The world of beauty glossies looks shiny from the outside but what's the inside story? Breaking into the world of beauty journalism is not for the faint hearted but the rewards can be huge.

We asked top beauty journalist Kate Shapland to share her inside tips. Her career spans everything from radio to TV, newspaper, magazine and PR and she's worked in all aspects of beauty - from media, retail and brand development.

Following 14+ years writing for the Telegraph Magazine, Kate left last November to dedicate her time to growing (her already) successful beauty brand - Legology. She's proved that dedication, hard work (and talent!) really do pay off in the beauty biz - but don't expect it to be an easy ride...

As an award-winning beauty journalist and with a dedicated column for the Telegraph Magazine - how did you first break into the industry?

The hard way - as an insect in the fashion department of a glossy magazine, which meant I doing everything from booking the editors into hotels for the shows (I always got it wrong), to making everyone coffee, collecting dry cleaning, fetching lunch, fending off irate PRs; all of it. 

It even involved having my name changed by one of the fashion editors to a more ‘fashionable’ Chloe (My mother is still confused…!). I went freelance after five years into my first job at Harpers & Queen (now Harpers Bazaar) because I had to take a voluntary redundancy and that taught me to be flexible.

The Telegraph Magazine, which I wrote a weekly column for some 14 years, was the beauty media job I loved most of all because I was lucky enough to have a faithful readership and a very encouraging Editor who allowed me to have a voice and a lot of freedom.  

What was the first beauty feature you wrote?

A 100 word review of a health spa, commissioned by renowned beauty/health writer Lesley Kenton who had heard I wanted to write about beauty.  I was a fashion secretary at Harpers & Queen (now Harpers Bazaar) at the time, and she was the magazine's Beauty Director.  It took a week to write.

And your most memorable beauty journo interview?

A few come to mind: in a private room with Elizabeth Taylor, who was wearing a purple suede suit, when she launched White Diamonds; on a sofa with Giorgio Armani in Milan to discuss a fragrance, with Christopher Lambert and Diane Lane cuddling up beside us; and on the phone to Pat McGrath to discuss a smoky eye while her private jet was taxiing down the runway.

Beauty blogger versus beauty journalist - is there a point of difference in the two 'job' descriptions?

Yes, but I wish they would invent another word for ‘blogging'.  It sounds so inelegant.

For an aspiring job candidate applying for their first role in the industry - what tips could you offer to help them get ahead of their competitors?

First throw off any preconceived ideas that working in beauty is all glamour, pampering and freebies - you’ll be disappointed if you go into it with those expectations.  Beauty, like fashion, is not as it’s so often portrayed.  It’s one of the best, most absorbing businesses in the world.  But to have career longevity in beauty it’s really important to keep your feet on the ground, be ready to listen and learn for years to have the kind of credible knowledge that is going to be genuinely useful to people, be prepared to take diversions, be flexible and able to walk away from situations that stop serving you to go forward. 

I think it’s important to live by your own perceptions of success too, not others.  So really identify and develop your strengths - learn to do at least one thing really really well - and be sustained by a quiet confidence in your abilities.  Have a sense of humour too, don’t take it all too seriously.

How would you describe your 'job description' today based on the fact you have fingers in many 'beauty' related pies?!

My career is more focused now that my brand Legology has taken off, so my job description is creative director of the company. The role involves everything from new product development, packaging design, marketing, retail manager, website developer, early morning worrier and - as of this month - shop keeper… 

Going against the grain as ever, just as everything is going digital, we have rented a shop for Legology HQ and I’m looking forward to opening it in the new year to the ladies of West London.

So how did the creation of your brand Legology come about and how has it evolved since you launched it?

The creation of Legology stemmed from a genuine passion for leg beauty and health.  I felt women were being short changed by a narrow choice in the leg care sector and I wanted to develop products with proper workhorse formulas, but which looked good and felt wonderful to use.

I was obsessed with the idea for years before I actually brought it to market, I drove my close friends in the business up the wall with it and eventually I found myself in the right place to do it.  I was extremely lucky to have the support of Liberty London, our launch partners in 2013, a very encouraging husband, brother in law, editor at the Telegraph Magazine, and friends who helped me with packaging and digital work. 

You are also co-founder of MyShowcase - a personal beauty shopping service which you personally select products for. What was the inspiration to launching the brand and what career opportunities does it offer to women?

The inspiration was to develop a pioneering platform for independent beauty brands, to give them a foothold on the market via a network of trained Stylists who can bring their products into the hands of potential customers as an alternative or complement to high street retail.  

What's next on your career wish list - is there anything else you want to achieve in the wonderful world of beauty?

I’m exactly where I want to be in my work life and from here I want to build on the brand I’ve created and maximise its potential.  And I really want to enjoy doing it.   

What's your top beauty 'hero' product and why?

Legology Air-Lite Daily Lift For Legs!  It’s the product I couldn’t find, so I made it myself.  I’ll let you into a bit of a secret here: one of the things that held me back from creating Legology in the first place was fear that I wouldn’t be able to create a truly superior product.  But I was genuinely surprised by what I was able to achieve with the French chemist I worked with on the formula; it does what I always wanted it to do - take down puffiness, lighten and streamline legs - without compromise, although it did take months and all my savings to achieve it.  

How do you relax?

I’m not sure I’m very good at relaxing, but when life gets a bit much I tend to walk and read more.  I’ve just ordered Sali Hughes’ new book Pretty Iconic so I’m looking forward to getting stuck into that on the sofa with a pot of tea and a large custard slice.