Amirah Kassem, Founder, Flour Shop

“My mom is Mexican and my dad is Arab. So I'm from Mexico, but I have an Arabic name— it means ‘princess.' In Mexico, you eat breakfast, lunch, and dinner at home every day. We’re always cooking. It’s not like in the US where people are like, ‘Oh my God, you can cook?’ [Laughs] I didn’t think of it as such a big deal or a rare skill; it was just something I grew up doing.

I moved to the US to study and work in fashion. I was assisting all of these great, creative people—which I found very exciting—but I never felt like, ‘This is the job I want.’ It just wasn’t for me, I guess. I moved around a lot, and every time I left a job I would bake something for my boss. People would be like, ‘Where did you buy this?’ and I would say, ‘Wait, you think I bought that?’

So when my friend César Vega opened a coffee shop in SoHo, I started selling these really delicious cake ball truffles there under the name Flour Shop. Very quickly I got a lot of demand out of this little thing, and realized that maybe this was something I should try full-time. It felt strange and really scary, because it was the first job that I was creating on my own—it was a huge risk. But it felt right. I reached out to all of the people I knew from my old fashion jobs to find out who had a birthday coming up and what events were happening. And I baked these made-to-order cakes that looked like anything a client wanted—flamingos, dinosaurs, cheeseburgers, lo mein… Word got around really quickly because the industry is so small. I just became the cake girl! [Laughs] I didn’t invent cakes or anything, but I just had the right network and was ready to make a lot of fun things. I love to play with sprinkles, colors, and decoration, but everything’s always edible—I never use fondant.

As much as I love color in my cakes, I don’t really ever wear makeup. My friends all make fun of me, but I don’t even own concealer! And the only thing that I carry around with me is Chapstick. Sometimes if I’m feeling extremely crazy I will wear lipstick. I have a bright pink one that I bought one time for a Mad Hatter costume. I don’t even know what the brand is, I got it at a Halloween store. [Laughs] Even when I do shoots for magazines, I just end up putting sprinkles on my face instead of actual makeup.

My everyday routine is pretty simple—just face lotion and perfume. I wash my face with Kiehl’s, then moisturize with their Ultra Facial Moisturizer. And then it's Jo Malone Nectarine Blossom and Honey Cologne. I’m really loyal to those two brands. But if I’m feeling sexy, I like to wear Tom Ford Musk Pure Perfume. It kind of smells like you’re naked.

For my hair I use Bumble and bumble BB Curl Conscious Shampoo and Conditioner. I have such curly hair; the more I brush it, the bigger it gets, so I just let it air dry.

I love Essie. I've been working with them for quite a bit, making these little cakes that look like nail polish bottles. My favorite is Sugar Daddy because it's clean and simple enough to wear every day.

For me, shoes are where the color comes in. My shoe shelf is more colorful than my sprinkle shelf and has every texture from hairy to shiny, rhinestones to stripes. I love Chloé, Céline, Church's, Vans, and Adidas collaborations with brands like Opening Ceremony and Jeremy Scott. Then there are the heels—ACNE, Fendi, YSL, Gucci, Dior. I can’t talk makeup, but I could talk shoes all day."

—as told to ITG

Amirah Kassem photographed by Frances Denny on August 10, 2013 in New York. See Frances' other work here.

Eye Mask MagicToday marks the Monday before Fashion week. While some might assume that FW is like one big party filled with models and bottles, it’s more than sashaying around town from one show to the next. For me, it’s a week filled with early morning wakeup calls, late nights and incredibly sore feet.

My typical day is spent at a few select shows. I normally hang backstage, taking pictures of models and trying to capture something unique. I’m also working hard to find that amazing quote, or that special something that I can learn from and add to my own beauty routine and the routines of others. When I’m not backstage, I’m home, glued to my computer, trying to quickly compile everything that I’ve documented in my new Smythson Notebook or one of my two trusty cameras.

All of this work comes with a tough price: extra fatigued eyes. Want to know how I treat my extra sleepy eyes? A high-tech eye mask, of course. I just covered ‘How to Not Look Tired,’ and part of this involved the importance of Eye Masks. An eye mask should be used as much as needed, and you should really amp up the usage during super hectic times. When I travel for example, I might use a mask every night. No joke. The latest masks provide fast results when you’re in dire need of brightening, de-puffing and soothing. Fine lines? Bye-bye. Dry skin? Goodbye. I’m totally addicted to these five masks and here’s why you should be too…this is eye mask magic.

Klorane Smoothing and Relaxing Patches with Cornmeal, $18: These babies do it all and the price is right. They soothe and soften skin around the eye, refresh, moisturize, and brighten eye area, reduce puffiness and smooth away lines. Apply directly to eye area and leave on for 20 minutes. They can be used once a day as a 7-day treatment for a long-term smoothing effect. TIP: Cool patches in refrigerator before use to increase effectiveness. BTW, Klorane Soothing Eye Makeup Remover is damn good too. I use it, love it.

Shiseido Benefiance Pure Retinol Instant Treatment Eye Mask, $62 for 12: These eye masks work to dramatically reduce the appearance of wrinkles in the eye area in as little as 15 minutes. While brightening and minimizing dark circles, they plump the skin and refine texture for softer, smoother, healthier-looking skin. Pure Retinol Micro-Infusion technology penetrates skin, instantly smoothing away the look of wrinkles. It also helps to prevent new wrinkle formation. Amazing, right?

GlamGlo BrightMud Eye Treatment, $69 for 12: My next Glow Girl sold me on this baby. GlamGo features Non-Dry Tapwipe™ Bioactive Mud (what is that? No clue) which consists of powerful actives that help minimize puffiness, dark circles, and fine lines while brightening and hydrating the eyes. Natural minerals absorb toxins, delivering high nutrients essential for ultra-bright, amazing eyes. Simply tap on to deliver the range of advanced active ingredients to the skin and wipe-off, leaving a micro layer of actives for extended results.

Sensai Silk Intensive Eye Mask and Essence, $94: This is my newest find. It can be used one of two ways, as an essence or a traditional mask. When using as eye essence, it can be used at any time when there’s cause for concern, such as dryness. Simply apply a drop around eyes with fingertips, and voila! Dry eyes no more. When using as an eye mask, pump 3 drops on each of the provided eye pad and apply to the eye area for only five minutes. Lines should disappear.

SK-II Signs Eye Mask, $110 for 14: This is the ultimate Eye Mask. Notable beauty gurus, like Eva Chen, love it for a reason. These single-use, ultra-soft cotton masks are saturated in serum and contain some damn hardcore ingredients, specifically designed to help reduce the look of fine lines around the eye. The mask erases fine lines and deeply hydrates and revives the delicate eye area. It’s perfect for travel as well, in fact, its my go-to.

Always always always follow with eye cream. At night I am using Rodial Eye Venom and during the Day I love Natura Bisse The Cure Sheer Eye Cream. I am also really into Olay Regenerist Eye Lifting Serum. It is unreal.

The post Eye Mask Magic appeared first on She's In The Glow.

Rose BeautyLast night I received one of the yummier smelling candles that I have received in a long time. It’s Diptyque Rosa Mundi, and it was given to me by one of my sweetest friends. When she saw it, she smelled it and instantly thought of me, which is totally weird because I would never consider myself a die hard ‘rose’ person. I don’t mind the smell of rose, but it’s not the first scent that I’m drawn to. Diptyque Rosa Mundi proved me way wrong.

This limited addition candle feels sweet and romantic, but in a warmer and more subdued way. It’s a fresh take on the traditional rose that might have reminded you of your grandmother. There’s a bonus, right? The glass is pink, so when you have finished burning this candle down to the last drop, you can use it as a little vase or an adorable place to store your makeup brushes.

As I sit here burning my new candle obsession, I can’t help but pay tribute to the rose products (some new and some old) that I simply cannot live without. It seems like everywhere I turn I’m seeing rose. Rose gold has dominated the jewelry market, bags for spring are pretty and pink and even Sienna Miller’s hair turned a shade of pinky, rosey blond. But, although I’m typically a non-rose girl, I must admit that the latest batch of rose beauty products are to die for. This is my ultimate rose-inspired list, and I promise you these little gems you shouldn’t live without. This is La Vie En Rose.

Karen Elson by Alexi Lubomirski La Vie En Rose UK Harpers Bazaar

Heritage Store Rosewater, $6 – Every makeup artist swears by this toner. The price is right, it looks pretty and vintage, and there are multiple uses. You can use it as a perfume, body splash or add to your hair rinse or bath water. I like to spray all over my face whenever I need a pick-me-up.

Rosebud Salve in a Tube, $6 – This satiny gloss has been a favorite of mine since high school. You can even apply to your lids for a little glow.

Hand Picked Organic Rose Buds for Facial Steam, $10 – These are the coolest. Drop a handful of dry rose buds into a bowl of hot water. Cover face over bowl with a towel. After you’ve steamed, dip a cotton pad or a face cloth into the bowl and use the toner liquid to remove impurities. DIY, baby!

Archipelago Tuberose Soy Candle, $20 – This is an unexpected take on your grandmother’s rose. Love this.

Sugar Lip Treatment SPF 15, $22 – This red hued gloss is the perfect red. It looks more like a tint than a gloss or lipstick and is great for the non-red loving girl like myself. I’m obsessed with this.

Chantecaille Rose Eye Makeup Remover, $39 – Super luxurious. Love this. Leaves your face smelling amazing. Your boyfriend, husband, girlfriend, or wife will love this.

By Terry Baume De Rose Multi Lip Protector, $60 – I keep this by my bed at night and apply it on my lips as the ultimate luxury. The scent is faint and just right. It feels like bunny rabbit velvet and the color is the perfect. It’s a nude, creamy clear pink. For on-the-go glow, I love the tube version, Baume de Rose Crystal Spf 15, $53.

Ren Moroccan Rose Otto Sugar Body Polish, $60 – I have raved about this before, but this delicious body exfoliant is a must-have for every girl’s shower. It takes away scary dead skin and leaves this super moisturizing layer behind. You know what I’m talking about, the water turns to little ‘beads’ on your skin. It’s like you just applied body oil.

Chantecaille Pure Rosewater, $62 – For seriously parched skin, spray this baby on. I like to keep this by my bed as the last step before I close my eyes. It’s also something to keep by the door for a little hydration boost before heading out. You don’t even need perfume when wearing this.

Diptyque Rosa Mundi Candle, $65 – Just trust me. You need this candle. Buy it for your friend or sister, or bring it as the cutest hostess gift. (OR buy for yourself.) Don’t forget about Diptyque’s Rose Brooch that I just reviewed!

Ren Moroccan Rose Otto Ultra-Moisture Body Oil, $65 – Speaking of oil, this is the ultimate luxury. I love it, and oddly enough, I have my dad addicted too.

Chloé Roses de Chloé EDT Spray, $95 – Another surprise love for the non-rose girl. If you love the original Chloe ETD, this is a fresh update and smells divine. I spray this liberally before walking out the door.

Aurelia Probiotic Skincare Cell Revitalise Rose Mask, $105 – This newest find is amazing. Perfect for dull and dehydrated complexions, this luxurious mask is blended with botanicals and probiotics to reduce inflammation and restore a healthy glow. It’s perfect after a long night out. Founder Claire Vero describes the revitalizing Damask Rose mask as “everything you need to fight daily environmental aggressors and to help prevent ageing in only five to ten minutes of heavenly relaxing time.”

Karen Elson by Alexi Lubomirski La Vie En Rose UK Harpers Bazaar

The post La Vie En Rose appeared first on She's In The Glow.


I somehow ended up all the shades available in Australia! I love Bourjois that much, however I forgot to take photos of "05 Vintage Rose" as I am using it in a new video soon! Sorry guys, that shade will be up shortly.

In the meantime I decided I would do some swatches to show which are worth getting and which I would take back if I could as the quality varies from colour to colour.

The two I would NOT recommend getting are 12 gris lilac and 11 bleu jeans, both these two have poor pigmentation.


Left to Right: 11 bleu jeans, 12 gris lilac, 01 gris dandy, 02 or baroque, 04 nude ingenu


Close up Left to Right: 11 bleu jeans, 12 gris lilac, 01 gris dandy,


Close up Left to Right: 02 or baroque, 04 nude ingenu

As you can see the other shade are quite nice and the fomula is super smooth and blendable! I have actually used them a fair bit! :)

I hope this was helpful.

-Katerina xxx

Check me out at:

I somehow ended up all the shades available in Australia! I love Bourjois that much, however I forgot to take photos of "05 Vintage Rose" as I am using it in a new video soon! Sorry guys, that shade will be up shortly.

In the meantime I decided I would do some swatches to show which are worth getting and which I would take back if I could as the quality varies from colour to colour.

The two I would NOT recommend getting are 12 gris lilac and 11 bleu jeans, both these two have poor pigmentation.


Left to Right: 11 bleu jeans, 12 gris lilac, 01 gris dandy, 02 or baroque, 04 nude ingenu


Close up Left to Right: 11 bleu jeans, 12 gris lilac, 01 gris dandy,


Close up Left to Right: 02 or baroque, 04 nude ingenu

As you can see the other shade are quite nice and the fomula is super smooth and blendable! I have actually used them a fair bit! :)

I hope this was helpful.

-Katerina xxx

Check me out at: