Beauty brand builders unite to launch their own line, Curated Beauty London

Three industry experts have pooled their decades of beauty brand building expertise to create their own line, Curated Beauty London, which promises to "cut through the clutter and bring some clarity (and calm) back to your bathroom shelf".

Samantha Grocutt, Natalie Ingham and Ros Simmons are communications, marketing, brand and community experts, who have worked with some of the industry's biggest names. Having noted the overwhelming choice and often complicated routines marketed to consumers, they have decided to launch Curated Beauty London to focus on hard-working essentials across skincare, haircare and wellness.

The debut range includes powerhouse retinoid serums, an SPF and primer, and wellness supplements with haircare and further skincare and supplements coming soon.

"We’ve spent our careers helping other brands grow,” said Ros Simmons, who is product and brand lead at the new venture. “This time, we wanted to create something of our own, a space that feels honest, empowering, and genuinely useful.” Simmons is known as "the brand builder" and her CV includes high profile roles at The Body Shop  as co-founder of the Virgin Vie beauty line.

Natalie Ingham who has yeas of experience in customer insight and eduction said the range was all about "real-life beauty". “The kind that fits into your day and makes sense, whether you’ve got five minutes or twenty,” she said,

Samantha Grocutt, who is continuing to run her beauty PR agency Essence alongside the new launch, said the trio aimed to "cut through the noise" with Curated Beauty London. “We wanted to bring things back to what matters - results, honesty, and products that earn their place in your routine," she said.

The retinoid serums are priced at £60, while the SPF and primer is £45.  The range is available from its own website, TikTok Shop and Amazon.

Main image (l-r): Natale Ingham, Samantha Grocutt and Ros Simmons