Daisy Hoppen is a London-based publicist and one of the most trusted names in the fashion, art and culture worlds. Her personal style is just as esteemed – dark, romantic, a little bit gothy. Her approach to beauty is simple: stick with what works, find comfort in ageing and, when in doubt, look to Susie Cave for inspiration.

How do you define beauty?

I don’t believe there is one definition of beauty – it’s very much in the eye of the beholder.

What’s your earliest beauty-related memory?

Using my mother’s lipstick – very badly – both on my face and on the walls.

What was your earliest beauty influence?

I was never hugely drawn towards makeup, but I loved hair and having my hair brushed. Despite being one of four girls, makeup never played a huge part in our lives.

Talk to me about beauty PR — what does a brand need to resonate or cut through these days?

We are not a traditional beauty agency, but I think what is interesting is that no one is  just interested in beauty, fashion, art or culture separately – we try to have a point of view across all of these worlds. We like to create authentic communities around brands and clients who can become their friends and supporters. I feel more than ever that a brand needs to have a singular vision, and product that is unique to themselves.

What’s your personal philosophy when it comes to beauty?

I am terrible at beauty for the most part – I keep things very simple. I am also very loyal, so when I find something that works, it’s a ‘forever’ thing for me.

Have you found that time and ageing has evolved this in any way?

Ironically, I feel more comfortable in my skin and body now in my 40s than I did in my youth. I don’t really enjoy my grey hair but aside from that I feel okay.

What about motherhood and welcoming your daughter?

I have more lines on my face, and less time to do push-ups and Pilates, but in reality, you spend so much time running around after children – it keeps you fit. I am also more of the mindset that I want my daughter to be happy in her own skin and not dwell on ‘definitions’ of what beauty is.

How do you feel about growing old?

I am absolutely fine about growing old, but health is wealth and something that I am more preoccupied with now in my 40s. NEKO health [a preventative full body health scan] was a really interesting moment for me this year.

How do you feel about cosmetic procedures and ‘work’ that interfere with ageing?

Each to their own. I would be nervous of anything too strong, and personally find the fillers/lips not really my world, but who knows… Maybe one day I would feel differently.

What do you feel is your most beautiful feature?

Maybe my hair or teeth? But perhaps ask someone else for me – I don’t think I am the right person to ask.

Alternatively, do you have any beauty hang ups?

So many. I am actually very shy and self-conscious for the most part.

What’s one beauty lesson you wish you could tell your younger self?

It’s ok, you will get some confidence in years to come.

Do you have a beauty icon?

Susie Cave, always and forever.

What catches your attention when you look at someone you think is beautiful?

Their eyes, smile and skin.

What makes you look and feel glamorous?

Diamonds and a blow dry.

What is the first thing you do when you wake up in the morning?

Put my contact lenses in and brush my hair.

And the last thing you do before you go to bed?

Take my contact lenses out… and brush my hair. These rituals seem to bookend my day.

Do you need much sleep?

I think we are all meant to need lots of sleep but I’m well acquainted with insomnia – having a baby wasn’t too scary for me, actually. This week alone I have worked five nights on top of my day job, so sleep is illusive right now.

Can you tell me your top five skincare products, and why you love them?

As mentioned, I'm very loyal to what I think works for me and my routine. I tend to stick with Emma Lewisham. My favourite products are the Skin Reset Serum, Supernatural Blemish Serum, Illuminating Oil Cleanser, Sunceutical SPF Mineral Glow Serum to give me some colour, and the Supernatural Crème Riche. I also love some Elizabeth Arden lip salve.

What about hair care – you have the most incredible length. What products do you credit for its health?

Rarely cutting it, washing it once a week and never really dying it.

Who cuts it?

No one really – I only get it cut when I have to… but I would probably let Josh Wood touch it.

What’s your favourite lipstick?

I really like the MERIT ones, they have a lovely selection of colours.

What’s your signature scent?

To My Ships Of the Gods. I wear it religiously.

What does it smell like; why do you love it?

It has a historical but clean feel to it – its leafy, has hints of citrus and polygonum. I feel like it works for me and my skin. I also use the deodorant, I could never go back to a cheap antiperspirant.

What's the most unusual beauty habit you have?

I do very little. I rarely get manicures – is that unusual? Probably for my industry.

What’s the one beauty product you always have on your person?

Perfume. I am otherwise quite low maintenance.

Can you share your wellness rituals?

Nothing fancy, but I always take my makeup off and remove my contact lenses before bed. I body brush when I remember, and always take magnesium in an attempt to support my sleep. I really enjoy getting Banyas (Russian saunas) and reflexology on a Friday night when I don’t have to go out, too. I like cold spoons on my face when I’m tired, and I believe in good sheets. Preferably from Tekla.

What is the strangest thing you’ve done in the name of wellness?

Maybe not the strangest but going to the VIVAMAYR Medical Health Resort in Austria with my Mother was a really amazing experience.

Do you have a wellness vice?

Reflexology with Jessica. We do it at home.

How do you indulge yourself?

Blow drys, Banyas and Thai massages.

What is the last beauty product you recommended to a friend?

Emma Lewisham, as it genuinely works. It’s also great for friends who are pregnant or sadly unwell – the entire line is pregnancy and cancer treatment safe which makes it a very meaningful gift during challenging times.

And the last product you bought because you were influenced?

Gucci Westman products. Claire Goodwin recommended them and I always trust her.

What beauty spots in London do you recommend to friends visiting?

Jasmina Vico for facial treatments or Clarridges for something out-of-this-world amazing in the spa.

What’s the most London thing about you?

I sometimes do my makeup on the bus, tube or the back of a taxi. There’s no time at home in the mornings.

What film do you think has the greatest beauty moments?

Oh, Funny Face with Audrey Hepburn is pretty amazing. I also love Sense and Sensibility with all the Dashwood sisters doing their hair and getting ready for balls together.