The Little Book of Experts: Victoria Magrath
At Larry King London, The Little Book of Experts is our way of celebrating the brilliant minds and brands we are proud to stand beside. These are the people we genuinely admire, collaborate with, and wholeheartedly recommend.
Few embody that spirit more than Victoria Magrath.
A True Original
Victoria established Inthefrow in 2012 while completing her PhD in Fashion and working as a Fashion Marketing Lecturer at the University of Manchester. What began as a passion project quickly became a multi award-winning platform. Within six months, Inthefrow won Company Magazine’s Best Newcomer Blog Award, followed by Best Established Blog the year after.
Thirteen years on, Victoria remains one of the most influential fashion and beauty platforms in the UK - recently ranked as the top-rated fashion blog in the country, with a collective social reach of over 3 million.
Victoria’s authority extends far beyond digital. In 2018, she published her debut book, The New Fashion Rules (Harper Collins), which became a #1 fashion best-seller and reached #8 in the overall Amazon book charts. She has also worked as an ambassador for some of the most respected names in beauty, including Dyson Beauty, Clé de Peau Beauté and Armani Beauty - partnerships that reflect both her credibility and her considered approach to luxury.
With a PhD, a best-selling book and over a decade of beauty reviews behind her, Victoria doesn’t simply follow trends - she analyses, refines and elevates them.
Founder: The Next Chapter
After a five-year development journey, Victoria launched byfrow - a luxury make-up and lifestyle essentials brand designed for life on the go. Sleek, travel-ready, and intentionally elevated, byfrow reflects Victoria’s personal non-negotiables: performance, quality and thoughtful design.
The brand debuted with creamy, multi-tasking Pigment Pencils - lip liners in seven wearable shades - alongside The Lip Companion balms, formulated with hydrating ingredients and encased in 100% aluminium packaging.
The lip category was a natural starting point. Victoria has sold tens of thousands of lip products throughout her career and proudly calls herself a liner addict. After thirteen years of testing the best formulas in the industry, she set out to create the products she wished already lived in her own make-up bag.
The result is refined, considered and uncompromising - and this is only the beginning. One particularly unique product that inspired the brand remains in development, the result of years of trial, error and perfectionism.
Why We Celebrate Victoria
As a long-standing ambassador for Larry King London, Victoria has been part of our journey for many years - featuring in campaigns, championing our products, and consistently bringing her thoughtful approach to everything she touches. But more than that, she is a true friend of the brand.
For her wedding in 2019, Larry himself styled her looks throughout the night - creating multiple stunning hairstyles that complemented each moment from ceremony to celebration. Her signature hair colour journey has also been guided by longtime collaborator Amy Fish, Larry King Colourist, whose fashion-forward, precision colouring has helped shape many of Victoria’s most iconic hair moments over the years.
Victoria represents a new generation of beauty founders - educated, intentional, and deeply connected to their audience.
If you’re looking for expert-led beauty with integrity at its core, ByFrow is one to know. byfrow.com.