Smart Beauty

Smart Beauty

by Viola Levy
Fashion & BeautyBusiness
Season 3

Tasha Nickson from The Soil Association on "greenwashing" and sustainable storytelling

In this episode, Viola sits down with Tasha Nickson from the Soil Association to talk about sustainability storytelling in the beauty industry. We discuss why vague claims damage consumer trust, how certifications like Cosmos cut through the noise, and what brands should focus on when communicating their environmental and ethical credentials. Tasha explains the difference between natural and organic, shares insights on ingredient sourcing as an underused storytelling opportunity, and reveals which beauty brands are doing sustainability communication particularly well. We also touch on the reality of costs for small brands, the "less but better" approach to consumption, and emerging trends around health and skin microbiomes. Whether you're building a beauty brand or simply curious about what's behind those green claims, this conversation offers practical guidance on navigating sustainability in an increasingly conscious market. Find out more about Soil Association certification at soilassociation.org and follow them on Instagram for their latest campaigns and beauty industry insights.
S3 · E16
Oct 8, 2025
21:44

eyeam founders Margo & Roxy Marrone on their 'spiritual skincare' brand

When organic beauty pioneer Margo Marrone said she'd never launch another brand, she meant it (at the time). But watching her daughter Roxy struggle with severe acne changed everything. Together, this mother-daughter duo created eyeam - a skincare range that bridges the gap between topical treatments and spiritual wellness. Margo founded The Organic Pharmacy over 25 years ago when "everyone thought she was crazy" for talking about chemical-free beauty. Now, as the wellness conversation has caught up, she's returned to entrepreneurship with Roxy, a certified nutrition and mindset coach who brings habit stacking and affirmations into skincare routines. In this heartfelt conversation, they share Roxy's transformative healing journey, why they believe mind-body-spirit connection is essential for skin health, and how they've built authentic community around holistic wellness. From growing up as mum's "little organic evangelist" to setting boundaries as business partners, they reveal what it's really like to work as a family team. This is a story about second chances, generational wisdom, and why sometimes the best brands emerge not from market gaps, but from genuine need to help others heal. eyeamworld.com
S3 · E15
Sep 23, 2025
39:52

Beauty, barriers and being first: Ruby Hammer's trailblazing story

Ruby Hammer MBE transformed British beauty as the first makeup artist of colour to be regularly featured on British television. She was born to Bangladeshi parents in Jos, Nigeria, where she grew up before moving to London at the age of 12. From working on the shop floor of Harrods to founding cult 90s brand Ruby & Millie – and now at the helm of her own eponymous range – Ruby is a true industry stalwart. In this candid conversation, Ruby reveals how her young mother's transformative relationship with beauty shaped her philosophy that self-care is essential. She shares why she never set out to be a trailblazer ("I just wanted to be the best"), how she navigated body image challenges, and the resilience lessons that carried her through career reinvention. Now in her 60s, Ruby reflects on aging authentically and why the beauty industry remains one of the most supportive creative communities. This is Ruby unfiltered - warm, honest, and unapologetically herself. rubyhammer.com
S3 · E14
Sep 15, 2025
32:55

"Business Hippie" Abi Cleeve on leadership & independence

Almost 30 years ago, Abi Cleeve sat down with nothing but a stack of Yellow Pages and an idea. Long before the internet, she methodically called pharmacies across the country, persuading them to try a little-known Swiss suncare brand, UltraSun. Then, in her battered old Beetle, she personally drove stock to anyone willing to give it a chance. To keep up with demand, Abi hired an assistant named Dan to help pack orders, and he remained with the company ever since. Fast-forward three decades, and UltraSun is a household name, stocked by major retailers like SpaceNK and celebrating 20 years as a QVC best-seller. Abi is also the MD of two other brands – SkinSense and SBC Skincare – and proudly describes herself as a “business hippie.” Her approach is refreshingly rare: she has no shareholders, keeps six months of salaries and running costs in reserve, and has built a culture so strong that many of her team have stayed with her for decades. Ask anyone in the industry, and they’ll tell you she’s one of the kindest leaders they know. In this conversation, we explore leadership, the changing beauty landscape, why she never sold out – and how to stay just as excited about your business on Day One as you do decades later. ultrasun.co.uk skinsense.co.uk sbcproskincare.co.uk
S3 · E13
Sep 5, 2025
44:47

What do beauty buyers really want? Decoding retail success with Catherine Bossom

Have you ever wondered what really goes on when a beauty brand tries to score a spot onto the hallowed shelves of Harrods or Space NK? Catherine Bossom has not only had a front-row seat, she’s also played a starring role. From her early days as a graduate trainee at Harrods, to senior buying positions at Space NK and Selfridges, she has spent twenty years in the thick of luxury beauty retail — and has lived to tell the tale. Now, as the guiding spirit behind her consultancy, Yellow Flamingo, Catherine helps bewildered founders untangle the riddle of what buyers actually want (hint: not what you imagine). In this conversation, we chat about how a brand’s story is often far more seductive than the quality of its product line, that personal connections are massively overrated, and the brutal reality of what retail can and can't do for your sales figures. From the days when buyers had to physically cross continents in search of the next great discovery, to today’s overcrowded marketplace where every buyer is positively snowed under with pitches, Catherine offers an insider’s view — witty, unsparing, and utterly invaluable to anyone tempted to storm the beauty shelves. We also talk about Catherine's own business journey and how a family tragedy spurred her on to take the road less travelled. yellowflamingo.org
S3 · E12
Aug 28, 2025
38:38

Grown Alchemist CEO Anna Teal on leadership, mindset and personal growth

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
S3 · E11
Aug 11, 2025
40:31

"Everyone's just winging it!" Lizzie Ostrom on being an outsider in fragrance

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.
S3 · E10
Jul 31, 2025
34:39

How to build a makeup brand – with Suzy Griffin Dunne, founder of Hildun Beauty

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
S3 · E9
Jul 23, 2025
28:38

Sophie King on surviving meningitis and building a fragrance empire

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
S3 · E8
Jul 11, 2025
20:41

From heritage to disruption (via an NCP carpark) Sarah Rotheram on reinventing iconic fragrance brands

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
S3 · E7
Jul 3, 2025
29:58
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