Face of Le Keux

At Le Keux we love using our customers to model our cosmetics and styling. Le Keux Vintage Salon is for you, so we want you to see women like you in our adverts and on our website. Every year we run a competition to find the Face of Le Keux. Thomasin Bailey, one of the entrants to the 2017 competition shares her story.


Whenever I go home I love to look through old family photos. I love seeing everyone’s cute baby pictures, and my dad’s thick, dark hair that looked somewhat like that of a llama, the weird matching outfits that my siblings and I used to wear, such as the purple and pink elephant dungarees, and seeing the smiling faces of relatives long since gone. What makes me sad about these pictures is that there’s someone missing. My mother. She’s the invisible woman. Sometimes there’s a hand propping up a baby, and sometimes there’s even a woman in the back ground holding a newspaper up to cover her face, but mainly there’s no evidence of her at all. She hated being photographed because she didn’t like the way she looked. Nowadays, while she is an incredibly confident professional, she still makes us delete almost any photo we manage to snap of her with a smartphone, and I bet she’s not alone. I bet that many of you, when leafing through your family albums, will find that there’s a woman who just isn’t there.

Talking of photos, this January I entered a competition like none I had entered before. It wasn’t an essay prize, a running race, or even a photography competition. In fact it wasn’t a competition where I was required to show any skills at all. The prize was to be the face of an independent, vintage-inspired makeup company for a year, Le Keux Cosmetics, and to receive some lovely free beauty products. All entrants had to do was email in a front-on photo of themselves, and the five that received the most ‘likes’ on Facebook, would be shortlisted. So I thought, why not? Well, it turned out that some of my friends had very strong feelings about ‘why not’. “Why have you entered a beauty contest?” one friend asked. “Don’t you think that’s pretty unfeminist?” I understood where she was coming from. I am proud to say that I’m a feminist, and I think that anything that limits women purely to the status of objects, only to be valued for their appearance, is not a good thing. However, I don’t think that is what’s going on with Le Keux’s ‘Face’ competition. I think the competition is a brilliant and fun example of modern day feminism and you won’t be surprised to find, that I’m going to tell you why!

My mother, the invisible woman from our photo albums, isn’t alone in disliking the way she looks or lacking self-esteem. I have a friend, who may have been the most beautiful and glamorous woman I have ever seen, but didn’t wear a wedding dress to her wedding because she didn’t think she was pretty enough to deserve one. She wasn’t, she says, that kind of girl. Go into a public toilet and for every woman you see smile at her appearance in the mirror, you will see five frown. In the gym you can hear women telling each other how much they hate their own thighs, their stomachs, and their arms. Women are taught to put themselves down and to find fault with their appearance. This endless self-denigration is often manifested in the way we talk about our appearance but it doesn’t end there. At work, instead of putting themselves forward, women, it seems, are constantly putting themselves down. According to Sheryl Sandberg’s book Lean In  women assess themselves more harshly than their male colleagues do, women have lower expectations of their own potential, and they don’t put themselves forward for promotion as often as men. Le Keux’s competition asks ordinary women to go against this feeling of self-loathing, to deem a picture of themselves pretty and worthy, and to put themselves forward. It actually takes a lot of effort to do that. Scarier still is the idea of then asking your friends to vote for you by liking your picture. I was surprised by how difficult and embarrassing I found it to ask people to like my picture, but I was glad I did it. In the images on their social media pages Le Keux doesn’t promote a narrow idea of beauty that makes women feel bad, but body positive, fun pictures, that make women feel brave. The variety of pictures in the competition show that women of all different shapes and sizes have been encouraged to put themselves forward. Sexy women, pretty women, curvy women, skinny women, striking women, and quirky women have all felt good enough about themselves to say, hey there, vote for me! From what I can see all the entrants have also liked each other’s photos, complimented each other, and built each other up. The feeling of empowerment I got from asking people to like my picture has made me feel as if I could put myself forward in other ways. Over the last few days I’ve been considering career options that I had previously not allowed myself, just because I feel that little bit more confident. If the experience has made me feel this way, I’m sure that it’s had the same effect on other entrants. That makes Le Keux’s competition pretty feminist if you ask me.

So, in the interest of being bold, and positive about my self-image, of putting myself forward, and being represented, I curled my hair, flicked on my favourite eyeliner, didn’t bother to bleach my wee moustache – because who really has time? – and took a flipping selfie!

You can read the original blog post on Thomasin’s blog www.waxenhearts.blogspot.com.