FOUNDER'S JOURNEY
Founded in 2019 by Natalya Gordon, a Professional Permanent Makeup Artist with over 5 years of industry expertise, Forms London was born out of a personal quest for elevated workwear. After successfully establishing the esteemed Love Talya Clinic, both in London and Dubai, Natalya identified a void in the market for high-end beauty workwear that didn't compromise on quality or style.
Driven by the belief that beauty industry experts deserve workwear that mirrors their caliber, Natalya embarked on a mission to bridge the gap between functionality and fashion. Forms London emerged as a result of her dissatisfaction with existing options and a vision to elevate the industry's sartorial standards.
At Forms London, we recognise that the women shaping the beauty industry should exude the same beauty and confidence they instils in their clients. Our brand stands as a testament to the fact that high-achieving business owners deserve workwear that is not only functional but also stylish, modern, and trendy.
OUR MISSION
"Embody Your Excellence" is more than a motto; it's a guiding principle. We empower women in the beauty industry to showcase their expertise with confidence through thoughtfully crafted, fashionable workwear.
OUR VISION
Forms London envisions a transformative shift in the beauty workwear landscape. Our aim is to disrupt and dominate an industry saturated with medically curated scrubs or outdated options. We're on a mission to reinvent the generic 'beauty tunic,' transforming it into high-end, stylish attire that women in the industry can wear with pride.
OUR STORY
2019
THE BEGINNING
Our founder began her journey as a Permanent Makeup Artist in the UK, quickly building a reputation for artistry, professionalism, and detail.
2020
SPOTTING THE GAP
Working daily in the beauty industry revealed a clear problem: women’s workwear was either clinical scrubs or outdated tunics, with little thought for style, fit, or confidence.
2021-2022
DEVELOPMENT BEGINS
Over 2.5 years were spent testing fabrics and refining prototypes — exploring blends, fits, and finishes to create garments that combined performance, comfort, and flattering design.
2023
DEFINING FORMS
Relocating to Dubai gave our founder fresh perspective. The name FORMS was chose — inspired by uniforms, the way our designs form the female silhouette, and the fashion term “form” used in garment creation.
2024
REFINEMENT & FEEDBACK
Prototypes were tested by fellow beauty professionals, whose feedback allowed us to refine the fit and function. This was also the year finishing touches were added — from puff prints to swing tags and woven fabric labels — ensuring every garment was perfected and ready for launch.
2025
LAUNCHING FORMS LONDON
In 2025, we completed our first e-commerce photoshoot in Dubai, capturing the Signature Collection ahead of launch. In September 2025, FORMS officially launches its Signature Collection — elevated workwear designed to empower beauty professionals
with confidence, comfort, and modern style.