BEL London is inspired by the city itself. “London is one of the most diverse cities in the world. It embraces individuality, celebrates all kinds of beauty, regardless of age, gender, skin tone, background — and we are all about this. BEL London was created to reflect that inclusivity,” shared Petya Eneva, CEO of Trade Express USA, exclusive U.S. distributor for BEL London. “London is a major fashion capital, known for being bold, edgy, and always ahead of the curve, and we are just like London, bringing this trend-setting energy into our products.”
The BEL London brand is focused on high quality products, innovative formulas, and products that deliver actual results. “All of our products are made in Europe, which means they adhere to the world’s strictest safety and quality standards. We are a premium brand at mass pricing — top quality products at really affordable prices.” Eneva says quality at affordable prices makes it easy for customers to experiment with beauty without breaking the bank.
The BEL London creative team is located in central London, in the heart of the action, keeping up with the latest trends. “They have so much experience in the beauty industry, and they live and breathe London, so I think that helps a lot in bringing the European vibe to the U.S.”
The product formulas are another point of differentiation. Eneva emphasizes their ingredient-driven formulations, such as their lipstick containing argan and camellia oils as well as aloe vera. “These ingredients are rarely seen in lipsticks. Argan oil is very nourishing, very hydrating.”
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