Gaynor Matthews


With over 25 years experience working with start-up businesses, our founder Gaynor had a lightbulb moment in 2016 and decided that Wow How was to be her next venture. Having been part of a successful telecoms business, which was eventually sold for £17 million in 2014, she has a wealth of experience in curating ideas which offer longevity and a real point of difference.

She says of Wow How: “I’d personally reached a milestone age and realised I’d not changed my makeup style in over 30 years. My skin and features were now different, and yet I was doing the same technique day in day out which I’d learnt from magazines in my teens. This got me thinking and I saw a need in the market for a tool that would help me refresh my look and technique, without having to undertake timely and often intimidating appointments in store. The key problem I personally felt was that I didn’t know what colours were best for my skin tone and then how to apply the makeup correctly to make the most of my features; from that the idea for Wow How was born.”

News from Gaynor

The Story Behind WOW HOW

26th Jul 2018

Gaynor Matthews, the founder of WOW HOW talks about why she created the beauty app and what inspired her.  …

Simple ways to improve your make-up looks in an instant!

22nd Apr 2019

1- First and foremost it is really important to invest in a set of quality make-up brushes- apparently over 80%…

Five Things A Great Beauty App Can Help You With

17th Aug 2019

The majority of us have tonnes of apps clogging up our home screens, but how many of them actually add…

Beauty Apps & The Over 40’s

3rd Sep 2019

There are plenty of beauty apps on the market but there is nothing like WOW HOW, and certainly no beauty…

How To Find The Best Colours To Work With Your Complexion 

How To Find The Best Colours To Work With Your Complexion 

11th Sep 2019

Makeup is always about experimentation and enjoyment; there’s no right or wrong answer, no magic formula or absolute technique we…

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