Box believes the experimental vibe that is transforming our attitudes to make-up can be wholly attributed to one person: "There was a tipping point and it was Amy Winehouse," she says emphatically. "A while ago she was absolutely the zeitgeist with her east London rockabilly look and I noticed the influence immediately. Chanel did a take on it at one of its shows, Italian Vogue did a take on it. Everybody took something from her look.
"Suddenly girls everywhere were going bigger with their eyes, their hair, their lips. But not in a Jordan way – it wasn't just sexy glamour, it had an edge and people were putting their own personality into it. In a short space of time, that has become so normal. For me, it was a massive turning point in people's personal make-up."
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