Brand Agency Ldn is a house of brands that exists to create indie beauty concepts that push the boundaries of beauty on a global level while remaining accessible to everyone and delivering maximum results. The current portfolio consists of Ciaté London, Lottie London, and Skin Proud.
Lottie London is the global cosmetics brand loved by the digitally engaged Gen Z consumer for a straight-talking, forward-thinking approach and providing affordable and accessible cosmetics. Always one step ahead, the brand is community-driven and works to bring products influenced by their community and emerging trends from social media breaking away from the traditional product development method.
Since its launch, Skin Proud has championed to change perceptions about what skin should be and encourage realistic representations of skin. Cutting away the confusion, Skin Proud believes in being totally transparent with easy-to-use, inclusive products that use a blend of natural based and scientifically proven ingredients that are gentle yet effective.
Ciaté London has grown from launch into the nail category through groundbreaking innovation into a global cosmetics brand, earning cult status as a coveted brand by creating world first innovative product formulations such as Heat Flip, Color Flip, Glitter Flip, and Glitter Storm that go viral; concepts such as the first-ever single brand beauty calendar; and iconic collaborations with Iris Apfel and Christine Quinn to name a few.
Founder: Charlotte Knight
Founded: Ciaté London 2009, Lottie London 2015, Skin Proud 2020
Leadership:
2023 Full Year Expected Revenue Range: $30 to $50 million (estimated by industry experts)
Primary Beauty Category: Color Cosmetics, Skincare, Haircare, Body Care
Distribution Channels: Mass, Prestige, Department Store
Funding Rounds: Self-Funded
What are some of your key business initiatives for 2023?
2023 will be an exciting year for us. We are proud to be growing our Proud family to empower everyone to celebrate their hair and body with the newest ranges—Hair Proud launching in March and Body Proud launching in April, both exclusively at Walmart.
We are also solidifying our current retailer partnerships and nurturing opportunities with new retailers to expand our accessibility to our consumers and community.
What are you most proud of having accomplished?
Building one of the most passionate, dynamic, tenacious, fun loving, and kind teams in the beauty industry.
What has been the biggest surprise since the brand was founded?
The power of the right product, at the right time, at the right place, and how it can explode into overnight, meteoric success. With all the strategic thinking, planning, and research we conduct daily within our businesses, sometimes it's the sprinkle of luck that can give us the greatest of triumphs … the ones that create such spectacular emotion and elation, you want to bottle it and take a swig every now and then!
What aspect of your brand DNA fuels your competitive advantage?
For our Gen Z-led brands, Lottie London and Skin Proud, affordability without the compromise on quality has been one of our key brand pillars as we know how our audience is price sensitive. For Lottie London, we also want to inspire and enable our community to unleash their creativity by providing them trend-led products. Skin Proud connects with consumers not only through effective formulations but also through a very strong brand purpose that is challenging the old and irrelevant beauty norms and asking consumers to be proud and not perfect. At Ciaté London product innovation has always been at the center of all we do. Either launching never seen before formulations or concepts as well as creativity with our collaborations that reach far beyond just a product; all have a powerful meaning and story that help us to connect with millennials.
Please share your insight on the future of the beauty industry.
A continuous rise of consumers looking for budget beauty alternatives due to the recent economic downturn and cost of living crisis. Consumers are becoming more aware and knowledgeable on budget brands and alternative products that deliver on formulation and efficiency on a budget.
Consumers take a more in-depth interest in brand’s claims and will look for transparency and accountability in those claims that are being made on the products/brands to empower consumers to make buying choices that align with their key values; something we see already from Gen Zs. ESG will continue into 2023 with businesses and brands supporting the planet and our environment, through optimizing supply chain and manufacturing process to sourcing sustainable packaging and component alternatives, contributing to social causes and leading businesses transparently and responsibly.
A turnaround in influencer marketing with the move from big names to organic UGC that really sells and engages with consumers. A boom of social commerce with TikTok shops becoming a huge revenue driver that reaches the digital focused Gen Zs.
A continuous rise of the expansive digital space, which quickly became hugely successful for brands through a digital first approach―this being key for beauty brands to engage with their consumers in an authentic way for a unique brand experience and engage with Gen Zs who are primarily digital focused.
What is the best piece of advice you’ve been given?
When you have been in the driver’s seat controlling all aspects of the business for a reasonable time, it feels alien to allow someone to take over some responsibility and some of the decision making. But as Steve Jobs so wisely said “It doesn’t make sense to hire smart people to tell them what to do; we hire smart people so they can tell us what to do.” Surrounding myself with exceptional, seasoned talent in all aspects of the business has allowed me to hire and grow the team with confidence. We are a dynamic, super passionate group of people sharing the same goal and vision with such love, respect, and admiration for each other… it’s truly magical!
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
We know that the beauty industry is a hugely crowded market filled with many brands and is a space where consumers don’t need new brands unless they are bringing something unique to the mix. I would say ask yourself an important question: What problem is my brand going to solve? Your brand has to offer something different to get the cut through and be worth the investment. You also need to be able to take a step back and get the bigger picture, and the best place to start is to listen to those around you and on your team but also in the wider industry. Also, listen to what your customer wants. They are the ones that are leading the charge and changing the game. Make sure you are listening to them and keeping up! In business, no matter how hard you try to avoid them, mistakes do happen. You’ve just gotta make sure you learn from them. A good way to do so is to surround yourself with seasoned mentors who can be your sounding board and go-to as you plan your adventure into the business world.
If you could change one thing in the beauty industry what would it be?
I really want to see the beauty industry as a whole portraying more realistic beauty ideals. As a mother to a 17-year-old watching her grow up in this digital world, I feel desperately saddened by the huge rise in mental health issues, identity issues, and body dysmorphia trying to emulate the beauty standards that are simply unattainable. If we all, as an industry, stand up and unite together, we can make a huge positive impact and empower our future generations to be proud of the skin and body they are in.
