How Charles Jeffrey brought Loverboy into the beauty world

The designer on his advice for growing a brand organically, his North Star (Jonathan Anderson) and Loverboy makeup.

The best designers aren’t just makers of clothes; they’re creators of culture. At least, that’s what Charles Jeffrey says. His brand has never been confined by the limits of fashion. It began life as a club night in Dalston before evolving into theatrical performances, voluminous sculptures, and, of course, a clothing line.

When I meet him, he’s barefaced – not the effervescent Loverboy, but the businessman Charles. The success of his brand, he assures me, depends as much on one as on the other. In ten years, he has built a clear identity and solid business foundation, ensuring steady growth – no small feat for a brand that has been independent for the majority of its run. In London, where small brands endure an unforgiving landscape, survival alone is more often the goal rather than growth.