What I learnt from working with two powerhouses of beauty retail
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.
Working with Alexia Inge, Co-Founder of Cult Beauty
I’ve known Alexia, or Lex as many call her, for several years. I first met her when I was a journalist interviewing her about Cult Beauty during its early days. I was immediately captivated by the concept. At that time, online beauty retail was still in its infancy, and Cult Beauty truly owned that space. What made it so compelling was its distinct tone of voice—warm, engaging, and almost like having a knowledgeable beauty counter assistant right there with you.
I had the opportunity to work with Cult Beauty as a copywriter and even edited their 10th-anniversary magazine. From my experience, I learned that Cult Beauty wasn’t just looking for great products; they were looking for brands that had something to say, especially those that were female-founded, innovative, and ready to shake up the beauty world. Lex’s emphasis on brand storytelling and tone of voice left a lasting impression on me. It made me realize how crucial it is for brands to have a point of difference—to not just say something, but to say it well.
The Power of Storytelling in Beauty Retail
One of my key takeaways from working with Cult Beauty is the importance of nailing your brand story before you walk into a meeting with a retailer. These meetings can take forever to secure, so when you get that chance, you need to deliver. Retailers are bombarded with brand pitches and marketing materials daily. To cut through the noise, your story needs to resonate and excite them.
Cult Beauty had a section on each product page called "What makes this product cult?" It asked why a particular brand or product deserved to be on their shelves. This is the mindset you need as a brand founder: What’s your secret sauce? What makes you stand out?
A common mistake I see is that many founders believe their products will speak for themselves. Sure, you might have amazing formulations, stunning packaging, and a sleek website. But if you don’t have the story, if you don’t have a punchy tone of voice and clear product descriptions, you’re missing a critical piece of the puzzle. Retail buyers and customers alike want to know why they should choose you over the countless other brands out there. Your story is what makes them sit up, take notice, and ultimately invest in your brand.
Insights from Rhea Cartwright, Former Beauty Buyer at Liberty London
Another incredible figure I’ve had the pleasure of working with is Rhea Cartwright, who made history as the first Black woman to become the head beauty buyer at Liberty London. I didn’t work with her during her time at Liberty but got to know her when she was an editor of The Stack World, a vibrant community and networking space led by entrepreneur Sharmadean Reid. I worked as one of her writers on the magazine, and through that experience, I saw firsthand how passionate Rhea is about challenging the status quo in the beauty industry.
Rhea was known for her unique vision and strong voice, which made her the perfect fit for Liberty. When you're in front of a buyer like Rhea, your brand needs to go beyond just being another pretty product on the shelf. Liberty, after all, is full of stunning packaging and exquisite formulations. They don’t need another beautiful brand; they need something with a compelling story—something that hasn’t been seen before.
The Real Challenge: Standing Out
One of the biggest challenges in the beauty industry today is that many products, despite their claims, are quite similar. There are only so many manufacturers, and developing a truly unique formulation is incredibly difficult unless you have your own lab. This is why your brand narrative, your why, is so critical. Buyers want to know what makes you different, why you’re here, and why they should pay attention to you when they see dozens of new brands each week.
Tone of voice, inclusive messaging, and sensitivity in your brand language are also crucial. I remember Rhea mentioning in a presentation that she found the name of a particular brand offensive. This was a powerful reminder that your brand copy must be authentic and thoughtfully crafted. If you claim to be inclusive, for example, back it up with evidence. Explain how your products cater to all hair types or skin tones and avoid buzzwords that feel hollow.
How Smart Beauty Creative Can Help
At Smart Beauty Creative, we leverage my background in journalism, editorial work, and my experience with industry giants like Alexia and Rhea to help brands like yours stand out. Whether you’re dreaming of seeing your products on the shelves of Space NK, Liberty, or Cult Beauty, we’re here to help you define and present your story in the best possible light.
If you’d like to discuss how we can work together, feel free to schedule a chat with me. You can schedule a call here or email hello@smartbeautycreative.com. We’d love to hear from you.