‘Influenced by the glamour associated with mid 90s–00s hip hop culture’,
MDMFlow is the concept of Florence Adepoju, a Scientist with a BSc (Hons) in Cosmetic Science from the London College of Fashion.
Having spent undergraduate life studying and working in luxury beauty retail, Florence (Flow) decided upon graduating in July 2013 to do what was in her heart, to create the brand she’d always wanted. All MDMflow lipsticks are handmade and cruelty-free.
INTERVIEW with Florence Odepoju
1. What is your earliest beauty memory?
I remember being about 10 mixing my mum’s red nail polishes on a piece of tissue, then putting it on the radiator to dry and being so fascinated by the texture when it dried, but disappointed at the colour. I was never the girlie girl growing up, I was more interested in the technical elements of products like how they smelt and felt rather than the transformative element of beauty.
2. I feel most beautiful when…….
I’m getting ready for a night out with my girls all glammed up, listening to Destiny’s Child, taking selfies, and drinking disaronno and coke (or champagne for expensive nights)
4. Who do you find beautiful and why?
Mona Kattan, the most glamorous beauty business mogul of the Middle East. I love her personal style, her work ethic and ambition. She is also always driving through Dubai singing along to Drake on Snapchat, which I think is totally badass. Beauty to me is the aura and energy you put out, Mona Kattan is the truth.
5. When you were a child, what was your Mother’s beauty routine?
Aloe Vera, Cocoa Butter, PINK sheen spray and Fashion Fair face powder and foundation. It was probably much more but those products will always bring me back to my childhood.
I really miss when face powders used to have really fancy puffs, I used to sit on her bed and watch my mother powder her face to perfection.
6 Is make-up a chore or a delight?
Definitely a delight! Glam Doll (Limited Edition)
7. Did your father refer to your Mother’s beauty, and how?
My parents are super conservative, thus my dad is subtle when expressing sentiment. I can tell by the way he looks at her and the little speeches he makes on her birthday or on their anniversary, that he is obviously completely enthralled.
8. What would you like to see more of in the beauty industry?
Diversity, I started MDMflow because I just didn’t really feel a connect with my identity and what is readily available. I feel like slowly the industry is warming up, but a few well-known brands have discontinued shades for dark brown skins and that really sucks!
9. When was the last time your mascara ran, and why?
Last week probably, I cry all the time, for joy and when I’m feeling low. I don’t think it’s healthy to bottle emotion. However, my fabulous water-resistant mascara doesn’t exactly run.