, Maria Nila and Soap & Glory.
When she’s not writing or interviewing the likes of Ariana Grande or Victoria Beckham (scream!!), you can find Humeara walking the hills of Hampstead Heath with her beloved saluki, swimming in freezing-cold temps, or you can catch her below.
PORTFOLIO
EDitor’s picks .
Scroll through some of Humeara’s favourite pieces.
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“Each morning, as I sit on the London Underground and am forced to lift my eyes away from the comfort of my phone screen (the service isn’t great down there), I find myself staring at everyone’s hands. I spy a set of perfectly shiny gel nails here and a bare-nailed hand there, but rarely do I spy fingernails with “normal” nail polish on them…”
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“‘What in the Black Mirror am I looking at?’ snorted a friend when I showed her Reem Bot for the first time. Reem is an influencer and journalist created by artificial intelligence and powered by online lifestyle magazine SheerLuxe, and she was launched to a flurry of angered reviews…”
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“It’s 7 a.m. and I’m scrolling, blurry eyed, through my phone in an effort to wake up. “Under-eye concealer is dead,” a TikToker tells me. I nearly spit out my morning cup of tea. Concealer… Is… Dead? I quickly switch to my front camera and inspect my face. Dark circles look back at me, looming with such force that I reflexively begin prodding and stretching my skin until they temporarily ease. Ultimately, it’s no use. I am, in fact, naturally blessed with much bigger shadows than any of the gorgeous, concealer-eschewing women I see on TikTok. Most of whom are white or white-passing…”
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“In 2020 I had blonde hair, was living in London and travelling for over two hours to have my roots done in Nottingham. I know what you’re thinking: What a faff! But it was much cheaper than booking into a London-based salon — even after taking the train fare into account…”
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“It’s 2 a.m. and I can’t sleep. There is no breeze coming from the wide-open window next to me but the air is clawing at the eczema on my neck. It feels like it’s on fire. I’m not scratching it but it burns. I get up and grab some frozen peas wrapped in a towel; I'm not sure if it’ll help but I’ll try anything at this point. My leathery-looking, eczema-laden wrists are soaked in steroid cream and wrapped in bandages. I lie there wondering if this is what hell feels like. Dramatic? Perhaps. But a chronic skin condition can make anyone feel this way…”
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(Soz if you’re a TikTok girlie.)