All about – and for – Eve

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

When people lose someone close to them in tragic circumstances, they react in many different ways.

Some decide to channel their grief into extraordinary ways of honouring their loved ones. Such a person is George Hammer, a UK entrepreneur – and creator of Urban Retreat – who has launched a charity beauty brand concept called all for eve (

The concept is in honour and memory of George’s sister-in-law, Nadia, who died from ovarian cancer late last year.

Extraordinarily, in under a year since Nadia’s death, George has conceived and launched his concept. It was unveiled at a charity dinner on 30 November in London, attended by fashion and beauty aficionados, media and retailers.

But this is more than just a tribute to Nadia. All for eve’s sole purpose is to generate research funds for and greater awareness of gynaecological cancers. 100% of the wholesale profits will go to The Eve Appeal charity to help fund the research team at University College London.

The stated vision is “A future where fewer women develop and more women survive gynaecological cancers”.

Hammer plans to partner with established fashion and beauty brands, each of which will produce one or two special products under the all for eve umbrella.

The brand is in good hands – former BAA and World Duty Free communications executive Mark Aldridge, a great guy, has been named Managing Director (

The initial capsule product range includes all for eve luxury bath and body products created by Urban Retreat. They are said to be gentle to skin and entirely paraben free.

All for eve is currently working with a number of leading fashion and beauty brands, including Rock & Republic, Elemis, Roja Dove, Murad and Bliss to create a range of iconic beauty and fashion products.

The all for eve brand has been entered into the fifth Annual Cosmetic Executive Women UK Beauty Awards 2010, and consumers are invited to support and raise the brand’s profile. Voting will begin on 23 February 2010: log on to for more information.

We think it’s a fantastic initiative – let’s hope we see all for eve in a travel retail store soon.


FOOTNOTE: Every year, a million women worldwide are diagnosed with a gynaecological cancer, yet fundraising and awareness of gynaecological cancers remains low. The Eve Appeal is determined to change this.

For more information on The Eve Appeal see

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