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

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.

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

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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

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Fragrance maven Olivia Da Costa is yet another colourful addition to the wonderful world of British perfumery. She is the founder of luxury scent brand Olfactive O, where each perfume pays tribute to a fragrance family, from floral to woody, to fruity to gourmand. The latter was nominated for a prestigious Fragrance Foundation award, and the range is stocked in Les Senteurs - one of London’s poshest perfume boutiques.It will also soon be making its television debut on QVC, with Olivia gracing our screens as a guest presenter following in the footsteps of Joan Rivers and Martha Stewart.Olfactive O perfumes are designed to be warm and inclusive, reflecting Olivia’s modern orthodox Jewish upbringing, where food was a big part of family life. In previous interviews she has said “There's so much synergy between perfume and food, and probably a lot of my cultural heritage has subconsciously seeped into the perfumes I create!” And as someone who has tried more perfumes than I’ve had hot dinners, I can totally attest to that. We chat about how she developed her business and her brand, making mistakes with big agencies, our mutual obsession with the film 'Joy' with Jennifer Lawrence and what it takes to get a brand on QVC.

olfactiveo.com

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Social media: @violalevy @smartbeautycreative

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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

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: hello@smartbeautycreative.com

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 hello@smartbeautycreative.com

https://www.instagram.com/msquiche/

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.

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.

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: hello@smartbeautycreative.com

Download your free guide to brand inclusivity by visiting smartbeautycreative.com

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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

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

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 hello@smartbeautycreative.com

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

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.com

instagram.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 hello@smartbeautycreative.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.com

instagram.com/drsabrinashahdesaiofficial

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

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 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.

@itsrhea

LinkedIn

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_rhea

linkedin.com

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

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

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 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 Episode

• Click here to sign up for the Brand Story Boot Camp on February 26th
• Visit smartbeautycreative.com for more details
• Connect with Smart Beauty Creative on Instagram @smartbeautycreative

Don’t forget to rate and review Smart Beauty on iTunes and Spotify

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

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Sign up to Smart Beauty's Brand Story Bootcamp

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

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Find out more and book your spot at Smart Beauty's Brand Story Bootcamp below:

smartbeautycreative.com/brand-story-bootcamp

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: @theglowceryshop

Subscribe 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 adapt
• Why pricing strategy matters when planning for scale
• How legacy brands can maintain relevance while honouring their heritage
• The impact of celebrity-founded brands on the retail landscape
• The rise of social commerce and other emerging industry trends
• Anna's role as a fractional CMO and how brands can leverage this model

Whether 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.com

Want to work with us? Get in touch: hello@smartbeautycreative.com

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.

@buzz_of_beauty_festival

hello@smartbeautycreative.com

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 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 9HE

@wewearperfume

wewearperfume.com

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

“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.com

aftelarchive.com

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

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.uk

podcasts.apple.com/us/podcast/scent-as-story-how-to-build-a-brand-that-captivates/id1693602939?i=1000677264386

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

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

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.uk

Instagram: @hildunbeauty

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