One of the biggest changes she’s witnessed since starting out has been the growth of social media and its positive impact on business in terms of brand recognition, customer engagement and revenue. But on the flip side, Ruby worries about excessive use of filters on platforms such as Instagram, Snapchat and Facebook to tweak and sometimes distort people’s appearances. “The danger with all these filters is that people then see you in the flesh and it’s a shock,” she says. “You shouldn’t be that embarrassed about getting older.”
What does she think about the rise of celebrity make-up brands, such as Rihanna’s Fenty Beauty, Kylie Jenner’s multi-million-dollar Kylie Cosmetics and Victoria Beckham Beauty? “Rihanna has done a phenomenal job and pushed the boundaries because of who she is,” she says. “By making 42 shades of foundation, she’s showed brands that there is money to be made if you’re more inclusive.
“Kylie Jenner is not an expert as such but in commandeering social media, she could wipe the floor with me. You need to acknowledge that but at the same time, look at it for what it is. Can she make up someone on a shoot? Rihanna can’t either.”