Hey there,
Since 2005, only a handful of new beauty brands have scaled past £300 million in retail sales after five years.
Meanwhile, the global beauty market hit £334 billion in 2024, growing 10% year-over-year. The category is absolutely booming.
So why do 99% of brands fail to capture any meaningful piece of a £334 billion pie that’s growing at 10% annually?
The answer isn’t what most people think. It’s not about better formulations or prettier packaging or more Instagram followers.
It’s about understanding a fundamental truth that most founders ignore until it’s too late: The beauty industry doesn’t reward great products. It rewards products that work within the system.
Let me show you what the 1% know that the 99% don’t.
