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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 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.
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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
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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 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=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, 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
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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. 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.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 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]
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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 today’s episode, I’m 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 that’s 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, Olfiction’s 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, you’ll see why these two are so in demand—busy, 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 – 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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Beauty journalist and copywriter Keysha Davis brings over 20 years of industry experience to the table. She has collaborated with numerous hair and makeup brands and her byline has appeared in a wide range of publications, including Glamour, Stylist, Hairdressers Journal, and Black Beauty and Hair. Additionally, she writes trend reports for Cosmetics Design Europe so it’s safe to say she knows how to sift through a multitude of press releases and identify compelling brand stories. Keysha excels in advising on the best ways to approach journalists, particularly in the realm of Black beauty and hair. In addition to her freelancing work, she is also working with us here at Smart Beauty Creative on a new offering, providing consultancy and auditing services to refine your brand's messaging and boost its appeal to a diverse market. For more details, email [email protected]
https://www.instagram.com/msquiche/
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This week, we dive into the exciting world of rebranding with a spotlight on Huda Kattan, the influencer-turned-beauty mogul behind Huda Beauty. Huda has just unveiled a sleek new look for her brand, sharing all the details in a YouTube video about the rebrand and why it was absolutely necessary.
In this episode, we'll explore the reasons behind Huda Beauty's stunning transformation and discuss why so many of our clients are eager to revamp their brand story, tone of voice, and copy. If you're a founder or CEO wondering if it's time to shake things up, tune in to discover compelling reasons and actionable insights that could give your brand the fresh, vibrant boost it needs.
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Imagine your beauty brand proudly displayed on the shelves of SpaceNK and Sephora, turning your dream into a reality. In this episode, we delve into the essential strategies for making this vision come true. We’ll guide you through the art of crafting a compelling brand story that resonates with both consumers and industry leaders. Discover how to elevate your brand’s narrative to highlight its unique strengths and build the authoritative brand copy needed to grab attention from major retailers.
But it doesn’t stop there—sustaining long-term success requires continuous refinement and staying ahead of market trends. We’ll discuss how to perfect your tone of voice, craft captivating messages, and keep your brand story fresh and relevant. Tune in to learn how our expert services can transform your beauty brand into a coveted name on retailer shelves, ensuring a lasting impact in the competitive beauty market.
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In this episode, our founder talks about what actually happened with The Body Shop, how it went from a plucky, pioneering brand to a household name to falling into administration – and how their tone of voice had a crucial role to play in all of this.
Share your opinions by dropping us a line: [email protected]
Download your free guide to brand inclusivity by visiting smartbeautycreative.com
Follow us on Instagram @smartbeautycreative
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Meet Viola Levy, the founder of Smart Beauty Creative. She shares her journey into the beauty industry, her passion for it, and what inspired her to establish her agency.
Having worked in the beauty industry for over 15 years, Viola is an award-winning journalist, copywriter and brand consultant.
As an established writer, Viola has contributed to all sectors of the beauty world, with articles appearing in Vogue, Glamour, The Evening Standard, and Refinery29. In addition she has written copy for several major beauty brands and retailers, including Aromatherapy Associates, 111SKIN, Cult Beauty, Boots, By Terry, and Superdrug, and in 2019, she won a Fragrance Foundation Jasmine Award for Best Short Piece and was shortlisted for Best Social Engagement. More recently, she has crafted global trend reports for a major forecasting agency, focusing on how consumer needs and habits have changed since the global pandemic.
From her experience as a beauty editor, Viola has interviewed numerous icons, from Elle Macpherson, to Millie Kendall O.B.E, Cult Beauty founder Alexia Inge and WAH Nails and Beautystack founder Sharmadean Reid. She understands not just the beauty world but the value of a personal brand, and how many female founders are expected to be brand ambassadors, not just the brains behind the scenes. Which is why she set up Smart Beauty Creative to champion female founders and tell their stories, helping to position them as the future icons of the beauty industry.
To learn more about what Viola and her team do, visit smartbeautycreative.com or follow us on Instagram @smartbeautycreative
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Viola chatted to Jasmine Wicks-Stevens, Founder of PR and Branding Agency The Known Community as well as Faace Skincare. Jasmine is kind of like the Da Vinci (or the JLo) of the beauty world in the sense that she doesn’t limit herself to one pursuit – with her PR hat on, Jasmine has repped the world's most prestigious beauty brands for the past 15 years. And if that weren't enough, she launched Faace skincare – in lockdown no less – which she describes as a "no BS, faff-free, ethical skincare collection" currently stopped in 23 countries and retailers like Harrods and Look Fantastic. She recently graced our screens on Dragon's Den, where she secured investment totalling £60,000 from Touker Souleyman, Peter Jones and Steven Bartlett. She’s also mum of two small boys – and if that weren't enough, she has launched the Substack newsletter "Failings of a Female Founder." We chat about how she juggles all of that and how building a great brand doesn't automatically mean you have a great business.
femalefounder.substack.com
wearefaace.com
known-community.com
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Nestled in Mayfair’s Royal Arcade, the Ormonde Jayne boutique offers some of the most unique concoctions on the planet, with ingredients sourced from all around the globe, worlds away from the many typical bland commercial scents on the market. Its founder Linda Pilkington creates perfumes which echo an era of bygone glamour when perfumes actually were perfumes, designed to be worn with a cocktail dress and many glittering jewels, as one sashays off out into the evening.They are also stocked in London’s top department stores such as Selfridges and Harrods and she has previously collaborated with the Mandarin Oriental hotel in Knightsbridge. Ormonde Woman is probably her best-seller, with enveloping notes of black hemlock, underscored with rich jasmine and violet. But Tiare is my personal favourite – with its sparkling citrus and exotic floral notes and a name that sounds like ‘tiara’ – and to be honest when you spray it on, it does feel like you’re wearing one. As the company founder and perfumer (a rare combination) Linda is memorable, punchy and charismatic as the perfumes she creates. When lockdown hit, she instantly pivoted to online, hosting scent discovering sessions remotely with clients from all over the globe. The brand has gone from strength to strength, with many new and exciting scents added to the Ormonde Jayne cannon, as well as a personalisation service, which allows customers to dial up the intensity of their chosen fragrance should they so wish. But it’s the fact many of her staff – together with her lovely PR Sara – have stayed with her for years is a testament to how lovely she is. We chat about how Ormonde Jayne grew out of her obsession with 'unusual' scents and why budget will never stop her from striving for perfection, whether it's creating the most exquisite perfume bottles, or finding the most rare and exotic ingredients the natural world has to offer.
ormondejayne.com
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Social media: @violalevy @smartbeautycreative
Check out our work: smartbeautycreative.com
Thoughts/feedback: [email protected]
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Sarah McCartney started out in business at age 7, in her words “buying wooden beads, making them into things and selling them on to my friends.” That is until her horrified mother found out and swiftly put a stop to it. Fortunately this didn’t dampen Sarah's entrepreneurial spirit, and after stints writing for The Guardian, and LUSH (where she was editor of ‘The LUSH Times’), it was writing a novel about a problem-solving perfumer which led her on the path to actual perfumery. She set up 4160Tuesdays in 2010 – its name is taken from the number of Tuesdays we should expect to see if we live to see 80, stressing the importance of making the most of every day.The cheery offbeat branding of 4160 Tuesdays is everywhere you look not least in the perfumes themselves with names like “The Sexiest Scent on the Planet Ever”, “ Damn Rebel Bitches” and “Tarts Knicker Drawer.” Growing up in Tyneside, Sarah’s dry northern wit and straightforward approach makes the world of perfume far less intimidating than its normal shiny department store dwellings. She is also co-author of The Perfume Companion - The Definitive Guide to Choosing Your Next Scent, that she wrote with perfume writer Samantha Scriven. Last year, the book was a finalist in the UK Fragrance Foundation Jasmine Awards.Sarah is described by fragrance writer and expert Lizzie Ostrom as a “punk perfumer” (although she describes herself as more of a "folk perfumer") and she can be credited as one of the brands successfully combining fragrance with tongue-in-cheek British humour – even if this doesn't always translate elsewhere! We talk about her career journey, what she learned from Mark Constantine at LUSH and the challenges of building an indie perfume brand "using her own voice".
4160tuesdays.com
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Social media: @violalevy @smartbeautycreative
Check out our work: smartbeautycreative.com
Thoughts/feedback: [email protected]
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