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Retailer Recap – April 2019

The UK beauty retail landscape is constantly evolving to introduce new brands and captivate customers with innovative campaigns. The Red Tree looks back at the last few months to highlight the stand out launches and marketing successes shaping the beauty world.


Q4 2018 saw the launch of the highly anticipated US brand Drunk Elephant which launched simultaneously in both SpaceNK and Cult Beauty. Customers had the opportunity to shop the brand before the launch at their Covent Garden pop up on 2nd & 3rd October. With queues around the block, the launch was a huge success and the brand has continued the momentum with influencer outreach and with the launch of Christmas kits and The Littles 3.0 which includes 7 bestselling SKUs.

Q1 2019 launches have included Kate Sommerville, haircare brands Briogeo and Virtue Labs and most recently Miranda Kerr backed skincare brand Kora Organics.

February’s makeup campaign included a focus on the new By Terry Lip Expert Liquid Lipsticks, primers, foundations and the new SpaceNK own-brand brushes with a shoot featuring ex-Bobbi Brown PRO Artist Hannah Martin.


A surprise meet and greet with makeup powerhouse Huda Beauty in early December included an Instagram stories takeover and hints at the new launches soon to be hitting shelves (Melted Shadows) in the coming month.

Building up to the Christmas campaigns, Selfridges reached out to both Sali Hughes and Caroline Hirons to curate their Beauty Insider top gifts and skin saviours for the perfect party prep.

Always ahead of the game, Q1 2019 saw a vegan-beauty focus which included 6 brands committed to the cause.

Cult beauty

Gwyneth Paltrow’s brand Goop made its exclusive UK debut at Cult Beauty in September dropping their skincare, bath and body and supplements ranges, swiftly followed by a Goop pop up shop, coinciding with the 10 year anniversary of the brand.

Hoping to capitalise on the success of Deciem brand The Ordinary, with “quality ingredients, give-it-a-go prices and zero jargon”, skincare brand The Inkey List launched in October with a nod of approval from beauty journalist Nadine Baggott.

Finally, 100% vegan and cruelty-free brand Milk Makeup joined the Cult Beauty line up with a pop up in London to mark the occasion. Milk Makeup was cofounded by Mazdack Rassi, beauty and fashion editor and E! News correspondent Zanna Roberts Rassi, seasoned Milk Girl and creative director Georgie Greville, and product developer and COO Dianna Ruth. All aspects of the line are developed in-house at Milk Studios, in New York City.

The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.

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