If you've ever wanted to know what's really inside the makeup bags of the most stylish women in the industry, you're in luck. We've created a new column—Inside My Makeup Bag—to uncover the beauty products our fashion friends genuinely keep in their daily rotations and how much their stashes actually cost. I'll be delving inside their bags on your behalf and totting up every item in there, from the most expensive to the cheapest. Not only will you be left with an incredible shopping list, but you'll also get a realistic price tag to boot. Is there someone whose makeup bag you're dying to see? Slide into my Instagram DMs with your requests, and I'll see what I can do. This month, we're delving inside the everyday makeup bag of content creator and founder of Smart Skin Niomi Smart.
Content creator, cookbook author, brand founder… Niomi Smart is a woman of many talents. With an amassed following of almost three million across her Instagram and YouTube platforms, Smart is part of the wave of early content creators who shaped the industry as we know it today, carving out a niche for herself with a focus on plant-based living, sustainability and well-being. The launch of her very own skincare brand last year, Smart Skin, cemented Smart as a force to be reckoned with in the beauty industry—her carefully curated range of natural, sustainable and vegan products impressing followers and beauty editors alike. And all that hard work aside, there’s no denying that Smart herself is a beacon of radiance. So when I got the chance to take a peek inside her makeup bag—as part of her role as ambassador for Bondi Sands Pure—I couldn’t wait to see which products she uses to achieve that trademark dewy complexion.
Totalling £224, Smart's makeup bag is a carefully curated edit of hardworking skincare, luxury makeup and natural beauty picks. Keep scrolling to see exactly what she swears by and to shop Smart's beauty favourites for yourself.
Niomi Smart's Makeup Bag Essentials
Photo:NIOMI SMART/WHO WHAT WEAR
#1: Wild Deodorant
"I am a huge fan of the Wild natural and vegan deodorants. There are multiple scents of refills to choose from (Lemon Meringue is my current favourite), and the aluminium cases are made to last. Plus, they look great sat on the bathroom shelf."
#2: Bondi Sands Pure Concentrated Self Tan Drops
"Now that it's spring, a glow is essential! I've been using the sustainable, vegan and fragrance-free Bondi Sands Pure range. I just add the Self Tanning Drops to my evening skincare every couple of nights, and it adds a healthy, natural-looking tan."
#3: Bondi Sands Pure Self Tan Foaming Water
"The Bondi Sands Self Tan Foaming Water is incredibly easy to use. I apply this usually on a Sunday evening as part of an at-home pamper session."
#4: Smart Skin Golden Jelly Cleanser
"My skincare routine is basically my Smart Skin collection! I have created my dream natural and vegan skincare. The Golden Jelly Cleanser melts into an oil to remove makeup and impurities and leaves the skin feeling so soft and hydrated with thanks to the grape-seed oil and orange fruit water."
#5: Smart Skin Multi V Elixir
"I massage the Multi V Elixir into my skin at night to provide a boost of antioxidants."
#6: Chantecaille Just Skin Tinted Moisturiser
"I rarely wear foundation, especially during spring and summer, so the Just Skin Tinted Moisturiser by Chantecaille is the perfect product to provide sheer coverage with SPF 15. It's light and grease-free, something I have struggled to find with other sun protection."
#7: BareMinerals Strength and Length Mascara
"I tell everyone about this miracle mascara! The serum-infused formula helps to keep lashes long and healthy, and the unusual paddle-shape brush provides such an easy application without clumps. I find my lashes reach my brow but without those annoying black dots that many mascaras can leave above or below the eye."
#8: Biossance Squalane + Rose Vegan Lip Balm
"I always apply this lip balm when I do my skincare routine every morning and evening. It keeps my lips feeling soft, nourished and hydrated and creates the perfect base for lip products once it has soaked in."
#9: Saie Liquid Lip Balm
"I like to keep my makeup simple, and this Saie Liquid Lip Balm is perfect to carry around with me during the day. It has a sheer finish and can be applied anywhere without a mirror but adds a beautiful glossy sheen. It's my current favourite spring makeup must-have."