Today, we’re joined by Francesca Cherruault, founder of Filthy Brands—a company redefining fragrance distribution and championing independent perfume houses. Francesca’s journey began at Escentric Molecules, where she witnessed firsthand how a niche fragrance brand could disrupt the industry and shift the way people buy perfume. That experience ignited her passion for helping brands grow from obscurity to global recognition. With Filthy Brands, she’s on a mission to ensure independent fragrance houses get the retail presence they deserve, competing with industry giants while maintaining their strong brand identity.

This is pushback that we often come up against, when beauty businesses hear about what we do.

Yes there are a tonne of freelancers and journalists-turned-consultants out there, who are brilliant if you need a bit of piecemeal copy written or a few quick social captions, but they don’t necessarily have proper processes in place to really take your brand to where it needs to be.

In the beauty industry, inclusivity has been a buzzword for some time now. However, despite many brands claiming to be diverse, the reality is that there are still countless shades of skin that remain overlooked, especially those with South Asian and Middle Eastern tones. In our latest podcast episode, we had the privilege of speaking with Fizah Pasha, makeup artist and founder of Brulée Beauty. With over 15 years of experience, Fizah has used her expertise to fill a significant gap in the industry, creating a brand that specifically caters to the needs of women with golden and deeper skin tones.

Azzi Glasser is a name that commands instant recognition in the world of fragrance. As a celebrated perfume designer, she has crafted bespoke scents for the likes of Helena Bonham Carter, Johnny Depp, and Kylie Minogue, as well as creating award-winning perfumes for top global brands. Known for her artistry and deep understanding of scent as an expression of identity, Azzi has built a reputation for creating fragrances that are both highly personal and powerfully evocative.

Getting your products into a beauty retailer is no easy task, especially as a new brand. For many founders, it’s the ultimate validation—the moment you see your products on the shelves of Sephora, Space NK, Cult Beauty, or Liberty London. It’s that pinch-me moment when you feel like you’ve made it. But beyond that initial thrill, landing a spot in a major retailer introduces your brand to an entirely new customer base. It’s a significant milestone, and understandably, a major focus for many beauty entrepreneurs.

Sustainability in beauty is no longer a niche concern, it’s a non-negotiable for today’s consumers. But while many brands claim eco-consciousness, few take it as seriously as Nyita. Founded by Rebecca Jaquest, Nyita is redefining luxury through an uncompromising commitment to ethical and sustainable sourcing.

Rebecca joined our latest podcast episode to discuss her journey into beauty, the hidden issues within “natural” ingredients, and why true sustainability is a far more complex challenge than many realise.

In a beauty market that's more saturated than ever, launching a standout product or brand isn't just about having a good formula. To secure investment, land prime shelf space in top-tier retailers like Sephora or SpaceNK, or get noticed by journalists and editors, your brand needs more. It needs a story and voice that cut through the noise. That’s where Brand Story Bootcamp comes in.

Discover why this workshop will be a game-changer for your beauty brand…

In an oversaturated beauty market, telling a fresh, compelling brand story can seem daunting. Yet, it's the stories that resonate emotionally—not just the products—that make brands memorable. In the latest episode of the Smart Beauty Podcast, Viola Levy delves into why avoiding the “same old story” is crucial and how to craft a brand narrative that truly stands out.

The Smart Beauty podcast recently welcomed Deborah Johnson, a renowned PR expert and founder of her own consultancy, for an insightful discussion on luxury beauty for Black consumers. The episode delved into Deborah’s career journey, her expertise in the beauty industry, and the crucial conversations she is leading about inclusivity in the luxury beauty sector.

We recently had the pleasure of collaborating with The Fragrance Foundation UK to explore the next big trends set to shape the perfume industry in 2025. From the rise of spiritual fragrances infused with wellness rituals, to the evolution of gender-neutral scents and ultra-luxury offerings, this video dives deep into the movements redefining how we experience and connect with fragrance.

We were thrilled to welcome Estée Lalonde to the podcast, a voice, a face, and a founder many of us know and admire in the beauty world.

Estée first captured attention as one of the early digital influencers in beauty with her relatable, down-to-earth personality and inspiring content that resonated deeply with her audience. Over the years, she’s evolved from content creator to brand founder with Mirror Water, a beauty brand that reflects her journey of self-discovery, wellness, and mindfulness.

Her work continues to inspire countless followers and fans around the world, and in our conversation, we delved into her incredible journey—from navigating the beauty industry as one of its first influencers to the challenges and triumphs of launching her own brand. We also explored what it truly means to stay authentic in an ever-changing digital landscape.

Something that rarely gets talked about when people start a business – and that's what an emotional time it can be. It's something that definitely took me by surprise when setting up Smart Beauty Creative. I gave birth to my firstborn over a year ago, and there was so much rhetoric about the rollercoaster of emotions you go through (which is of course true). But having recently set up my own agency, there are less conversations happening around feelings and emotions – aside from general stress – perhaps because entrepreneurship is seen a more 'masculine' pursuit and therefore emotions aren't seen as relevant. "It's just business, it's not personal, etc."

But business IS personal, especially when you decide to bet on yourself and create something of your own...

We were recently fortunate to welcome Millie Kendall OBE, serial entrepreneur and CEO of the British Beauty Council, to the Smart Beauty Podcast. As one of the most influential voices driving change in the beauty industry today, Millie has spent over three decades championing inclusivity, transparency, and positive messaging across the sector.

Through her work with the British Beauty Council, Millie advocates for a beauty landscape that not only celebrates diversity but also supports the unique needs and experiences of people at every stage of their lives.

In our conversation, we delve into critical questions around ageing and representation in beauty—a topic Millie is especially passionate about. We explore the industry’s shifting attitudes towards ageing, the rise of pro-ageing messaging, and how brands can genuinely support all ages without reinforcing harmful stereotypes. Millie also shares her insights on the booming menopause care market, the challenges women face, and the council's role in promoting beauty standards that empower rather than limit.

The skincare industry continues to set the pace for innovation and growth, with a predicted valuation of nearly $200 billion by 2032. From cutting-edge biotech to AI-driven diagnostics, the trends shaping 2025 are not only exciting but reveal a significant shift in consumer preferences and technology. Our founder’s recent article for Refinery29 dives into seven key trends that will define the year ahead, and at Smart Beauty Creative, we’re uniquely positioned to help brands capitalise on these opportunities.

We recently had the pleasure of hosting the incredible Rhea Cartwright on the Smart Beauty Podcast, where she shared invaluable insights from her time as Head of Beauty Buying at Liberty. In part two of our conversation, Rhea delved into what it truly takes to stand out in a fiercely competitive market – and spoiler alert: storytelling plays a major role.

Rhea also revealed the most effective ways to get your products noticed by beauty buyers like herself. If you’ve been dreaming of securing a retail partnership, her advice is not to be missed. And if you haven’t already caught part one of our chat, we recommend starting there for the full picture.

Here’s a closer look at the highlights from our conversation and the key takeaways for beauty entrepreneurs.

In this hectic industry of ours, where countless products vie for attention on store shelves and social media feeds, the difference between a beauty brand that thrives and one that fades often comes down to two crucial elements: a compelling brand story and a distinctive tone of voice. But how do these components work their magic? Let's dive into how successful beauty brands leverage their narratives and communication styles to capture hearts and see sales soar...

We’re kicking off Season 2 of our podcast in style with an inspiring conversation with Alexia Inge, co-founder of Cult Beauty. In this episode, Alexia takes us behind the scenes of launching one of the first digital-only beauty retailers—a bold move that helped change how we shop for beauty online. She explains how Cult Beauty’s tone of voice was essential in setting them apart in the online space and building a global following of loyal beauty enthusiasts.

“Oh I don’t need a tone of voice guide! Just make the copy better….” This is a comment I occasionally hear from prospective new clients. While the intent is clear—most clients want strong, engaging copy—this approach overlooks one essential element that can transform copy from simply "better" to brilliantly aligned. A tone of voice guide is more than a nice-to-have: it’s the framework that allows your brand’s voice to resonate in every message, consistently and authentically, no matter who’s writing.

Let’s break down some of the reasons why a tone of voice guide is crucial—even if you’re not directly involved in the writing.

With science-backed skincare in high demand, consumers are increasingly turning to brands led by qualified medical practitioners. It makes sense – these are people we trust with our lives after all, so why wouldn’t we trust them with our skin? In our latest podcast, we explore the rise of doctor-led skincare with Dr Sabrina Shah, oculoplastic surgeon and founder of Dr Sabrina Perfect Eyes. (Listen to the full episode here.)

A company’s culture is as important as what it sells. Everyone we work with at Smart Beauty gets sent a copy of Miss Pettigrew Lives For A Day, a charming novel by Winifred Watson, published in 1938.  Read on to find out why this story chimes so well with the Smart Beauty ethos...