Sharmadean Reid MBE
Being passionate about millennial girl culture Sharmadean started a fanzine called WAH in 2006 while still studying at Central St Martins. Positioned as a reaction to the wave of booty shaking videos in 2004, and to promote females in creative industries she quickly gained a global following by being an early blog pioneer and gathering like-minded women in panel events as early as 2008.
After graduating, Sharmadean started her career as a stylist and brand consultant specialising in youth brands such as Nike and ASOS but continued to drive the WAH brand through informal meetings and by continuing to publish the fanzine ad hoc. In 2009 The WAH brand set up a physical home in the shape of WAH Nails, a salon and creative space in Dalston that provided a real life space for these online fans to connect.
WAH Nails completely changed the face of nail culture and beauty by offering a millennial owned, grassroots, community face to the beauty business. WAH Nails expanded into doing the events, shows and parties at London Fashion Week, for brands such as Nike, Marc Jacobs and Diesel, from this WAH then had a successful week-long pop up salon in Selfridges and Sharmadean was named one of the “15 people who will define the future of arts in Britain” and featured as part of the “New Generation” in Vogue magazine.
WAH Nails then held a successful salon in Topshop Oxford Circus for 4 years before closing to retain the community experience. WAH London launched product line distributed in Boots UK selling £1.2million worth of nail products in its first year. Sharmadean wrote the best-selling WAH Book of Nail Art in 2013. WAH has now launched a brand new salon in Soho, Central London. Set over two floors, the salon features 6 manicure desks, 3 pedicure chairs and an event space. Partnering with DVTK, she created a Virtual Reality Nail Design app to create an innovative salon environment.
Sharmadean has published two books on nail art and girl culture which have sold 70K copies worldwide.
She received an MBE for her contribution to Nail art and beauty. She has recently launched an augmented reality nail application in WAH London branch.
Image courtesy of Sharmadean Reid MBE