How I started in beauty: CGC founder & CEO Clare Goodwin

CGC has firmly established itself as a powerhouse in public relations and communications, making waves across both the UK and US with an impressive roster of high-profile clients including Diptyque, Victoria Beckham Beauty, Westman Atelier, Summer Fridays, Augustinus Bader, and many more.

Founder and CEO Clare Goodwin launched the business in 2018, bringing with her extensive experience from Estee Lauder Companies-owned brands, including Jo Malone London and Bobbi Brown Cosmetics.

Speaking with TheIndustry.beauty, Goodwin reflects on the lessons that shaped her during those formative years. She also explains why the next chapter for CGC represents a significant evolution for the business - driven by strategic new appointments and expanding international ambitions.

Have you always had an interest in beauty? Why does it appeal to you and why did you want to work within it?

I’ve always been drawn to beauty but not in a superficial way. What really appealed to me was its power. Beauty has the ability to transform how people feel about themselves. It’s emotional, confidence-building, and deeply personal.

My first job in beauty was in the 90s at a leading PR agency. I’d realised I wanted a career in PR while working in retail during university. I vividly remember customers coming into the store clutching magazines, asking for the exact dress or skirt they’d seen featured. I found myself thinking, who made that happen? Who placed that product in that magazine? That was the moment I knew that’s what I wanted to do.

I went on to land a role running the showroom at a top London agency, managing sample loans across both fashion and beauty brands, organising shoots, liaising with stylists, and keeping everything moving behind the scenes. It was fast-paced and incredibly hands-on. When the founder offered me a permanent position, she told me I had to choose a lane: fashion assistant or beauty assistant. True to who I still am today, I followed my intuition and chose beauty, even though it was the smaller department at the time. I liked the idea of being a bigger fish in a smaller pond rather than the other way around. There was something exciting about helping to shape and grow a space that felt more niche. That decision set the course for everything that followed.

What were the most valuable skills or lessons you gained from that first experience?

That decision marked the beginning of my love for the beauty industry. It looked very different then to what it does today, of course, but the fundamentals that captivated me are still the same: innovation, storytelling, emotional connection, and, of course, the products themselves. I genuinely adore beauty. I love testing, playing, and understanding how products make people feel. That curiosity has never left me.

Working in an agency environment gave me some of the most valuable skills I still rely on today. Managing multiple clients taught me how to prioritise, stay agile, and think strategically across very different brands at once. I learned early on how to communicate with founders and C-suite leaders, how to understand their vision, manage expectations, and earn trust.

But above all, I learned the value of relationships. This industry runs on them. Nurturing genuine, long-term relationships has been a superpower throughout my career. Opportunities, partnerships, and growth - they’ve all stemmed from connection and trust.

Those early lessons shaped not just how I work, but how I lead.

CGC still works with the first five brands it partnered with eight years ago, including Summer Fridays (pictured)

What do you most enjoy about your current role?  

What I enjoy most about my current role is the people.

There’s nothing more rewarding than seeing individuals develop and the team grow. Empowering a group of women to build careers they truly love brings me so much joy. I’m incredibly proud of building a company culture rooted in empathy over ego, creating a space where everyone feels heard, valued, and genuinely supported. It’s important to me that my team has a real voice and clear opportunities to grow and succeed.

I also deeply value the trusted relationships we’ve built with incredible brand founders and CEOs over many years. The fact that we’re still working with the first five brands we partnered with eight years ago (Summer Fridays, Hermès, Augustinus Bader) says everything about the strength of those relationships and that longevity means a lot to me.

If you could go back and give your younger self one piece of advice at the very start of your career, what would it be - and why? 

Growing up, I had very little belief in myself. I wasn’t academic and I didn’t get good grades, despite working hard. To be honest, I didn’t really enjoy school.

After finishing, I took every opportunity to work. I had a million jobs and was very motivated to earn my own money, gain independence, and get as much experience as I could. In every job I showed up, always putting my best self forward, and on reflection, passion is worth twice that of ability.

Just because I didn’t get the grades didn’t mean I didn’t have a bright future. Hard work and determination will get you where you want to go. Dream big from a young age  -  there is nothing stopping you. If I could go back, I would tell myself that.

What does the next chapter of your own career look like and how are you hoping to grow from here?

The next chapter of my career feels like a real evolution point. We’ve just appointed a new senior leadership team to support our international growth, which marks the beginning of an exciting new phase for the business. It’s about scaling thoughtfully, building the right structures and talent around us so we can expand globally while staying true to our values and culture.

Our industry moves incredibly fast, so for me, growth is constant. I’m focused on deepening my understanding of cultural foresight, strengthening platform fluency, and driving commercial innovation. It’s about staying ahead of where culture, creativity, and commerce intersect so we can continue delivering forward-thinking, impactful solutions for our brands in an increasingly competitive landscape.

Personally, I’m excited to keep evolving as a leader, empowering others, thinking more globally, and ensuring we remain agile, ambitious, and creatively sharp as we grow.

Has there been a person in beauty that you have always admired and why?

It’s hard to single out just one person. I’ve been so privileged to work with some of the best women in the beauty industry. I’ve always been especially inspired by founder-led brands, and these incredible women building their own businesses continue to motivate me. I am inspired not just by success, but by how these women build with intention, community, creativity, and conviction.

Victoria Beckham, for her determination and unwavering focus - she’s built her beauty brand with real discipline and clarity of vision. Marianna Hewitt and Lauren Ireland, founders of Summer Fridays, for truly understanding the power of community. They’ve shown how authenticity and direct connection with consumers can become a brand’s strongest asset. Violette Serrat, for her storytelling and ever-evolving creative vision. She’s built a brand rooted in emotion, artistry, and identity, rather than just product. Gucci Westman, for her thoughtful, considered approach and the way she’s quietly but confidently carved out space in the clean makeup category.