This week's video shines a spotlight on bgX, a revolutionary app taking the beauty industry by storm. Having launched across Dubai, London, Paris and the US, bgX is able to deliver beauty products and services to customers within 30 minutes thanks to its global partnership with Uber. This makes bgX the world's fastest tech beauty platform! https://uk.bgxme.com

It was a pleasure to have the opportunity to sit down with Paria Ghorashi, one of the co-founders of bgX, to discuss how the idea for bgX was born. With several premium beauty brands choosing to partner with bgX and Paria herself having won a loyal following of over 400,000 followers on Instagram, Paria acknowledges the essential role of social media in marketing and the importance of brand authenticity. She is also not afraid to give her refreshingly honest opinion on beauty bloggers and how this phenomenon has impacted bgX's marketing strategy.  

Before launching bgX with her husband Ali Rafi, Paria founded Blowout&Go, a leading hair and makeup services provider in the UAE. Paria very kindly offered me the opportunity to experience the B&G team's professional services for this video at first hand. I am pleased to say I join a list of very high-profile clients, including Nicole Scherzinger. Thank you Paria.