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.

The word feminist can evoke a range of emotions. Like many, I used to be cautious about using it in professional settings, even though I've always considered myself a feminist. The term comes with its own baggage, often associated with a narrow definition of feminism that doesn’t always include diverse voices. But after a recent conversation with an industry colleague, I realised that feminism is at the core of what we do at Smart Beauty Creativeand it’s something we should proudly highlight.

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...

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...

In the noisy world of beauty marketing, it’s easy to get caught up in the hustle and bustle of competition. But when your brand story and offering are truly unique, you start to see things in a new light. You don’t see others as competition, more like allies in the same game. That’s how we look at things with Smart Beauty Creative. It’s not about being better than the rest, it’s about being different and bringing something special to the table. Our founder Viola, tells us more…

At SBC, we pride ourselves on working a little differently, based on our founder Viola's experiences working at major marketing agencies. She witnessed firsthand the pitfalls of traditional agency models: bloated retainers, excessive communication loops, and inefficient use of creative talent. These challenges not only inflated costs but also hampered productivity, particularly for smaller brands with limited budgets.

This month, influencer-turned-beauty mogul Huda Kattan just unveiled a sleek new look for her brand Huda Beauty, with a YouTube video talking about the rebrand and why it was needed. Many of our clients come to us wanting to revamp their brand story, tone of voice, and copy and for good reason. If you’re a founder or CEO, below are a few reasons why you should shake things up.

When you’re riding the wave of your brand's initial success, crafting a solid narrative isn’t just about grabbing attention—it's about establishing a real connection with your audience. Blend in some authenticity and keep your story on point, and you can turn passing interest into lasting loyalty, setting yourself up for serious success in a tough market.

In the busy world of beauty brands, customers aren’t just buying products—they're buying into stories. Crafting a compelling narrative for your brand is key to capturing your audience and building deep connections. Here’s how you can effectively tell your beauty brand’s story to resonate with customers.

Imagine your beauty brand as the next modern-day success story, proudly showcased on the shelves of top retailers like SpaceNK and Sephora. It's not just a dream—it's an achievable goal with the right tone of voice, storytelling, and authoritative brand copy.

If you’re reading this, your brand has probably got a brilliant story waiting to be told. As someone who gets the power of storytelling, I know how important it is to make that story memorable so it deeply connects with your customers. This is how we’ll do it…

Crafting a compelling beauty brand story is no easy task. Lots of beauty brands struggle to create a narrative that captures people’s attention and leaves a lasting impression. If you find yourself in this particular pickle, you’re not alone. Here are a few reasons why your beauty brand story might not be landing the way it should, and what you can do about it.

In today's jam-packed beauty market, where countless brands are jostling for attention, standing out isn’t just about the fancy formulas you're flogging—it's about the compelling story behind your brand. You might have the most innovative or effective product on the market, but there’s little chance of it succeeding if you don’t have an exciting story to back it up. People love stories and are naturally drawn to them – stories activate the reward system of our brain, which releases dopamine and makes us feel good. The story woven into your brand's identity holds serious sway, often shaping how customers see you and winning over their loyalty, even beyond how well your products work on their own.

As the founder of Smart Beauty Creative, my career journey has been far from linear. So how did I go from writing and reviewing beauty products to working with the brands behind them?

In the digital beauty sphere, it’s not enough to just have a brilliant, showstopping product. The real trick is in how you talk about it, especially to those digital-savvy beauty lovers who are always online but also getting bombarded with the same old marketing spiel.

Your tone of voice is the beating heart of your brand's identity, shaping how customers see and engage with you. This is crucial when you're aiming at the younger generations, because a well-crafted tone of voice can get your brand woven into their lives and keep them loyal for years to come.

A few months ago I was looking for a business coach, I signed up to a newsletter for this group coaching program run by this very charismatic brand founder who had shrewdly scaled her business without hiring any new employees or slogging away into the…

"Brand language is increasingly becoming homogenized, with many companies adopting similar tones, phrases, and messaging strategies. This trend toward uniformity is driven by a desire to replicate the success of established brands, leading to a prevalence of friendly…

As a young journalist, I once had to interview Elle MacPherson. It was one of my very first major assignments, and as someone who hadn’t had much experience interviewing celebrities, I was very nervous. But along I went.

Being seen as “irrelevant” is something that strikes fear into the heart of every CEO or brand founder. The beauty industry is one of the most dynamic and innovative places there is, but as a consequence, the way we consume and shop for beauty has rapidly changed.