E.A.T.O.W initiative launches to drive diversity within the beauty industry

Global beauty expert and strategist, Eryca Freemantle, has launched E.A.T.O.W; an initiative ‘Embracing All Tones Of Women’ that drives empowerment and diversity within the beauty industry.

Eryca Freemantle

“E.A.T.O.W has been an idea I’ve had for over 15 years as I believe that diversity should be celebrated,” Eryca reveals. “I know the world loves beauty, so it’s imperative to cater to every ethnic group.

The purpose of E.A.T.O.W is simple; to support a change in perspective across the UK beauty space.

“I want to encourage brands and organisations to ask themselves whether they cater for all types of women, across areas including education, product development, media and the consumer.”

Eryca has partnered with Ria-Jaine Lincoln, who offers beauty and business expertise, to implement E.A.T.O.W’s mission.

The initiative is supported by a number of partners, including Olympia Beauty, Salon Services and Book In Beautiful, and Eryca and Ria-Jaine work closely with Crystal Emmanuel, director of Celebrity Creations Management, and Katie Godfrey, director of the KG Salon franchise.

“We partner with organisations and individuals that have the same vision as us; to support the beauty industry and empower, educate, support those that seek change,” Eryca reveals.

E.A.T.O.W Champions

The initiative boats a number of ‘Champions’; those that have been active in the beauty industry for over five years and eager to make a difference to its diversity.

The Champions, who include Ian Archbold – Olympia Beauty show director, Kirsty Meakin – internationally renowned nail artist and Chioma Onwutalobi – CEO and publisher of Glam Africa magazine, speak at E.A.T.O.W events and offer their services to members with a discount.

How it works

E.A.T.O.W runs a global membership scheme, whereby every individual that joins will be offered opportunities to expand their knowledge, meet new people and immerse in key conversations surrounding inclusivity in beauty. There are two membership options available: E.A.T.O.W Start-Up and EATOW Enterprise.

“All members of the E.A.T.O.W platform will have automatic access to bi-monthly events, which will include top industry guests, speakers and panellists discussing all things business and beauty,” Eryca reveals.

“I would love to see E.A.T.O.W be a globally recognised initiative, with members and awareness in at least 100 countries,” Eryca reveals.

“We hope that it will change lives and ways of thinking by supporting business relationships and partnerships.

“I have witnessed so much change in the beauty industry in the last 30 years, including a new-found confidence in individuals who are embracing their love of beauty and starting businesses. I want them to become E.A.T.O.W members so they can get the support, advice and knowledge they need to succeed and expand their perspectives.”

To find out more about membership, visit www.eatow.co.uk

Read the full story and interview with Eryca in the April 2019 edition of Scratch magazine.