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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 Azziâs creations have shaped the way some of the worldâs most famous names express their identities.
theperfumersstory.com
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Find out more and book your spot at Smart Beauty's Brand Story Bootcamp below:
smartbeautycreative.com/brand-story-bootcamp
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Today, weâre thrilled to welcome the brilliant Rebecca Jaquest, founder of Nyita, a brand thatâs redefining luxury beauty with its unwavering commitment to ethical and sustainable practices.
Sustainability is often seen as a non-negotiable in todayâs beauty market, but Nyita takes it to a level we rarely encounter. From rethinking extraction methods to developing their patent-pending sunflower wax candleâa sustainable alternative to soyâRebecca and her team are pushing the boundaries of innovation and environmental responsibility.
In this episode, weâll 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, weâll uncover Rebeccaâs passion and expertise as she shares the journey behind Nyita and the fascinating ancient techniques sheâs revived to create products that are both sustainable and unique.
nyitacollection.com
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Sign up to Smart Beauty's Brand Story Bootcamp
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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 âI couldnât find anything on the shelves, so I made my own,â 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 brandâs narrative, ensuring it makes a lasting impression in todayâs saturated market. Plus, discover more about the upcoming Brand Story Boot Campâa 90-minute interactive workshop designed to help beauty brands hone their story and stand out.
If youâre ready to elevate your brand narrative, tune in and take the first step toward creating a story that resonates.
âš Links Mentioned in the Episode
Click here to sign up for the Brand Story Boot Camp on February 26thVisit smartbeautycreative.com for more detailsConnect with Smart Beauty Creative on Instagram @smartbeautycreativeDonât forget to rate and review Smart Beauty on iTunes and Spotify
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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
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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.com
britishbeautyweek.co.uk
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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, EstĂ©e 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 itâs 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 âalways get it right,â while still focusing on what matters mostâbuilding genuine connections and championing self-care.
Itâs 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
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Today, weâre 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 Rheaâs 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 spaceâspoiler alert: storytelling is key. She also reveals exactly how to capture the attention of beauty buyers and secure that dream retail partnership.
@its_rhea
linkedin.com
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In this episode, Iâm 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 firstâand onlyâBlack Head of Beauty Buying in the UK at Liberty. Rheaâs 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 expensiveâa trend that has since taken the fragrance world by storm.
In the first of this two-part conversation, we explore Rheaâs 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 toâand one thatâs often misunderstood by the beauty industry.
This is an insightful and empowering conversation with one of beautyâs most dynamic voices. Whether youâre in the industry or simply curious about the behind-the-scenes world of beauty, this episode offers a wealth of knowledge and inspiration.
@itsrhea
LinkedIn
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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 worldâone brand memorably responded to Alexiaâs pitch by asking, âThe internet, thatâs eBay, right?ââto 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 âWhat Makes It Cultâ 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 Beautyâs pioneering role in making online beauty shopping a respected, experiential space long before it became mainstream. Tune in to hear how she did itâand why Cult Beautyâs impact is still felt across the industry today.
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In our latest episode, weâre 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 fatherâs pioneering beauty business, to working alongside PR legend Jenny Halpern, Kellyâs 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 agencyâhighlighting the importance of understanding your unique brand story and finding an agency that truly gets you.
If youâre 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 Kellyâs insights on what it takes to succeed in todayâs evolving beauty world.
purepr.com
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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.com
instagram.com/drsabrinashahdesaiofficial
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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 Shopâintensified by LUSHâs latest collection, "The LUSH Version." This range has sparked controversy for putting LUSH's own twist on some of The Body Shopâs 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 LâOrĂ©al. Constantine played a key role in developing many of The Body Shopâs 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, LUSHâs in-house newspaper, Sarah offers a unique insight into the brandâs 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=1000607697998
4160tuesdays.com
lush.com/uk/en/c/the-lush-version
thebodyshop.com
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In this special episode for National Eczema Week, weâre excited to feature Lauren Bell, the innovative founder of Cosi Care.
Laurenâs mission to address eczema began with a deeply personal challenge: finding a safe, steroid-free solution for her brotherâs 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 sheâs overcome, and whatâs 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
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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. Weâd highly recommend her to anyone looking to build a personal brand and websiteâyouâll 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.com
instagram.com/beckysymes
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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 creativeâbe sure to catch up if you havenât already. Today, weâll 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]
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In this episode, host Viola Levy shares invaluable lessons from her time working with two of the most influential women in beauty retail, Alexia Inge, founder and former CEO of Cult Beauty, and Rhea Cartwright, who until recently was Head Beauty Buyer at Liberty London.
Having known and worked closely with both women, Viola looks at what it takes to get your brand into top retailers, she discusses the power of strong brand identity, the importance of understanding your market, and how brands can position themselves to stand out in a crowded space. She highlights the nuances of retail relationships, emphasising the importance of storytelling, authenticity, and staying true to brand values. With insights on how the buying process works and what retailers are really looking for, Viola's experiences provide a playbook for brands aspiring to secure coveted shelf space.
To book a discovery call, click here or email [email protected]
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The perfume world is notoriously tricky to succeed in. (How do you market an invisible product that everyone will experience differently?) In todayâs episode, Iâm delighted to welcome two of my favorite people in the British fragrance world, Pia Long and Nick Gilbert, the fiercely intelligent and wonderfully unfiltered founders of Olfiction. Known for their bespoke perfumery and consultancy services, as well as their own candle and perfume range Bougie Bougie, Nick and Pia represent everything thatâs great about the independent British fragrance industry.
Pia Long is a Finnish-born perfumer with a unique perspective shaped by her twin passions for writing and fragrance, and a wealth of experience across every corner of the industry. Nick Gilbert, Olfictionâs Creative Director, brings his expert touch to brand development and consumer engagement, with a reputation for insightful commentary and engaging presence on BBC radio. As we chat, youâll see why these two are so in demandâbusy, brilliant, and always authentic. I hope you enjoy the conversation.
olfiction.com
boujeebougies.com
instagram.com/nickrgilbert
instagram.com/perfumer.pia
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In this episode of the Smart Beauty Podcast, host Viola Levy discusses why her branding agency proudly identifies as feminist. Viola delves into the historical male dominance in the beauty industry, the rise of female founders, and the importance of creating authentic, empowering marketing strategies that resonate with modern consumers. She also explores the misconceptions around feminism and beauty, advocating for a fresh approach that prioritizes empowerment and self-care over playing on insecurities. Tune in to learn how Smart Beauty Creative is helping to reshape the beauty industry with a feminist perspective.
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Today, we're talking to Arooba Anwar, founder of Arooba Beauty and an expert in the Middle Eastern beauty market. With Euromonitor International valuing this market at over $46 billion, projected to reach $60 billion by 2025, it undoubtedly has lucrative potential â especially if you're a brand founder. Arooba Beauty launched into the UAE last year followed by a UK launch this February. Arooba herself is based in Dubai, and the brand reflects her own cultural heritage and the needs of makeup users in this region which we'll delve into. The range focuses on eye makeup palettes, with eyes being identified as the most expressive feature among Middle Eastern women. Their formulas are dubbed "skincare/makeup for the eyes", and star Middle Eastern botanical ingredients with skincare benefits. There are so many reasons why it makes sense for beauty brands to tap into the Middle Eastern market, but as Arooba points out, it's important to understand the variety of cultural differences and sensitivities in this region and adapt your messaging accordingly. We really enjoyed this chat and I hope you will too.
aroobabeauty.com
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At SBC, we work a little differently to the traditional agency model, based on Viola's experiences working at such agencies as a copywriter. She witnessed firsthand the pitfalls of the retainer model: bloated budgets, lagging timelines, and inefficient use of creative talent. These challenges not only inflated costs but also hampered productivity, particularly for smaller brands with limited budgets. In this first of a three-part miniseries, she talks about what led her to create the Smart Beauty Method.
smartbeautycreative.com
@smartbeautycreative
Drop us a line: [email protected]
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