The countdown to Christmas is officially on and television sets everywhere are warming up for the epic Christmas ad battle. Much to our delight, some retailers are getting into the spirit of things earlier than ever (18 months of turmoil has that effect), making the most of the lead up to the most wonderful time of the year. We stan the eagerness.

Following the global pandemic, kindness was the overwhelming theme from last year’s flurry of heart-warming ads but which retailer will take the crown for the best Christmas ad 2021? Will Kevin the Carrot reprise his role as Aldi’s most-loved character and who will lend their vocals to the John Lewis soundtrack this time around?

Brief your heartstrings and stick your predictions in a sealed envelope folks, here’s a look at all the surprise entries and big budget crimbo campaigns from your favourite brands so far, along with the iconic debuts from the likes of John Lewis, Marks & Spencer, Coca Cola, Sainsbury’s, Waitrose and Disney as they hit our screens.

John Lewis

And now it’s Christmas! The most anticipated moment of winter tv has crash-landed onto our screens, two weeks earlier than usual and naturally, it’s out of this world.

Set to an ambient soundtrack of Together in Electric Dreams reworked by rising star Lola Young, the ad follows a young teenage boy as he befriends an unexpected guest.

Space traveller Skye lands in the woods near the home of 14-year-old Nathan, who shows her how Christmas is done on earth, from eating mince pies to snowball fights, decorating the tree and wearing novelty jumpers. When the time comes for her return to her home planet, Nathan gifts her a light-up jumper, she pecks him on the cheek and off she flies.

The strapline, ‘For A Christmas As Magical As Your First’ reminds viewers of the importance of sharing traditions and enjoying Christmas with their families again after 2020’s last-minute lockdowns left many missing out on the togetherness of the season.

Claire Pointon, Customer Director at John Lewis, said: “There is nothing more magical than discovering the joy of Christmas for the first time and enjoying your favourite festive moments with loved ones.

“After the last 18 months, we wanted our advert to really celebrate this as we look forward to a brighter future.

“We know our customers are excited for this festive season more than ever, as they reconnect with family and friends. Through the story of Skye and Nathan, we celebrate friendship and are reminded of the joy of experiencing Christmas for the first time.”

Were we overcome with emotion and running off to the loo to compose ourselves Edgar the excitable dragon style? Maybe not, but the festive ad carries a sweet and meaningful message nonetheless.

Sainsbury’s: A Christmas to Savour

Etta James. The cinematography. Every tear-jerking-round-the-table Christmas Day moment captured in 60-seconds flat. That’s how it’s done.

This year’s Saino’s ad captures a series of freeze frames as the camera pans around the room to show a Christmas Day mannequin challenge of sorts. From the champagne spray to the gravy bout mid-pour and the family dog begging for dibs on the roast potatoes, it’s a heartwarming reminder that we’ve been waiting a long time for this big family get-together, without the worry of cutting the guest list down to your six favourite relatives.

Apart from the spinny bit under the table that made us want to vom up a sprout a tiny bit, we liked this seasonal offering from the big orange ones. They might have peaked with the plug boy era (truly the definition of iconic content) but this isn’t a bad attempt at rekindling that modern-day Christmas spirit.

Honourable gripe/mention: We can’t help but notice they seem to be getting shorter and shorter. Mog’s slow blinking Christmas Calamity was a whopping short film compared to this. Bring back the bigger portions next time, please. We need more STORY.

Waitrose – You Can Taste When It’s a Waitrose Christmas

Infused with truffle, stupidly succulent turkey and Heston’s mince pies, the Waitrose ad has gone heavy on food for 2021 and we’re not mad.

It’s the first time in two years that Waitrose, which is part of the John Lewis Partnership, has gone it alone with their advertising campaign, which explains why the grub is the main character this year. Again, we’re not mad.

Starring Extras actress Ashley Jensen and top chef Heston Blumenthal, the light-hearted ad is really just a 60-minute journey that will leave you feeling kind of festive but mostly fucking starving.

Whilst the close-up food shots can come again, we’re not here for the Carol of the Bells mash-up, it feels a little too sinister for us, like Les Mills trying to cobble together a fun festive workout track for us and failing.

Did it set our souls on fire? No. But did it leave us wanting to run down to the world’s most expensive supermarket for a three grand Christmas pudding complete with candied figs? Yes, yes it did. Consider that a job well done. Take all our money.

Amazon

Amazon

What a way for Adele to debut her new song! The 2-minute Amazon ad is set to the goosebump-igniting ballad “Hold On” by Adele – the second glimpse of what to expect on her upcoming album ‘30’.

It tells the story of a young woman anxious about life after lockdown as she attempts to get back to normal, attending university lectures and seeing friends again.

In the next scene, a neighbour heads to the local park to feed the birds and notices the young girl on a bench next to her. After hearing a news update about the rise in anxiety amongst young people on the radio, she realises the young girl is struggling.

Determined to make a difference, she heads home, opens up the app and orders a gift to be delivered to her door.

Upon opening the present, the young girl smiles at the bird feeder and the thoughtfulness of her neighbour. She watches the birds gather on the feeder and glances across at her neighbour as she potters about on her balcony. She then gestures to her heart and mouths ‘thank you’. And just like that, we’re a mess, just like the soundtrack suggests.

Sharing a message about overwhelm and anxiety as we navigate the new normal in the wake of the global pandemic feels as poignant and necessary as ever.

Stripped back, current and unfussy in its approach to Christmas sentiment, it reminds us all that kindness truly is the greatest gift of all. We’re going to put it out there, it’s our favourite ad so far.

Boots

Three whole minutes of tear-jerking joy, Boots really pulled it out the bag this year.

The short film has gone for straight up Mary Poppins vibes featuring a magic bag bursting with sentimental gifts and never-ending glee.

Starring Doctor Who’s Jenna Coleman as Joy (aka chief gift giver and generous angel to her core), the campaign sees a young woman receiving a gift from her nan alongside a note that says, ‘This is what Christmas feels like.’ Realising that her bag contains a stash of perfume and beauty goods, she sets off to save Christmas, delivering thoughtful prezzies to her friends and family, from a polaroid camera to a woolly hat and even eyelashes for a sorry looking snowman. Honestly, we were doing just fine until the nan part at the end. Hold me.

M&S

So that’s what Percy Pig sounds like! The iconic character has been brought to life for the very first time thanks to a little bit of fairy dust and the nation is thrilled about it. Voiced by Marvel’s Tom Holland, Percy Pig can be seen roaming the aisles after hours with the help of his fairy friend, expertly played by national treasure Dawn French. Exploring the delicious treats on offer from triple chocolate panettone to delicate smoked salmon and golden blonde Christmas pudding, this is the best M&S food advert yet and it’s thanks entirely to the Spiderpig crossover we didn’t know we needed.

Elsewhere, their clothing campaign ‘Make the season anything but Ordinary’, staring former Victoria’s Secret model Madisyn Ritland and shot by Autumn de Wilde, showcases all the glitz and glamour of party season with the iconic matching pjs thrown in for good measure.

Very

Very really said Christmas cannot wait by unveiling their festive ad in October and after last year’s last-minute lockdowns and underwhelming festivities, who can ruddy well blame ‘em for starting the celebrations early. Chief Marketing officer Carly O’Brien said that after a pared back Christmas for many in 2020, the retailer wanted to “get into the spirit early and unashamedly embrace the season as soon as the leaves start to fall.”

Titled “It’s the Very Best Excuse” the ad plays on its keen timing with confused Halloween trick or treaters turning up to a house bedecked with Christmas lights and mince pies for treats instead of sweets. Whilst it’s no match for Man on the Moon, we’re all for getting organised and starting early to avoid the hell that is last minute hoo-ha of Christmas shopping.

Etsy

Keen to spread some festive cheer, Etsy dropped their first ad back in October and we’re here for it.

The online retailer has gifted us with not one but two Christmas ads this year, drawing on the importance of unique and meaningful presents.

“Our Santa” is the first 30-second commercial, which highlights the importance of representation, as a father sees how disheartened his own dad is that Santa Claus is always portrayed as a white man with rosy cheeks, in store, on gift bags and jumpers. When Christmas Day arrives, a young boy reaches under the Christmas tree for his grandpa’s gift a fluffy stocking featuring a Santa Claus that looks just like him. When we say our bottom lip left our body.

The second Etsy advert to air in the UK, “The Tradition” focuses on good ol’ neighbourly kindness as an older woman set to spend Christmas on her own is invited for a spot of wild swimming with the rest of the Sea-Gals. A neighbour named Agnes turns up on her doorstep on Christmas Day bearing a special gift – a personalised dry robe and an invitation to join them in celebrating their longstanding tradition.

Disney

Titled “The Stepdad”, this year’s heart-warming short film is a sequel to last year’s instalment and celebrates family togetherness and the power of storytelling.

The sweet story follows Nicole, the granddaughter from 2020, all grown up with two adorable children of her own. Stepdad Mike moves into the family home and bonds with little Max and Ella as they make new festive traditions together and share in the magical storybook gifted to them by their papa.

But chaos ensues when their DIY gingerbread house collapses and the children run off in tears. Mike stays up to reconstruct it and by morning, Max and Ella are happy once more. Not all heroes wear capes.

All proceeds from each download of the soundtrack “Love Runs Deeper” by Grammy award winner, Gregory Porter, will go towards the Make-A-Wish foundation.

Lidl

It seems futuristic Christmas ads are the way to go for 2021 and Lidl certainly got the memo. Set to the soundtrack of Rockin’ Around The Christmas Tree, the one minute Lidl ad starts in the present day with a family gathered round the table tucking into a festive feast with all the trimmings, popping the bubbly and carving the turkey.

The second part cuts to the same scene only this time it’s set decades in the future. Some family members have moved to the moon, they’ve got a cutting-edge laser to carve the turkey, levitating plates and in a plot twist, their pet dog can now talk and even ask for a pig in a blanket.

The final scene leaps even further into the future with the same family still enjoying Lidl’s delectable Christmas spread and getting into the intergalactic spirit of the season, featuring a novelty Christmas jumper we can’t help but want.

Lidl marketing director Claire Farrant, says of their festive ad offering, “After a challenging couple of years, the nation wants to look forward, not back, which is why we’ve set our light-hearted ad decades in the future.

“Given our commitment to always be ‘Big on quality, Lidl on price’ this year we wanted our Christmas advert to show that we really do mean always, no matter what the future has in store for us!”

Aldi

Anyone else over here casually having kittens about Kev the Carrot’s whereabouts?

This year, Aldi are starting a new animated tradition with… Ebanana Scrooge – a beggy banana who really, really wants to meet Santa. It’s giving 2020 with the banana thing, ngl.

Whilst ditching our Kevin the Carrot for Ebanana Scrooge isn’t exactly festive (nor forgivable) we’ll see if they redeem themselves when the full ad hits our screens. There’s hope for Kev’s safe return, yet. For now, here’s the 20 second trailer.

TK Maxx

It’s serving big Love Actually vibes. Six seconds in and someone is cutting onions because that little girl with the wand is everything.

School boy Laurie takes to the stage, nervous at first due to a digitally distracted (read: rude) audience who clearly have very little faith in a) this festive comeback concert and b) the power held in the toe of those teal ankle boots. Give ‘em hell kid!

A penny for more of our thoughts: Finding a matching pair of anything in TK Maxx… It really is a Christmas miracle.

Sports Direct

Jack Grealish in a white fluffy East 17 coat is the Christmas cameo we were holding out for and Sports Direct delivered. They win. Featuring a stellar cast of sporting legends from Jordan Pickford and Emma Raducanu to Jessica Ennis-Hill and golfer Andrew ‘Beef’ Johnston, the one-minute ad captures the essence of what Christmas is all about. Read: snowball fights, fistfuls of Quality Street and family members who refuse to play games with you. Our only grievance: it needed to be longer.

If the festive period wasn’t already magical enough, then a tiny present every morning in December certainly goes a long way to help- that’s right, we’re talking advent calendars, people! And whilst these 12 or 24 tiny boxes of joy are truly supposed to be a fun part of the run up to Christmas, choosing a luxury advent calendar to invest in from the endless variations now available can actually be a little overwhelming when the options feel so endless. If you’re in need of a little help deciding, you’ve come to the right place …

From beauty to alcohol, foodie treats to creative pastimes, there are tiny versions of everything good in life to help the overwhelm of December feel that tiny bit more manageable. Self-care at Christmas? Check! 

From Love Honey to luxury cocktails, Fortnum and Masons to Friends, and of course the classic Colin the Caterpillar Advent Calendar (who could forget…), keep scrolling to browse the creme de la creme of luxury calendars available in 2021. 

Psst: If glam is your thing, check out our run down of the beauty Advent Cals to add to basket ASAP here …

For The Foodie

For a Very Wholesome Christmas 

For The ‘Just One More Drink’ Person

For The ‘Under The Sheets’ Lover

For The TV And Film Fanatic 

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If you’re sitting there twiddling your thumbs, wondering what the hell to do with yourself now you’ve binged the entirety of You Season 3, then allow the latest Zoella book club pick to fill the Love Quinn shaped void for you.

Paula Hawkins, author of best-selling global hit The Girl on the Train, is back with her latest novel A Slow Fire Burning and it is every inch the addictive and terrifying psychological thriller we’d hoped for.

Featuring nosy neighbours who just love to tamper with a crime scene, a grotty canal boat and plot twists that only a clairvoyant could see coming, it’s an iconic cocktail of murder, revenge, whodunit mystery and complex female characters. Need we say more?

Keep reading to see how the team rated this eerie and epic Hawkins masterpiece.

But first, a reminder of the blurb.

‘What is wrong with you?’

Laura has spent most of her life being judged. She’s seen as hot-tempered, troubled, a loner. Some even call her dangerous.

Miriam knows that just because Laura is witnessed leaving the scene of a horrific murder with blood on her clothes, that doesn’t mean she’s a killer. Bitter experience has taught her how easy it is to get caught in the wrong place at the wrong time.

Carla is reeling from the brutal murder of her nephew. She trusts no one: good people are capable of terrible deeds. But how far will she go to find peace?

Innocent or guilty, everyone is damaged. Some are damaged enough to kill.

Look what you started.

From Fair Isle to fluffy, gingham to gaudy and the classic traditional styles in between, there’s no shortage of patterned and printed pyjamas to curl up in with a takeaway this cosy season. And with the big day itself less than 2 months away, it’s certainly time to get browsing this year’s selection of festive pyjamas if you want to get your money’s worth and a chance to show them off in all their glory for as long as possible.

So whether you’re a PJs all day on the 25th kinda family or you simply retire into your well-loved loungewear post-roast dinner, keep scrolling to see Team Zoella’s picks of the creme de la creme of Christmas PJs! Spoiler: no sexy pyjamas in sight. Comfort = EVERYTHING around these parts.

Darcey

I love, love, love this time of year and Christmas PJ’s! Admittedly, I wear Christmas PJ’s from September all the way through to May/June when it gets too warm for them. I love a tartan set and Boux Avenue have some right crackers, especially this pink and red set which I loooove! Chelsea Peers are always a firm-fave for PJ’s, I’m obsessed with this set from ASOS too with the celestial print. Always need a pair of slippers too this time of year!

*Boux Avenue, Red and pink gingham pyjamas in a bag, £30 | Chelsea Peers, Merry Mountains Classic Pyjama Set, £35 | *ASOS, celestial print pyjama set in cream & blue, £36 | *Marks and Spencer, Suede Mule Slippers, £19.50

Lareese

Now you’re talking my language. I wear Christmas PJs all year round (and loungewear too of course, duh). Why wouldn’t I wear a reindeer robe or a set of elf-adorned PJs in March just because it’s not seasonally appropriate? That’s madness. Christmas PJs deserve ALL the love and that’s exactly why I rotate mine on the 365. Yep, I’m one of those people who wear full-length PJs in the height of summer. As for loungewear, it’s basically a synonym for glorified PJs / house clothes, isn’t it? Again, I’m a simp for comfort so bury me in sweatpants.

Yawn, Treetops & Tales Organic Twill Pyjama Set, £89 | *Jigsaw, Shearling Slipper, £80 | *Nap, Vintage Silk Pajama Set, £132 | *Jigsaw, Little Paisley Cotton Flannel, £75 | *Boden, Vanessa Cosy Bottoms – Ivory, Rainbow Trees, £35 | *Future Self, Acid Wash Hoodie in Burnt Orange, £58

Danielle

I usually go balls to the wall when it comes to Christmas PJs and I absolutely carry on wearing them all year round. I’ll pick up anything from chich and subtle to full-blown novelty traditional so I’ve picked two options depending on how festive you like to remain whilst you sleep. I’m actually in need of a new pair of slippers and these Oliver Bonas look like I’ll be stepping into a cloud! Also added a hot water bottle because 9 times out of 10 I don’t actually need to turn the heating up I just need a little heat help.

*Boux Avenue, Spot satin revere pyjama set, £40 | Chelsea Peers, Curve Mistletoe Boxy Button Up Pyjama Set, £42 | *Oliver Bonas, ONAIE Butterfly Embroidered Brown Sheepskin Slippers, £39 | *Marks and Spencer, Alphabet Hot Water Bottle & Mask Gift Set, £17.50

Charlotte

If there’s one thing and one thing only we can take from 2020 (let’s be honest there’s too much we would want to carry over) then the ability to wear loungewear and pyjamas at all times would 100% be it. Considering the amount of time I spend in my comfies I think a more spenny pair is actually justifiable, and these iconic ones from Sleeper are what DREAMS are made of. A more budget-friendly (and realistic purchase) is this striped leggings and top set from Boux Avenue which is giving me 11/10 elf vibes and I love it!

*Boux Avenue, ‘Nice-ish’ red stripe henley pyjama set, £35 | *Net-A-Porter, SLEEPER Feather-trimmed crepe de chine pajama set, £245 | Hush, Joy Flannel Pyjamas, £59

Maddie

If I could live my entire life in PJs and loungewear I would, actually I basically already do. Loungewear becoming acceptable outerwear was one of the best things to come out of the pandemic as far as I’m concerned. I absolutely love that high street brands like H&M are bringing chic styles in luxe materials at affordable prices, win-win. When it comes to Christmas PJs this year I only have one thing on my mind…how can I get mini-me versions of everything!

*H&M, Fine-knit cashmere jumper, £79.99 | *H&M, Knitted cashmere trousers, £79.99 | Next, Pink Matching Family Womens Hohoho Pyjamas, £28 | Next, Pink Christmas Matching Family Kids Hohoho Pyjamas, £12 – £19 | Next, Matching Family Kids Check Christmas Sleepsuit, £10 – £11 | Next, Red Matching Family Womens Check Pyjamas, £38

Holly

I have two whole draws full of Christmas Pyjamas at my house and I’ve just brought some more to add to my collection. Keep the festive spirit going all year round I reckon. For ultimate comfort, I’ll go for a classic long set. The Chelsea Peers ones are sooo soft and fit perfectly. You’ll find me with an extra-large onesie or blanket wrapped around me for the whole of December too. Big fluffy socks and slippy’s and I’m ready for the truck load of mince pies making their way to my mouth.

Chelsea Peers, Garland Button Up Long Pyjama Set, £42 | *One Piece, THE NEW PUPPY JUMPSUIT NAVY, £169 | Next, Suede Mule Slippers, £20 | *John Lewis, Slipper Socks, £4.50

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Whilst for many of us the Christmas season and its endless buffet dinners, chocolate boxes and ‘go on just one more’ glasses of mulled wine are a reason to look forward to the festive period, for those suffering with an eating disorder or disordered eating in general, it can be a more testing time than ever for their mental health. Dr Prathiba Chitsabesan, NHS associate clinical director for children and young people’s mental health says –

“Living with an eating disorder is a constant struggle but Christmas can be particularly challenging with an increased focus on food, drink and big get-togethers, while the added pressure of New Year resolutions and the bombardment of weight loss messaging is just around the corner.”

Dr Prathiba Chitsabesan

We checked in with Psychotherapist, Author, Personal Empowerment and Transformation Coach, and Founder of The Recover Clinic, Emmy Brunner, to learn more about coping with an eating disorder in the run-up to Christmas, and gain some invaluable advice for not only making it through this period but also making it as enjoyable as possible. Emmy founded the Soho based Recover Clinic back in 2004, and since then she and her team have treated and worked with thousands of patients to “heal their trauma, eating disorders, anxiety, depression, personality disorders, low self-esteem and other mental health conditions or destructive behaviours, cycles, and patterns.” Here’s what she had to say about taking care of yourself and managing triggering eating disorder behaviours this Christmas…

Those with restrictive eating disorders may feel the need to control their intake before the festive period, whereas those with binge eating tendencies might find it difficult to control their need to overeat in a season so focused on food. How can those behaviours be managed to help an individual feel more in control and less as a victim of their ED?

If it feels manageable, it may be helpful to adapt your meal plan to include festive foods, rather than only your usual foods.  Find out what will be cooked and roughly when in advance. Allow time to talk over the plan with your therapist/nutritionist. Share this plan with someone you trust who will be with you over Christmas so they can help you, and others, stick to it. Be proud that you have been so well prepared! 

What are some tangible steps those suffering with an ED can take to make the Christmas period feel a little more manageable?

1. Focus on maintaining a structure to your food of 3 meals a day and snacks but give yourself permission to eat things that your ED wants to demonise.
2. Plan ahead for difficult and challenging social situations by making sure you have support in place either before or after. Are you able to text a friend for support or drag a good pal along to something with you? Sometimes we just need someone close to us to know that we’re struggling in order to better cope with a difficult scenario.
3. Be kind to yourself. This is always the answer to difficult times in life I find. We so often overlook the impact that being a little more patient and compassionate toward ourselves can have. Your ED might not disappear over the holiday season but it doesn’t completely hijack your enjoyment. What else do you love about this season? What’s your favourite movie? Christmas jumper? Game to play? Focus on those things too.
4. Put in boundaries. Considering what we need at this time of year is so important. If you know that being around certain people or family members is going to be painful and triggering for you then put boundaries in around your exposure to them. 
5. Don’t isolate yourself. The ED loves to isolate people and it’s up to us to gently challenge this. Think about ways of staying connected to people and experiences that you love to keep you from withdrawing and feeling lonely..

How can family and friends support someone struggling with an ED this Christmas? 

For those struggling themselves, know who from your support network will be available, as during the festive period they may have their own plans. This will help you to feel more comfortable reaching out, rather than worrying about disturbing anybody. 

Are there any resources or helplines available for those needing support and feeling isolated during the Christmas period itself?

Our Reframe and Rise up Facebook group is facilitated by clinicians and coaches and is a great free resource for people that are struggling. You can also read Find Your True Voice which offers you a step by step guide for starting recovery on your own.

Christmas can also be difficult for those in active recovery from their eating disorder. Do you have any helpful affirmations or phrases of encouragement for those challenging their ED’s over Christmas?

• Did you know that you are worthy of love and respect because you are a human being and this isn’t based on who you might think you are or how you might have behaved in the past?
• Did you know that your ED is a strategy for coping with difficult life events and emotions and that if you develop new ways of coping you will be able to leave your ED behind?
• Although it might be impossible for you to imagine recovery, it is possible and you are not the exception.
• Useful affirmations: “I accept myself”, “I am safe”, “I am worthy of kindness”.

Eating in front of others is often difficult for those who struggle with food, which is made particularly difficult during the incredibly sociable Christmas period. How can someone manage situations like this which are out of their control? 

Give yourself as many positive affirmations as you can before going into these situations. Often our unwell voice will try to control and manage these situations which draws more attention to us, thus increasing our anxiety. Keep reminding yourself that the unwell voice is trying to damage your relationship with yourself and food and wants you to isolate yourself, it’s not a voice you can trust. Consider how you would speak to someone you love in the same scenario and practice speaking the same way toward yourself.

Do you have any tips for dealing with insensitive comments from family members regarding food or dieting, especially those from older generations who are typically less aware of the impact ingrained in their perception of food by diet culture? 

Be mindful that the unwell voice will focus on insensitive, clumsy or even hurtful comments from people to support the negative narrative that it is telling you about who you are. If you feel yourself being triggered, give yourself permission to excuse yourself and walk away, take some deep breaths and re-engage if you feel comfortable. If you find that certain people don’t respond suitably to your cues or boundaries then ensure that you prioritise your wellbeing above anything else.

Opening up to those close to you about your eating disorder struggles can be really helpful in forming a close support system during this challenging time. What are some tips for making this conversation feel less intimidating? 

Be brave. The unwell voice uses shame to silence and isolate us but vulnerability is a Patronus to shame. The more we talk, the easier it becomes and the less alone and ashamed we feel. Please know that you are not alone and that there are those of us out here who know how you feel, have walked similar paths and can help you to find a way forward.

Don’t suffer in silence this Christmas, you can find Emmy and her wonderful resources on Instagram at @EmmyBrunnerofficial and @RecoverClinic, or learn more about their therapy services and groups at therecoverclinic.co.uk.

First off, how has your 2021 been?

Honestly? Both incredible and really tough. So many amazing things have happened this year, we fell pregnant with our baby girl due to be born in Jan, we opened our first flagship store in Cardiff city centre, launched in all stores at Urban Outfitters and went from 0 to nearly 200K followers on TikTok in under 6 months which has been insane. But also with rapid growth comes so much pressure, especially when you’ve never run a business or do any marketing/finance/logistics so you are learning on the job and have to learn fast. We also have 15 employees now, when this time last year it was only me and Ronnie (my finance). Running a business is a roller coaster, the pressure is intense!

Can you tell us your background before starting Mallows?

I have always been fashion and clothes obsessed, so did a Fashion Design degree at Bath and then after graduating I went to work for Dune as an accessories buyer in London, I absolutely loved buying and designing accessories, however buying for a customer with a totally different taste to you is hard, I loved working on the bright fun pieces, and introduced as much pink as I could get away with, I love that my whole range is pink and fun now! I actually got into skincare as when living in London developed severe acne, and just become obsessed with buying, testing and trying products to try and cure my acne myself, as everything prescribed to me didn’t work, my skin is very sensitive so I ended up with raw burnt skin a lot, which I was so fed up with. I would stay up all night researching ingredients and products, and seeing how they worked on my skin. I ended up finding out over the counter ingredients that worked for me and wanted to put them all into one face mask/product and that’s really how Mallows Beauty was born.

What inspired you to go it alone and start your own brand?

I wondered how many other people like me had made themselves feel so inadequate due to this, I literally felt like I was dirty, that I couldn’t go out because of my spots or skin texture, when actually I was totally normal. It really affected my mental health and made my anxiety so bad, I would panic before going into meetings thinking everyone would be talking about my face as soon as I left. So I thought there needed to be a brand that was 100% real, real skin, real bodies and real people – with products with actual real results, not just trying to sell something that wasn’t possible.

So many brands say they can shrink pores, when scientifically that just isn’t possible. So Mallows Beauty was born, it is important for me to have positive wording on the packaging that’s going to sit on your shelves, to remind you throughout your day that you are amazing, we also use lots of body-positive imagery on packaging to again remind everyone that you are normal and beautiful! We donate 5% of profits to mental health charities, and 100% never ever edit any photos, I love it when models flaunt their spots, cellulite etc as that’s what we are all about.

How do you describe Mallows Beauty to new customers and what is your mission statement?

We are the ultimate destination for self-love and we aim to make you glow, inside and out. We are all about the real; real skin, real bodies, real people, and products with real results. All my products are vegan, made in the UK and we donate 5% of profits to mental health charities. Self-love, inclusivity, body and skin positivity is woven into everything we do as a brand, it’s not just a campaign we are running to tick a box, it is everything we are about, our foundations and our goal as a brand, to encourage everyone to love themselves for who they are.

What’s the process like for creating a new product?

What do you use the most from all your products, any holy grails?

Toughie, as before becoming pregnant I would use my pineapple enzyme peel mask religiously, it was the only thing that kept my breakouts under control and helped my scarring, but I can’t use it now I’m pregnant (and why I started to develop a pregnancy range for mama’s to be)! Now I am obsessed with my body butters, watermelon is my fave (I am watermelon obsessed) and my watermelon body scrub, I haven’t got one stretch mark and I am putting it down to using these two! 😊

What have some of the challenges been whilst creating products and running your own business?

If I am honest, cash. I run Mallows Beauty alongside my fiancé and business partner Ronnie, we have funded Mallows beauty 100% ourselves through lots of different loans and reinvesting everything back into the business, we actually haven’t paid ourselves for the past 18 months! So we have to be very careful about which products to launch as the risk is on us and we have a limited pot of cash to use. I feel like that is the only thing that holds us back, otherwise, we could have a huge range and use loads of influencers to promote. But we have to be very selective and very careful about where we spend our money – small business issues! Both of us aren’t from a finance background either, so managing cash flow has been one of the toughest things, especially as the company has grown so rapidly.

How much of your growth do you owe to social media marketing, especially TikTok? (which is brilliant by the way!)

Aw thank you! A huge amount!! It is really what has made us so successful, especially TikTok, we get most of our sales from TikTok. It’s incredible as you can post one video, it goes viral and then you get 100’s of orders. You just reach a new audience all the time, which you don’t get with Instagram or other social media channels really. However, my IG following is really dedicated, loyal and supportive. I honestly feel so lucky to have such amazing followers, business can be so tough, and I have had some really hard weeks and my lovely followers have kept me going, boosted me when I’ve needed it most!

What’s next for Mallows Beauty?!

So much! We are launching with a super exciting retailer this month, which I am planning on spilling the beans on during my takeover. We have so many new ranges in the works like my pregnancy range, cleansers, face moisturisers, hair masks – so the full 360 beauty experience! We are also planning on launching 5 more stores next year around the UK, so watch this space!! 😊

What does your perfect weekend look like?

To be honest, it might sound boring but a really chilled one as my life is so full-on and hectic, and I work too much. So me and Ronnie love to have a ‘lock-in’ in where I switch off my phone, movies snuggled up on the sofa, and lots of food…I LOVE food. So pizza, baked cookie doughs and a roast dinner on Sunday. And then have long walks on the beach with Artie, especially in winter with a big coat on. YUM.

What do you always carry with you?

Not sure if this counts but Artie, who is a cavapoo but thinks he is human. He literally comes with me everywhere I go, even to external meetings – the best perk of working for yourself!

What would your last ever meal be?

Large Dominos pizza (all for me, no sharing) – half margarita, half chicken with veggies, stuffed crust of course. Aaand my mum’s home-baked scones for dessert, probably followed by some carrot cake (my pregnancy obsession).

What is one positive piece of advice you could give to our audience?

Know your worth and don’t tear yourself down. We are all programmed to criticize ourselves to push ourselves forward, but complimenting yourself and focusing on your strengths will have the same impact. I spent too long in my life hating myself, and it got me nowhere.

Laura Mallows

Start by giving yourself a cheeky compliment everyday and build it up, focus on what makes you, you. There is only one of you and you are incredible. You need to be your own cheerleader, not your worst enemy. Believe and love yourself, you’re wasting your life if you are spending it hating yourself.

Whilst it might technically still be October for another few hours, once the clock strikes midnight and November 1st is upon us, Mariah Carey will begin to slowly defrost, fairy lights across the globe will be turning on and staying on, and the countdown to the 25th December officially begins! AHHH. Whether you’re renting, living in student accommodation or simply want an easy and fuss-free way to get into the Christmas spirit with minimal effort, festive bedding is one of the easiest ways to add some magical, Christmassy fun to your home, all without breaking the bank. 

From Dunelm to Very, John Lewis to Made, there are endless online and IRL stores stocking the creme de la creme of Christmas decor for the bedroom, making the most challenging part of the festive months deciding which set to put on first …

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Chin chin b*tches, pints of Pimm’s and endless Aperol Spritz might be behind us this season, but there’s something about autumnal evenings in a candlelit bar or fireside in your local pub that oozes sophisticated, romantic vibes. As the evenings draw darker and the clocks fall back, the time for red lips, 30 denier tights, bundled up scarfs and flirty ankle boots is here, and is anyone else completely overjoyed about it?!

Whether you plan to sip a glass of red with the girls or a warming mocktail with a date (or two), nailing a seasonally appropriate look that is both weather appropriate and dressy enough to show 2020’s lockdown who’s boss is a simple pleasure of the cooler months that needs shouting about. If the draw of a cosy, intimate evening with your nearest and dearest at the coolest spot in town isn’t enough, the magic of your sophisticated autumn outfit will be.

Lareese

Probs a bit OTT for evening drinks but we move! I’m doubling up on the croc with boots and an oversized blazer over this puff sleeve floral dress. Whack on a red lip and I’ll be ready to sip a few sparkling wines (read: slam a few tequilas).

Zara, FLORAL PRINT DRESS, £29.99 | *Boohoo, Block Heel Croc Knee High Boot, £45 | *Weekday, Rumi Croco Blazer, £70 | Zara, SHINY SHOULDER BAG, £49.99

Danielle

Loving a bit of khaki and black for this upcoming season, and even though I’m yet to purchase a pair of knee-high heeled boots, I keep dreaming up outfits featuring this Dune pair. The silky satin midi skirt trend is yet to go anywhere so people probably have one of these in their wardrobe from last season, thrown on with some simple knitwear, chic black handbag and THE boots. Topped off with chunky gold jewellery, Zara has some really different bits in at the moment I’m loving!

*Mango, Midi satin skirt, £49.99 | *H&M, Knitted jumper, £17.99 | *H&M, Gathered shoulder bag, £24.99 | *Dune, SPICE – Black Pointed Knee High Boots, £195 | Zara, PACK OF LINK BRACELETS, £14.99 | Zara, SQUARE DANGLE EARRINGS, £14.99

Holly

Does anyone else struggle with dressing nice but warm in winter? Because I HATE being cold but I also hate tights so we’re in a bit of a predicament. I have a black jumpsuit similar to this one which I think will make a few appearances these crisp nights and can wear different accessories every time to switch it up but honestly I’m lost. I’ve wanted this Kurt Geiger bag for years so maybe this is the year I treat myself.

*Silk Fred, Kimono Knot Top Culotte Jumpsuit, £45 | PrettyLittleThing, BLACK STRAPPY GLADIATOR POINT TOE HEEL, £30 | *Anthropologie, Set of 3 Aimee Claw Hair Clips, £22

Darcey

I love an evening drinks look, getting dressed up just always makes me feel good and it’s fun to let your hair down! I’ve gone for a leather blazer look, with some black straight jeans and an off the shoulder top. Paired with some green accessories to give it a little edge (anyone else obsessed with green at the moment?) and some gold hoop earrings!

*Marks and Spencer, Roma Straight Leg Jeans, £35 | *Marks and Spencer, Faux Leather Blazer, £59 | *ASOS, NA-KD cut out detail one shoulder top in black, £16 | *ASOS, Healing mid heeled mules in green, £55 | Azurina, ‘Amalfi’ Green Chain Strap Cross Body Bag, £120 | *Missoma, Medium Braid Hoop Earrings, £110

Charlotte

I. Love. Evening. Drinks! Any excuse to get dressed up is 100% something I’m down for (the novelty still hasn’t worn off after lockdown) and a sexy red lip and glass of wine is my idea of heaven. I’ve gone for a chic, black number from Warehouse which gives me mega Alexa Chung vibes so of course I love it. I recently got a pair of second hand knee high boots and now want to replace my entire shoe collection with other variations of them and this pair from Nasty Gal are AMAZING. Will be buying ASAP.

*Warehouse, Flute Sleeve Diamond Trim Shirt Dress, £69 | *Nasty Gal, Faux Leather Contrast Knee High Heeled Boots, £59 | *Glossier, Generation G sheer matte lipstick, £14*Selfridges, ROOP Upcycled Furoshiki satin bag, £75

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First off, how has your 2021 been so far?

It’s been an interesting year, but all good so far. I have been working on so many small magic projects this year, all of which will be leading to some much bigger things in 2022. Some really exciting things to come!

Can you tell us about your interest in Tarot Card reading and how you decided to get into the practice?

What is the process like for reading someone’s cards?

It is magic! There is an energy exchange, you, as the reader, are acting as the channel for the messages. You can tune into their energy by asking the cards to read for them. Or some tarot readers allow people to touch the cards themselves. You will agree on what type of reading you will be performing, so what questions or areas you will cover and how many cards will be pulled etc. Once the cards are pulled and laid out, you go through each card explaining the meaning and intuitively what messages there may be coming through for them. It is such an honour to be able to have this gift and do readings for people. I get such a buzz from it.

Do you share both positive and negative information regarding someone’s cards?

For me, the idea of working with the cards is not about seeing negative, or strictly only positive meaning, but it’s about tapping into your intuition, it’s often bringing to the surface what you already might ‘have a feeling’ about, that gut feeling, so it’s more about clarity. Or just that little needed nudge in the right direction, and how you might navigate things. 

How often do you read your own cards?

What do you hope are the main takeaways for someone after having their cards read?

To come to a reading open-minded and leave with clarity, direction, and some positive actions to take forward. I always go back over the reading and summarise what’s come up, how the cards are connected and what might be the key standout takeaway or message. I follow up my readings with a written explanation and image of the cards. Some clients find that readings make more sense a few hours, days or even weeks later.  So, they have this to refer to whenever they would like.

What are some common misconceptions people have around Tarot Card reading?

There are actually quite a few myths around the practice of tarot. Firstly, that tarot is about predicting the future. This is not how I practice, I believe we do not have a set future, decisions we make each day will alter and shape the path we’re on, so the cards cannot then tell us what will happen to us.  Other myths include you’re not meant to buy your own tarot decks. I mean this is a very ancient tradition, and you CAN absolutely buy your own cards, and there are so many beautiful decks out there! Also, that you need to be a witch or psychic to read cards. This is also not true; anyone can read cards. It is learning about intuition, opening your mind, and having fun with it.

What’s next for you in terms of tarot, are there other levels to get to or other decks to explore?

For me it’s always about going deeper into intuition, working, and connecting with my gifts. I do this through tarot and my other witch practices. I also love to work with a couple of decks at a time. I find they have their own personalities and then have their own way of presenting readings. I love to experiment with the decks and their ‘attitudes’.

What’s the best experience you remember giving someone after reading their cards?

Some of my favourite readings are people’s first ones. People can be nervous about their first reading but when they feel into it and see how positive and illuminating it can be, it’s so wonderful to see how they open up over the reading.  I have had some people have quite strong realisations in readings, and to be part of that process is amazing.

What does your perfect weekend look like?

My perfect weekend would include a long walk in nature or along the coast, blasting away the cobwebs. I love this time of year for that. Having time to make up some products with essential oils and herbs, I can get totally lost in making products. Also, spell work, this is a real passion for me. Meditation, reading, popping out for coffee, and seeing friends and family is all the lovely things I like to enjoy at the weekend. This all keeps me grounded, and when you’re working with intuition this is really important.

What do you always carry with you?

I always have a crystal with me. It might be in my bag, in my pocket or my purse. I work with crystals in many ways and when I am working with one in particular than I like to have it close for its energy.

What would your last ever meal be?

Oh wow, that’s hard. But if it had to be one meal, I think it would be a roast dinner, followed by apple crumble and ice cream. Has to be ice cream, not custard.

What is one positive piece of advice you could give to our audience?

Trust your gut feelings. Your instinct, your intuition, will not lie.

Follow Sim on Instagram here and check out our We Tried: Tarot Card Reading article with Sim here!

Whilst the ye olde classic chocolate advent calendar certainly has its benefits (a sweet treat before 8am? Don’t mind if we do), there’s nothing quite like the thrill of a more substantial, shall we say, advent calendar to make every morning in December feel like Christmas Day itself. And we know what you’re thinking, Halloween has yet to come and go, but if you wish to be on the ‘it’ list of exclusive beauty advent calendar owners in 2021, it’s time to get with the programme because these bad boys sell out FAST.

From Liberty to Jo Malone, Charlotte Tilbury to Birchbox, beauty brands far and wide have jumped on the advent calendar hype and granted every make-up and skincare lovers wish for a delightful treat during the most glitzy month of the year. Whether your S/O or bestie has earned some serious brownie points, or instead it’s more of a ‘to me, from me’ situation, securing the goods early to avoid disappointment is essential in this magnificent realm of minis and magic. Keep scrolling to decide on your fave, and get adding to basket, stat!

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