Smart Beauty

James Mishreki went from professional poker player to building Skin+Me, a personalised prescription skincare company now valued at £160 million. But what really drives someone to keep playing when the stakes get this high?In this episode, James talks about how poker taught him to detach from outcomes and make decisions with incomplete information. We get into the weekend Silicon Valley Bank collapsed and he thought he'd lost everything — £13 million gone overnight — and the 20-30 minutes where he felt "completely lost" before the founder community rallied.He explains why he believes resilience can't be taught, and why if you have to convince yourself to start a company, you probably shouldn't. He describes going on BBC News "looking like a ghost" after two days without sleep, and why he now calls himself "addicted to company building," comparing entrepreneurship to a dopamine hit he can't quit.skinandme.com

Michelle Kluz is the CEO of Stila Cosmetics, the 31-year-old heritage beauty brand known for its cult liquid eyeliner. Before Stila, Michelle worked at Boston Consulting Group, held multiple CEO roles including running a billion-dollar business in her mid-thirties, and founded her own athleisure brand Urban Savage after moving to Australia.In this episode, we discuss the misconception that corporate careers are rigid and soulless, why being a founder was humbling after years in senior leadership, and how Michelle's self-diagnosed ADHD means she actually thrives in complex corporate environments rather than the deep-focus work required of early-stage founders. Michelle shares the personal connection that drew her to Stila, her approach to repositioning a heritage brand, and a candid account of being told she didn't "look credible enough" for a CEO role—then turning down the same company when they came back six months later. We also get into the mental health realities of entrepreneurship that rarely get discussed.stila.co.uk

Dr Olivia Ahn is the co-founder of Fluus, the world's first flushable, microplastic-free period pad. A medical doctor turned entrepreneur, she built the company alongside her partner Aaron Koshy after they met at Imperial College London. What started as a conversation about sustainable guilt and the lack of innovation in period care became a mission to create a product that didn't force consumers to choose between convenience and the planet.In this episode, Olivia talks about her endometriosis diagnosis and how it sparked her search for better products, the toilet paper moment that led to her eureka idea, and the three technical challenges the industry said were impossible to solve. She explains how COVID forced them to build their own manufacturing machine when the industry shut down, and shares what it's really been like launching into Boots and Tesco as a small player in a market dominated by giants.We also discuss the emotional rollercoaster of building a business with your partner, learning to manage a team for the first time, and why "sanitary pad" is a banned word at Fluus.Find Fluus at wearefluus.com or in Boots and Tesco stores nationwide.

Holly Brooke and Joely Walker met in a Leeds nightclub at 16. Nearly two decades later, they've launched We Are Regular — a supplement brand on a mission to break the stigma around constipation.In this episode, we talk about Holly's 17 years of chronic gut issues, what she learned from five years working with Caroline Hirons, the weird male audience they've attracted on TikTok, and why Northern women seem to have a particular knack for building brilliant businesses.It's honest, it's funny, and yes — we talk about poo. A lot.weareregular.com | @weare.regular

In this episode, Viola is joined by Roxie Nafousi – bestselling author, manifestation coach, and founder of fragrance brand Alia – to talk about her pivot from books to beauty, and why it's been so much harder than she expected. Roxie opens up about why she chose fragrance as her next creative outlet and how scent bypasses the conscious mind to connect with us on a more primitive, subconscious level. She discusses the meaning behind Alia – "to rise higher" in Arabic – and how launching the brand was about reclaiming her Iraqi heritage after years of hiding it due to racist bullying at school.She's candidly honest about the production challenges she faced, from shipping delays to an infamous "sesame oil" incident the day before her campaign shoot. She also talks about the reality of building a business as a single mother, working with half the resources and twice the stress, why gratitude is essentially evidence gathering – and one of the fastest ways to shift your mindset. And her biggest lesson about manifestation: that we can only manifest what we believe we're worthy of receiving.aliasenses.com

This episode is a live recording from British Beauty Week 2025, where we hosted a panel discussion at Tallulah Lingerie exploring the beauty archetypes of the princess and the witch, and what they reveal about women, aging, power, and self-expression.Pia Long is a Finnish perfumer, author of co-founder of her own fragrance house Eau de Boujee, and author of 'Demo Accords' with nearly 17 years of experience creating fragrances. @perfumer.piaGiselle La Pompe-Moore is the author of "Take It In," founder of the CD Lab consultancy, and has been a practicing witch for 20 years. (Vogue described her as "The woman redefining spirituality for the millennial crowd".) @gisellelpmMaria Sotiriou is the founder of Silke London and a hairstylist with over 37 years of experience in the industry. @silkelondonLorelei Winston is a glamour witch, women's personal stylist and former ballerina and burlesque performer. @extraordinarymagicbylauraleiWe discuss why society is fixated on the princess/witch binary and who benefits from it. Giselle explains the "witch wound" and how ancestral trauma affects women's visibility today. Lorelei shares the Scottish origins of the word "glamour" (it literally means to cast a spell). Pia talks about how the male gaze shifts as women age and the liberation that can come with it, while Maria spoke about the power of beauty sleep and reclaiming our "princess energy". The panel explores beauty rituals as intention-setting and self-love, the difference between beauty as personal expression versus beauty marketed to insecurities, and why we need to stop judging other women's beauty choices.A huge thanks to The British Beauty Council, all the panellists and attendees, Tallulah Lingerie for hosting and our sponsors Yardley London, Kohl Kreatives, Silke London, Dr Organic and Fluus.

In this episode, Viola sits down with Colette Laxton, co-founder of The Inkey List, the skincare brand that's completely changed how we talk about ingredients. Colette and her now-husband Mark Curry launched the brand in 2018, and within six months they'd secured a global partnership with Sephora. They've since hit over £100 million in revenue by making science-backed skincare affordable and actually explaining what's in the bottle. But what makes this conversation so compelling is how brutally honest Colette is about what it actually took to get there - from the brands they tried to launch before Inkey, to burning out four years in, to navigating sexism in boardrooms where she felt her opinion didn't count. It's a refreshingly unfiltered conversation about building a legacy brand, staying calm while your house is (metaphorically) burning down, and why you have to be "a bit of a psycho" to be a founder.theinkeylist.com

What does it really take to build three successful brands whilst raising a blended family of seven? In this episode, I'm chatting with serial entrepreneur Andraya Kenton, founder of multi-seven-figure jewellery companies Celeste Starre and MeMe London, and her newest beauty venture Luna Roca, a chic volcanic lava rock facial roller that's reimagining the traditional blotting paper. Andraya shares her journey from going "completely blind" into the jewellery industry to launching a beauty brand inspired by a dinner conversation in Bali, and why she believes the secret to success is believing you're worthy of it. We dive into her partnership with stepdaughter Tabby, why she prioritises customer satisfaction over viral TikTok videos, and how living in Bali has shaped her approach to business and spirituality.Andraya has very kindly offered Smart Beauty listeners an exclusive 20% discount across all three of her brands: Luna Roca, Celeste Starre and MeMe London. Just use code SMARTBEAUTY20 at checkout.lunaroca.comcelestestarre.commeme.london

Once the preserve of pizzas and Nintendo games, mushrooms are popping up everywhere at the moment (mushroom coffee anyone?). In this episode, we sit down with Dr Catalina Fernandez de Ana, Founder and CEO of biotech-based wellness company Hifas da Terra, to explore why mushrooms are so therapeutically powerful – and how they help train our immune systems to respond faster. Dr Catalina shares compelling clinical evidence from cancer trials and rare disease treatments, explains exactly how mushrooms work at a cellular level, and addresses the quality concerns plaguing the wellness industry. We also discuss the paradigm shift towards food as medicine, why integration with conventional healthcare matters more than alternative approaches, and what the future holds for mycotherapy as a standard care tool. Whether you're curious about the science or considering mushroom supplements, this conversation cuts through the wellness noise with evidence-based insights.hifasdaterra.co.uk

In this episode, Viola sits down with Tasha Nickson from the Soil Association to talk about sustainability storytelling in the beauty industry. We discuss why vague claims damage consumer trust, how certifications like Cosmos cut through the noise, and what brands should focus on when communicating their environmental and ethical credentials. Tasha explains the difference between natural and organic, shares insights on ingredient sourcing as an underused storytelling opportunity, and reveals which beauty brands are doing sustainability communication particularly well. We also touch on the reality of costs for small brands, the "less but better" approach to consumption, and emerging trends around health and skin microbiomes. Whether you're building a beauty brand or simply curious about what's behind those green claims, this conversation offers practical guidance on navigating sustainability in an increasingly conscious market.Find out more about Soil Association certification at soilassociation.org and follow them on Instagram for their latest campaigns and beauty industry insights.

When organic beauty pioneer Margo Marrone said she'd never launch another brand, she meant it (at the time). But watching her daughter Roxy struggle with severe acne changed everything. Together, this mother-daughter duo created eyeam - a skincare range that bridges the gap between topical treatments and spiritual wellness.Margo founded The Organic Pharmacy over 25 years ago when "everyone thought she was crazy" for talking about chemical-free beauty. Now, as the wellness conversation has caught up, she's returned to entrepreneurship with Roxy, a certified nutrition and mindset coach who brings habit stacking and affirmations into skincare routines.In this heartfelt conversation, they share Roxy's transformative healing journey, why they believe mind-body-spirit connection is essential for skin health, and how they've built authentic community around holistic wellness. From growing up as mum's "little organic evangelist" to setting boundaries as business partners, they reveal what it's really like to work as a family team.This is a story about second chances, generational wisdom, and why sometimes the best brands emerge not from market gaps, but from genuine need to help others heal.eyeamworld.com

Ruby Hammer MBE transformed British beauty as the first makeup artist of colour to be regularly featured on British television. She was born to Bangladeshi parents in Jos, Nigeria, where she grew up before moving to London at the age of 12. From working on the shop floor of Harrods to founding cult 90s brand Ruby & Millie – and now at the helm of her own eponymous range – Ruby is a true industry stalwart.In this candid conversation, Ruby reveals how her young mother's transformative relationship with beauty shaped her philosophy that self-care is essential. She shares why she never set out to be a trailblazer ("I just wanted to be the best"), how she navigated body image challenges, and the resilience lessons that carried her through career reinvention.Now in her 60s, Ruby reflects on aging authentically and why the beauty industry remains one of the most supportive creative communities. This is Ruby unfiltered - warm, honest, and unapologetically herself.rubyhammer.com

Almost 30 years ago, Abi Cleeve sat down with nothing but a stack of Yellow Pages and an idea. Long before the internet, she methodically called pharmacies across the country, persuading them to try a little-known Swiss suncare brand, UltraSun. Then, in her battered old Beetle, she personally drove stock to anyone willing to give it a chance.To keep up with demand, Abi hired an assistant named Dan to help pack orders, and he remained with the company ever since.Fast-forward three decades, and UltraSun is a household name, stocked by major retailers like SpaceNK and celebrating 20 years as a QVC best-seller. Abi is also the MD of two other brands – SkinSense and SBC Skincare – and proudly describes herself as a “business hippie.”Her approach is refreshingly rare: she has no shareholders, keeps six months of salaries and running costs in reserve, and has built a culture so strong that many of her team have stayed with her for decades. Ask anyone in the industry, and they’ll tell you she’s one of the kindest leaders they know.In this conversation, we explore leadership, the changing beauty landscape, why she never sold out – and how to stay just as excited about your business on Day One as you do decades later.ultrasun.co.ukskinsense.co.uksbcproskincare.co.uk

Have you ever wondered what really goes on when a beauty brand tries to score a spot onto the hallowed shelves of Harrods or Space NK? Catherine Bossom has not only had a front-row seat, she’s also played a starring role. From her early days as a graduate trainee at Harrods, to senior buying positions at Space NK and Selfridges, she has spent twenty years in the thick of luxury beauty retail — and has lived to tell the tale.Now, as the guiding spirit behind her consultancy, Yellow Flamingo, Catherine helps bewildered founders untangle the riddle of what buyers actually want (hint: not what you imagine). In this conversation, we chat about how a brand’s story is often far more seductive than the quality of its product line, that personal connections are massively overrated, and the brutal reality of what retail can and can't do for your sales figures.From the days when buyers had to physically cross continents in search of the next great discovery, to today’s overcrowded marketplace where every buyer is positively snowed under with pitches, Catherine offers an insider’s view — witty, unsparing, and utterly invaluable to anyone tempted to storm the beauty shelves. We also talk about Catherine's own business journey and how a family tragedy spurred her on to take the road less travelled.yellowflamingo.org

In this episode, we sit down with Anna Teal, CEO of Grown Alchemist, to chat about her incredible journey from traditional retail at Boots to leading one of the most innovative biotech beauty brands on the market today.Anna shares the reality of transitioning from corporate to small business life and how emotional investment becomes everything when you're running your own show. We dive into Grown Alchemist's unconventional approach to demographics – moving beyond just age and location, to tapping into what their customers actual passions are, which has resulted in a number of successful brand partnerships in fitness, music and travel.But this conversation goes beyond business strategy. Anna gets refreshingly honest about overcoming public speaking anxiety, the game-changing concept of creating your own "personal board of directors," and why she believes mindset is more important than tactics when it comes to success.grownalchemist.com

Meet Lizzie Ostrom, the pioneering fragrance specialist and writer, who helped revolutionise how we experience perfume. Known by her stage-persona "Odette Toilette", Lizzie identified a crucial gap in the fragrance world fifteen years ago and created her fun experimental fragrance events, where she would mix fragrance with subjects like psychology, music and cinema. She is also the author of Perfume: A Century of Scents which tells the stories of one hundred fragrances through ten pivotal decades of the twentieth century (including the iconic 99p body spray of the 1990s: Impulse 02).We explore how her background in PR and early exposure to online fragrance communities led to her breakthrough realisation that there was nowhere to engage with perfume in a relaxed, accessible way outside of intimidating beauty counters. She also shares the story behind her groundbreaking Somerset House exhibition and reflects on what made her events so popular. We also touch on creativity, entrepreneurship and the art of making meaningful connections through scent.

We sit down with Suzy Griffin Dunne, founder of Irish makeup brand Hildun Beauty, to explore what it really takes to build a successful makeup brand from scratch. Suzy shares her fascinating journey from beauty writer to brand founder, revealing why she started Hildun Beauty during maternity leave with just two eyeliner pencils that she sent to makeup artists who didn't know her from Adam. We dive deep into the complex world of beauty manufacturing, discussing why Korean labs excel at innovative formulas while Italian and German manufacturers lead in pencils and traditional products. Suzy explains her philosophy of working with specialist manufacturers for each product category to ensure exceptional quality, even though it creates logistical headaches. We also explore her successful collaboration with makeup artist Hannah Martin, the thriving Irish beauty scene where authenticity reigns supreme, and how she's built a loyal community that provides constant feedback. Our chat offers genuine insights into the challenges of founder-led beauty brands, from navigating manufacturer relationships to building resilience in a competitive industry. hildunbeauty.co.ukInstagram: @hildunbeauty

Sophie King went from corporate life to building a fragrance empire with over 145K YouTube subscribers and her brand SOKI London, but her journey wasn't linear. After surviving meningitis and a week-long coma, Sophie found the courage to pursue her passion for perfume, launching both a successful YouTube channel and her own fragrance brand. This is a conversation about turning passion into profit, building genuine connections with your audience, and why sometimes the biggest challenges lead to the greatest breakthroughs.In this episode, we explore how a life-threatening illness became the catalyst for entrepreneurship, her approach to building authentic connections versus polished perfection, and how she deals with fake reviews and online criticism as a founder. Sophie shares why she continues to review competitors' products on her own channel, the realities of self-funding a fragrance business, and her unique approach to fragrance education that cuts through marketing fluff. We also discuss her upcoming retail partnerships, expansion plans, and what's next for the brand as she continues to democratise the often intimidating world of perfume.sokilondon.com / youtube.com/sokilondon

Sarah Rotheram has spent her career breathing new life into some of the world's most beloved fragrance houses, including Penhaligon's and Creed. In this conversation, she reveals the secrets behind modernising heritage brands without losing their soul - from her essential "who we are, who we are not" exercise to why she interviews hundreds of frontline staff before writing any strategy. Sarah shares her philosophy on leading with creativity over data, explaining why the best commercial successes come from passion and gut instinct rather than endless PowerPoint presentations.We dive deep into one of the most ingenious marketing campaigns I've ever heard of - the Juniper Sling launch that turned a zero-budget challenge into a sold-out speakeasy experience in a Fitzrovia car park. Sarah also opens up about the personal side of building a career in luxury beauty, from overcoming imposter syndrome to her biggest regret about waiting to have children. Whether you're building a brand, leading a team, or navigating your own creative career, this episode is packed with wisdom about staying authentic whilst driving commercial success.LinkedIn

What happens when hardcore pornography becomes sex education by default? Cindy Gallop has spent 16 years fighting to change that. In this essential conversation, the founder and CEO of Make Love Not Porn explains why her platform showing real-world, loving sexual relationships is more urgent than ever. From the rise of incel culture to shows like 'Adolescence,' Cindy breaks down how the absence of honest conversations about sex is shaping an entire generation, and shares her accidental journey from a viral TED Talk to creating what she calls the "documentary" to porn's "Hollywood blockbuster."We dive deep into why love needs to come before sex in education, the shocking barriers female-led sexual wellness companies face while erectile dysfunction solutions advertise freely, and real stories of trauma survivors finding healing through authentic representation. Cindy's mission to "socialise, normalise, and destigmatise sex" offers a thoughtful alternative to both moral panic and uncritical sex positivity, while her upcoming Make Love Not Porn Academy aims to arm parents and educators with the tools for honest conversations about sexuality, relationships, and digital culture. Whether you're a parent, educator, or simply someone navigating modern relationships, this conversation will change how you think about sex, love, and body positivity in the digital age.Content Warning: This episode contains sexually explicit themes and strong language.MakeLoveNotPorn.com | @CindyGallop | @MakeLoveNotPorn

Ever wondered what really goes on behind the scenes in perfumery? Our latest episode with fragrance educator and author Karen Gilbert helps lift the lid on the "smoke and mirrors" world of fragrance.From accidentally falling into perfumery to becoming one of the most respected voices in fragrance education, Karen talks about why that "pheromone perfume" trend is complete nonsense, how your nose is basically connected to your emotions and memories, the shocking truth about how commercial fragrances are REALLY made, and why scent is literally the best salesperson for your products.Karen has authored several books including "Perfume: the Art and Craft of Fragrance" and hosts her own podcast, The Perfume Making Podcast. She teaches perfumery worldwide from her scent studio in the New Forest.If you want to start a perfume brand, curious about how a perfume gets made or just love learning about the power of scent, this episode is for you.karengilbert.co.ukpodcasts.apple.com/us/podcast/scent-as-story-how-to-build-a-brand-that-captivates/id1693602939?i=1000677264386

What are beauty buyers really looking for? In this episode, Viola sits down with Louisa Harris, Beauty Director at Debenhams, for an insightful conversation about her remarkable 15-year journey through the beauty retail industry. From working weekends at the YSL counter in Boots to leading beauty strategy at Debenhams, Louisa shares her career progression through Harvey Nichols, House of Fraser, QVC, and seven transformative years at Cult Beauty during its meteoric rise from startup to acquisition by THG.Louisa reveals what beauty buyers really look for when evaluating new brands, the biggest mistakes brands make when pitching, and how TikTok has disrupted traditional retail forecasting. We explore evolving customer behaviours, the intersection of beauty and wellness as a growth area, her current beauty favourites from MAC to Veronique Gabai fragrances, and her thoughts on the future of beauty retail – including AI's role in customer decision-making.LinkedIn

“I went in with a mindset very much of how can I leave people better off for me having been here.” Really delighted to talk to Lee Pycroft a renowned makeup artist turned registered psychotherapist who has worked with A-list celebrities as well as the top supermodels of the 90s – Cindy and Claudia to name but a few. While people are quick to dismiss the beauty world as ‘frivolous fun’ or ‘shallow’, Lee talks about how beauty rituals can be a valid form of therapy, as made evident through her charity work with vulnerable communities such as domestic abuse survivors and war veterans – which caused her to eventually retrain as a Human Givens Therapist. She now combines her beauty expertise with therapeutic principles to help people understand how daily rituals can support mental wellbeing – which many brands can take note from when it comes to storytelling and customer engagement. Lee explains how she transitioned into therapy, the psychology behind beauty rituals, and her vision for the industry's future role in mental health support. Hope you enjoy this insightful and inspiring talk as much as we did!leepycroft.co.uk / @leepycroft

In this episode, I sit down with Mandy Aftel, founder of Aftelier Perfumes and a leading voice in natural perfumery for over 30 years. Mandy shares her remarkable journey from psychotherapist to perfumer, and how researching a novel with a perfumer character led her to discover her true calling.We explore the philosophy behind her successful small-scale business model that prioritises quality and personal connection over rapid growth, and discuss her influential book "Essence and Alchemy," published in 16 languages.Mandy offers insights into the profound human connection with natural essences, the differences between natural and synthetic fragrances, and the educational mission behind her Aftel Archive of Curious Scents museum in Berkeley, California. Whether you're interested in perfumery or thoughtful approaches to business, Mandy's wisdom about creating beauty and following your own path makes this conversation both inspiring and practical.aftelier.comaftelarchive.com

In this episode we're joined by Amanda Carr, founder of the Barnes Fragrance Fair, trend forecaster, and co-founder of We Wear Perfume. Amanda shares how her "accidental" creation has become a key event in the UK fragrance calendar, providing a platform for independent British perfume brands. We discuss the fair's village fête atmosphere that contrasts with traditional retail experiences, current fragrance trends from enduring gourmands to sustainability initiatives, and the fascinating connection between scent, music, and wellness. Amanda offers insights into the evolving British perfume industry and how young men are increasingly using fragrance as an emotional connector and identity marker. Join us for a fragrant conversation that showcases the creativity, community, and future of British perfumery.barnesfragrancefair.com - 17th May 2025, 9.30am to 5.00pm, Barnes, London SW13 [email protected]

Today we're delighted to be joined by beauty pioneer Poppy King, founder of multiple iconic lipstick brands including Poppy and Lipstick Queen. Starting her first company at just 18, Poppy shares her remarkable 32-year journey through the beauty industry and her philosophy that lipstick is more than cosmetic, it's transformative.Poppy reveals why Willy Wonka became her unlikely business muse, discusses the "witch vs. princess" dichotomy in beauty, and explains what makes a lipstick truly iconic versus merely trendy. She offers candid insights on sustainability challenges, performative diversity in the industry, and her mission to create innovative lip products that help people discover new aspects of themselves.The conversation delves into beauty entrepreneurship, the importance of staying true to your vision despite commercial pressures, and Poppy's upcoming projects and the return of her most beloved lipstick formulations.Whether you're a beauty enthusiast or entrepreneur, this episode offers both inspiration and industry wisdom from one of beauty's most original thinkers who believes that "beauty is not a vanity issue, it's a human rights one."poppyking.com

In this episode of Smart Beauty, we sit down with Lizzie Carter, founder of the beloved curly hair brand Only Curls. Starting with just £500 in savings and a vision to celebrate rather than "tame" curly hair, Lizzie has built a thriving business that recently launched in 390 Boots stores nationwide.Lizzie shares her journey from hand-sewing product labels in front of the TV to creating a passionate community of curly-haired customers who literally help organise the brand's retail shelves. She candidly discusses how her own experiences as "Frizzy Lizzie" and frustrations with outdated curly hair products inspired her to create a brand that makes people feel positive and confident about their natural texture.The conversation covers how Lizzie bootstrapped her way to success without outside investment, the challenges of formulating products for the uniquely diverse needs of curly hair, and how social media transformed both her business and the curly hair conversation globally. We also explore the balance between founder visibility and community-building, sustainability challenges for specialised hair care, and the power of authentic marketing — including how an email mistake became their most engaged marketing win ever.Whether you're a beauty entrepreneur looking for inspiration, a curly-haired person seeking solidarity, or a business owner interested in authentic community building, this episode offers valuable insights into creating a brand that truly understands and celebrates its customers.onlycurls.com

Going back to her writer roots, Viola speaks with her long-time industry colleague and beauty journalist Louise Whitbread about her journey into cosmetic science education. Going beyond typical beauty reporting, Louise reveals how her scientific training has equipped her to challenge dubious marketing claims and provide readers with evidence-based beauty insights.The conversation cuts through industry misinformation, exposing how terms like "clean beauty" and "toxic ingredients" are often misused to drive sales rather than educate consumers. Louise shares insider perspectives on misleading sustainability claims, debunks myths about demonised ingredients like parabens and silicones, and discusses exciting innovations in biotech beauty and AI-assisted formulation. We hope you enjoy the chat as much as we did!Instagram / LinkedIn / Portfolio

In this episode, we sit down with Roshanne Dorsett, founder of The Glowcery, a whole food superfood skincare brand founded on the belief that what you put on your body should be as nutritious as what you put into it.Roshanne shares her remarkable journey from working in criminal and human rights law to becoming a natural skincare formulator and entrepreneur. Burned out from the emotional toll of handling high-intensity legal cases, she found her way back to herself through wellness and eventually launched The Glowcery with a mission to create nutrient-rich, sustainable skincare products.In this candid conversation, Roshanne shares how emotional burnout in her legal career sparked her wellness journey and ultimately led to creating The Glowcery. She explains why cold-pressed, nutrient-rich ingredients form the cornerstone of her brand's philosophy and offers insights into her hands-on formulation process, which she likens to "Breaking Bad but with natural ingredients."Roshanne discusses the financial realities of entrepreneurship, including working warehouse night shifts to save for her initial investment. She reveals her approach to building genuine community through personal customer conversations and offers practical advice for implementing sustainable practices on a limited budget.The conversation explores pricing strategies for premium products, navigating retail partnerships, and the importance of connecting your personal "why" to your brand's mission. Roshanne explains why The Glowcery prioritises long-term skin health over fleeting beauty trends, shares the development story behind their award-winning Clean Green Superfood Serum, and outlines her vision to expand into a holistic wellness lifestyle brand.theglowceryshop.com / Insta: @theglowceryshop Tiktok: @theglowceryshopSubscribe to Roshanne's newsletter here.Resources Mentioned:Virgin Startup (business loans for entrepreneurs)The Stack World by Sharmadean Reid (community for founders)

In this episode of Smart Beauty, host Viola speaks with Anna Vale, a powerhouse independent consultant specialising in scaling indie beauty brands through strategic marketing leadership. With more than two decades of experience spanning executive roles across the US, UK, and Middle East, Anna shares her expertise on navigating the complex beauty landscape.Based in New York, Anna has collaborated with an impressive roster of brands including Youth To The People, Crown Affair, Provence Beauty, Estée Lauder, Tom Ford Beauty, Charlotte Tilbury, and many others. As a consultant who specialises in brands within the Sephora and Ulta ecosystem, she offers unique insights into retail partnerships that drive growth.The conversation explores the challenges indie beauty brands face when scaling, from building the right team capabilities to strategic budget allocation. Anna discusses how brands can balance viral marketing moments with sustainable long-term growth, and shares her perspective on what retailers truly look for when taking on new brands.Other topics include:The critical differences between global markets and how strategy must adaptWhy pricing strategy matters when planning for scaleHow legacy brands can maintain relevance while honouring their heritageThe impact of celebrity-founded brands on the retail landscapeThe rise of social commerce and other emerging industry trendsAnna's role as a fractional CMO and how brands can leverage this modelWhether you're a beauty entrepreneur looking to scale, a marketing professional in the industry, or simply fascinated by the business of beauty, this episode offers valuable strategic insights from one of the industry's most respected thought leaders.annavale.comWant to work with us? Get in touch: [email protected]

In this episode, we sit down with Kate Kaye, founder of Wild Source - a holistic skincare brand born at her kitchen table that now graces the shelves of Liberty London. Based in Bristol, Kate shares her entrepreneurial journey from creating beauty products at age eight to building a brand that fuses skincare with spiritual wellness.She candidly discusses the challenges of launching without prior business experience, the realities of breaking into luxury retail, and how motherhood deepened her connection to beauty rituals as self-care moments. Kate offers insights on maintaining brand authenticity, the importance of creating sensory experiences in skincare, and why sometimes the best business strategy is simply to start before you feel ready.Whether you're an aspiring founder or skincare enthusiast, Kate's practical wisdom on perseverance, manifesting goals, and creating meaningful customer connections provides valuable perspective on building a purpose-driven beauty brand.wildsource.co.uk

In this special "bottle episode" of the Smart Beauty Podcast, host Viola Levy answers the question on every beauty entrepreneur's mind: "If I spend money on branding, when will I actually see a return?" Cutting through the fluff, Viola breaks down exactly how branding investments pay off across three key timeframes: immediate positioning benefits, mid-term pricing power, and long-term customer loyalty. Using real-world examples from beauty brands like Glossier, La Mer, and Fenty Beauty, she provides a practical roadmap for identifying when your branding investment is working and how to measure its impact on your bottom line. Perfect for beauty business owners who need to justify every penny spent and want to understand the concrete timeline for seeing tangible results from their branding investment.If you'd like to learn more about Smart Beauty and how we can help position your brand for long-term growth, book a discovery call: https://smartbeautycreative.as.me/discovery-call

In this episode, we sit down with beauty mogul Agnes Cazin, the visionary force behind branding and communications agency Haiti73 she is about to launch the inaugural Buzz of Beauty Festival “for the girls who shop at Selfridges and get their hair done in Peckham” which takes place at London's Africa Centre, Saturday 29th-Sunday 30th March 2025. With a career spanning global beauty giants like L’Oréal, Unilever, ORS, Puig, and Cantu, Agnes has dedicated herself to bridging the gap between Black consumers and the beauty industry. We discuss her journey from producing fashion shows and music videos in London’s creative scene to launching an event that supports and champions Black beauty entrepreneurs. Agnes shares the inspiration behind Buzz of Beauty, the challenges of navigating the industry and the vital need for education in brand-building. If you’re a beauty founder or passionate about the industry, this episode is packed with invaluable insights.Tickets for The Buzz of Beauty Festival can be purchased here.@[email protected]

In this episode, we chat with Francesca Cherruault, founder of Filthy Brands, about shaking up the fragrance industry and championing independent brands. From her early days at Escentric Molecules to launching her own distribution agency, Francesca shares insights on how consumer buying habits have evolved, the power of brand storytelling, and what it takes to get a niche fragrance onto the shelves of top retailers. Tune in for a candid and inspiring look behind the scenes of luxury fragrance distribution.filthybrands.com

In this episode, we sit down with Fizah Pasha, founder of Brulée Beauty, to discuss her journey in tackling colourism within the beauty industry. With over 15 years of experience as a makeup artist, Fizah saw a gap in the market for makeup that truly caters to South Asian and other under-represented skin tones. Reflecting on her own experiences with colourism growing up, she created a brand that goes beyond the traditional beauty standards, offering products designed for, in her words, "golden and in-between" skin tones and encouraging customers to expect more than just having to mix different shades together to find their perfect match.bruleebeauty.com

In this episode, Viola chats to the renowned Azzi Glasser, who has spent over three decades designing bespoke fragrances for Hollywood's elite. Azzi shares the story of how she first entered the fragrance world, her journey from creating iconic scents for names like Kylie Minogue and Helena Bonham Carter to becoming a sought-after creator for top celebrities.We discuss the powerful role fragrance plays in personal expression, confidence, and how it can truly transform one's mood or character. Azzi also reflects on the evolution of the fragrance industry and her pioneering role in making scents an essential part of storytelling for film and fashion, as well as finding renewed success on Tiktok!Tune in for a fascinating conversation about the art of scent and the way it connects to our sense of self, and discover how Azzi’s creations have shaped the way some of the world’s most famous names express their identities.theperfumersstory.com***Find out more and book your spot at Smart Beauty's Brand Story Bootcamp below:smartbeautycreative.com/brand-story-bootcamp

Today, we’re thrilled to welcome the brilliant Rebecca Jaquest, founder of Nyita, a brand that’s redefining luxury beauty with its unwavering commitment to ethical and sustainable practices.Sustainability is often seen as a non-negotiable in today’s beauty market, but Nyita takes it to a level we rarely encounter. From rethinking extraction methods to developing their patent-pending sunflower wax candle—a sustainable alternative to soy—Rebecca and her team are pushing the boundaries of innovation and environmental responsibility.In this episode, we’ll explore the often-overlooked complexities of natural ingredient extraction and the challenges of staying truly eco-friendly in an industry so deeply tied to petrochemical practices. Together, we’ll uncover Rebecca’s passion and expertise as she shares the journey behind Nyita and the fascinating ancient techniques she’s revived to create products that are both sustainable and unique.nyitacollection.com***Sign up to Smart Beauty's Brand Story Bootcamp

In this mini episode of the Smart Beauty Podcast, host Viola Levy tackles a challenge many beauty brands face: crafting a brand story that truly stands out. Viola discusses the pitfalls of relying on overused narratives, like the familiar “I couldn’t find anything on the shelves, so I made my own,” and explores how to dig deeper to create a compelling, emotionally resonant story that captures the hearts of customers, retailers, and investors alike.Drawing on her extensive experience as a beauty editor and branding expert, Viola shares practical insights on how to refine your brand’s narrative, ensuring it makes a lasting impression in today’s saturated market. Plus, discover more about the upcoming Brand Story Boot Camp—a 90-minute interactive workshop designed to help beauty brands hone their story and stand out.If you’re ready to elevate your brand narrative, tune in and take the first step toward creating a story that resonates.✨ Links Mentioned in the EpisodeClick here to sign up for the Brand Story Boot Camp on February 26thVisit smartbeautycreative.com for more detailsConnect with Smart Beauty Creative on Instagram @smartbeautycreativeDon’t forget to rate and review Smart Beauty on iTunes and Spotify

What does "luxury" really mean in the beauty industry today? In this episode, host Viola Levy sits down with long-time industry friend and beauty PR powerhouse, Deborah Johnson. With over 17 years of experience in the beauty industry, Deborah shares insights into her journey from agency life to running her own consultancy. The conversation dives deep into the evolving role of Black consumers in luxury beauty, the need for inclusivity beyond token gestures, and redefining what "luxury" truly means. Tune in for an engaging discussion on representation, equity, and the future of beauty branding.deborahtjohnson.com@deborah_t_johnson

In this special episode, we speak to Millie Kendall OBE, serial entrepreneur, founder of British Beauty Week and CEO of the British Beauty Council, to discuss one of the most critical shifts in the beauty industry today: pro-ageing messaging and representation.With over three decades of experience, Millie is a leading voice advocating for inclusivity, transparency, and empowering beauty standards. Together, Viola and Millie explore how attitudes toward ageing are evolving, the rise of the menopause care market, and the role of wellness in shaping a more holistic approach to beauty. They also dive into the balance between marketing trends and genuine support for consumers of all ages.Join this candid conversation as Millie shares her insights on how the industry can celebrate diversity and create meaningful change while empowering people to feel fabulous at every stage of life.britishbeautycouncil.combritishbeautyweek.co.uk

Today, we're chatting with the inspiring Estée Lalonde. From her early days as a beloved content creator to becoming the founder of the wellness-focused brand Mirror Water, the Canadian-born Londoner had a truly inspiring journey.In this episode, Estée is honest about the ups and downs of living life online, how she stays true to herself in an ever-evolving digital landscape, and what it’s really like to juggle being a brand founder and a public figure. She opens up about the challenges of anxiety, judgement, and the pressure to “always get it right,” while still focusing on what matters most—building genuine connections and championing self-care.It’s an honest, heartfelt chat packed with insights on authenticity, ambition, and what it means to redefine success in the beauty and wellness space. (And if you haven't tried them already, her Mirror Water bath salts are truly heaven-sent!)mirrorwater.earth@esteelalonde

Today, we’re diving back into the second part of my conversation with the brilliant Rhea Cartwright. If you missed part one, I highly recommend going back to listen, as we explored Rhea’s fascinating career journey and her advice for navigating the beauty industry.In this episode, we take a closer look at her time as Head of Beauty Buying at Liberty London. Rhea shares her invaluable perspective on what it takes for a beauty brand to stand out in a competitive space—spoiler alert: storytelling is key. She also reveals exactly how to capture the attention of beauty buyers and secure that dream retail partnership.@its_rhealinkedin.com

In this episode, I’m joined by the brilliant Rhea Cartwright, a trailblazer in the beauty industry whose career spans everything from sales and training roles on the shop floor to becoming the first—and only—Black Head of Beauty Buying in the UK at Liberty. Rhea’s career is as diverse as it is impressive. She began working in beauty during her university days, gaining invaluable experience on the shop floor before moving into roles at luxury brands like Oskia and Chantecaille. Later, she became Head of Operations at a facial clinic, qualified as a facialist, and worked as a consultant, helping US beauty brands establish themselves in the UK market.Her work in new product development and marketing strategy has further solidified her position as one of the most forward-thinking voices in beauty. During the pandemic, Rhea pivoted into beauty journalism, contributing to Vogue, Marie Claire, Refinery29, The Zoe Report, and becoming Beauty Editor at The Stack World. It was during this time that Rhea championed my writing, including a now highly relevant piece on how to smell expensive—a trend that has since taken the fragrance world by storm.In the first of this two-part conversation, we explore Rhea’s groundbreaking career and discuss the power of building a personal brand and how it can transform your career trajectory. Rhea shares her perspective on what it means to be disruptive in an industry that desperately needs change and how her time as a beauty buyer at Liberty shaped her approach to the market. We also delve into the unique challenges and opportunities brands face when marketing to Millennials, a generation both Rhea and I belong to—and one that’s often misunderstood by the beauty industry.This is an insightful and empowering conversation with one of beauty’s most dynamic voices. Whether you’re in the industry or simply curious about the behind-the-scenes world of beauty, this episode offers a wealth of knowledge and inspiration.@itsrheaLinkedIn

In this episode, we dive into the remarkable journey of Alexia Inge, co-founder of Cult Beauty, one of the first purely digital beauty retailers that reshaped the online beauty landscape. From the early days of 2008, when the internet was still uncharted territory for many in the beauty world—one brand memorably responded to Alexia’s pitch by asking, “The internet, that’s eBay, right?”—to becoming the go-to destination for digital-first, independent beauty brands, Cult Beauty carved out a unique space with its highly curated, storytelling approach.Alexia shares her experiences of challenging traditional retail norms and building a platform where every product was cherry-picked and personally vouched for by her team. Known for its iconic “What Makes It Cult” section, the retailer gave customers insights into each product's value and impact, establishing a trusted voice in an industry known for hype. In this insightful chat, Alexia reflects on the milestones, the hard-won trust of customers, and Cult Beauty’s pioneering role in making online beauty shopping a respected, experiential space long before it became mainstream. Tune in to hear how she did it—and why Cult Beauty’s impact is still felt across the industry today.

In our latest episode, we’re joined by the industry veteran Kelly Marks, co-founder of Pure PR, an agency that has been shaping the beauty landscape for 25 years. From growing up surrounded by the industry, thanks to her father’s pioneering beauty business, to working alongside PR legend Jenny Halpern, Kelly’s career has been a journey of innovation, passion, and strategic brilliance. With Pure PR, Kelly has helped iconic brands like Malin + Goetz, MoroccanOil, and e.l.f. Cosmetics rise to prominence, all while championing sustainability and integrity.We chat about the true value of PR and how a well-executed strategy can elevate your brand beyond advertising. Kelly talks about what brands should really look for when hiring a PR agency—highlighting the importance of understanding your unique brand story and finding an agency that truly gets you.If you’re a beauty entrepreneur considering PR or wanting to understand how to stand out in a crowded marketplace, this episode is a must-listen. Check out Kelly’s insights on what it takes to succeed in today’s evolving beauty world.purepr.com

We dive into the burgeoning world of doctor-led skincare with Dr Sabrina Shah, a distinguished UK-trained oculoplastic surgeon and aesthetic practitioner. With decades of experience and a remarkable array of accolades, Dr Sabrina recognised a crucial gap in effective, science-backed solutions for the delicate eye area. She shares her journey of creating her eponymous skincare brand, designed to tackle concerns like dark circles, puffiness, fine lines, and wrinkles using clinically proven ingredients supported by independent studies.Discover the challenges and successes of building a skincare brand grounded in medical expertise, and learn how Dr Sabrina is reshaping the skincare landscape with her patient-focused approach. perfecteyesltd.cominstagram.com/drsabrinashahdesaiofficial

Joining us once again is Sarah McCartney, founder and perfumer of 4160Tuesdays, who shares her insider perspective on the ongoing tension between LUSH and The Body Shop—intensified by LUSH’s latest collection, "The LUSH Version." This range has sparked controversy for putting LUSH's own twist on some of The Body Shop’s most iconic products. For context, LUSH founder Mark Constantine (pronounced "tine" like "twine") was once the formulator for The Body Shop's late founder, Anita Roddick. Their relationship soured after Roddick sold the brand to L’Oréal. Constantine played a key role in developing many of The Body Shop’s best-selling products before founding LUSH. Both companies were pioneers in the activist-driven beauty movement, although The Body Shop recently entered administration, only to be acquired by the Aurea Group. As the former editor of The LUSH Times, LUSH’s in-house newspaper, Sarah offers a unique insight into the brand’s dynamics and weighs in on whether this latest launch is a cheap PR stunt or something more strategic.You can listen to Sarah's first episode here: https://podcasts.apple.com/gb/podcast/sarah-mccartney-perfumer-founder-of-4160tuesdays/id1670645345?i=10006076979984160tuesdays.comlush.com/uk/en/c/the-lush-versionthebodyshop.com

In this special episode for National Eczema Week, we’re excited to feature Lauren Bell, the innovative founder of Cosi Care.Lauren’s mission to address eczema began with a deeply personal challenge: finding a safe, steroid-free solution for her brother’s severe eczema and topical steroid withdrawal. What started as a university project has transformed into Cosi Care, a celebrated global brand known for its stylish and effective safe-scratching devices.Join us as Lauren shares her journey from a personal struggle to founding an award-winning brand that offers relief to countless individuals. We chat about her unique product designs, the emotional and entrepreneurial challenges she’s overcome, and what’s next for Cosi Care.This episode is a must-listen for anyone interested in the intersection of personal experience and business innovation, especially during National Eczema Week. Tune in to hear how Lauren is changing the narrative around eczema and making a real impact in the wellness space.cosi-care.com

Today, we're joined by the incredibly talented Becky Symes, a visionary designer and digital storyteller who helps women with personal brands bring their bold, bright ideas to life. Becky was also the artistic mastermind behind the beautiful visuals here at Smart Beauty Creative, so she truly knows her stuff. We’d highly recommend her to anyone looking to build a personal brand and website—you’ll find her links below.In this episode, we dive into the world of personal branding, discussing how to let your personality shine without oversharing, a challenge that many female founders face in their hybrid roles as CEOs, brand ambassadors, and influencers. Becky shares her insights on redefining authenticity and finding the right balance between sharing enough to build trust and maintaining the boundaries that keep you sane. beckysymes.cominstagram.com/beckysymes

In this second part of our mini-series, we explore our unique approach to working with clients that breaks away from the traditional agency model. Last episode, we touched on why the traditional retainer model could be tedious and inefficient for both client and creative—be sure to catch up if you haven’t already. Today, we’ll delve into how our immersive workshop model puts you at the heart of the creative process, making the work more engaging, productive, and perfectly tailored to your brand. To book a discovery call by clicking here or email [email protected]