The Interview: KILLABRUSH co-founder Matt Lumb on tackling one of beauty's most overlooked hygiene problems

Haircare has evolved significantly in recent years, with innovations transforming everything from treatments and styling products to scalp health solutions. Yet one everyday essential has remained largely unchanged: the humble hairbrush.

That was the opportunity spotted by the founders of KILLABRUSH. Their starting point was a simple but unsettling question: just how clean is your hairbrush? At a recent launch event, the topic left a room full of beauty editors, journalists and industry experts visibly cringing. The reason is clear. Traditional hairbrushes can accumulate oil, product build-up, dead skin cells and bacteria, which may be redistributed through the hair and scalp with each use. Over time, this can affect scalp freshness, disrupt its natural balance, and potentially impact the long-term health and appearance of both hair and scalp.

Developed to tackle this often-overlooked issue, KILLABRUSH introduces a new standard of hygiene to daily haircare. Clinically tested to reduce up to 99.9% of bacteria, germs and viruses on the brush surface, the new brand promises a cleaner approach to styling - helping to support healthier-looking hair and a fresher-feeling scalp.

The business was co-founded by beauty industry veterans Penelope Cheshire, founder of Beauty Works, and Matt Lumb. A qualified accountant, Lumb brings extensive experience within the haircare sector, having joined Tangle Teezer as CEO during the company's formative years. Under his leadership, the business grew from £1 million to £29 million in annual revenue and expanded into more than 70 countries worldwide. More recently, he served as CEO of War Paint For Men, joining the brand just six months after its launch.

Reflecting on the origins of KILLABRUSH, Lumb tells TheIndustry.beauty: "Penny and I had known each other for around five years when she was still founder and CEO at Beauty Works, and I was CEO at War Paint For Men. We had kind of joked about why I had never ventured back into the world of hairbrushes and I reasoned that anyone would have to have a pretty good hook to lure people away from Tangle Teezer.

"We agreed that, in a post-pandemic world, the consumer is much more aware of how easily bacteria is spread. This, coupled with the fact that the everyday hairbrush is a breeding ground for bacteria, got us thinking. Then we got our heads together, came up with KILLABRUSH, and got to work two years ago."

With KILLABRUSH, the founders have brought the same disruptive thinking that defined their previous ventures. The result is not simply another product launch, but what they believe is the next evolution of the hairbrush category.

"Between us, we have several decades of experience in founding and scaling disruptive startups in the hair and beauty space. Personally, I could write a book on the number of mistakes we made and lessons we learned whilst scaling Tangle Teezer. The plan is to ensure we take all of these learnings, along with our extensive supply chain relationships, on this journey," reveals Lumb.

From the outset, the founders were determined not to create another generic brush with a logo attached. Both launch products have been designed from the ground up, from initial sketches through to final production. Crucially, the brand's core innovation has never been seen before in the category.

"As far as we’re aware, nobody has done what we’re doing before. It has taken two years of research and development to find a way to ensure the antibacterial magic is woven throughout the bristles," shares Lumb.

There were also several non-negotiables.

"To launch a hairbrush that “kills up to 50% of bacteria” doesn’t sound very impressive or compelling. So not only did the USP have to be exceptionally strong, but we had to design a product that also functions as a high-quality hairbrush that looks modern and sleek," he adds.

Equally important was ensuring the technology was embedded into the product itself rather than applied as a temporary surface treatment.

"One of the biggest challenges we’ve had to overcome is finding a way to incorporate our antibacterial additive into an actual hairbrush. The additive isn’t coated on, sprayed on, or applied after the brush has been manufactured. Instead, it is incorporated into the product itself. Taking the raw ingredient and finding a way to do this without losing any efficacy was something we’ve worked on for two years," explains Lumb.

The result is KILLABRUSH's BioBristle technology, a built-in antimicrobial innovation designed to help keep brushes cleaner between uses. Rather than sitting on the surface, the technology is engineered into the brush itself, continuously working to reduce microbial build-up over time.

Launched yesterday, the initial collection consists of two hero products, with additional seasonal colourways planned throughout the year. The first, an Original Paddle Brush, is designed for everyday detangling, smoothing and styling, and the second, the Vented Styling Brush, is engineered for faster, more controlled heat styling.

"We’re launching with an everyday paddle brush as well as a vented paddle brush that lends itself more to being used when heat styling. Both products feature the same KILLABRUSH BioBristle technology, delivering the same antibacterial benefits," noted Lumb.

With the product developed and the expertise in place, the founders are now focused on executing a clear growth strategy centred on education and awareness.

"We’re on a mission to educate the consumer and make them more aware of the vast amount of bacteria living and growing on the standard hairbrush, then in turn provide a solution to this very issue. Brand awareness is crucial to our growth," says Lumb.

Central to that strategy is securing support from salon professionals and stylists, who the founders believe will play a key role in validating the brand.

"We firmly believe that any stylist or salon professional buying into the brand and the product naturally provides more credibility to both. Salons and stylists are busy and they don’t have time to thoroughly clean their styling tools between clients. Using our products provides some peace of mind to both stylists and clients alike," highlights Lumb.

At launch, the business is focusing on direct-to-consumer sales through its website, alongside distribution via professional salons.

"Our plan is to then expand quickly into wholesale and with premium retail partners. We are aiming to be the market leader in a category that we are effectively creating whilst being first to market in as many global territories as possible via a strong network of distributors," says Lumb.

Yet the founders view the launch as only the beginning. Product expansion is already planned, with a significant innovation pipeline in development for 2027 and beyond.

"Ultimately, we want to create a recognisable lifestyle brand led by truly innovative products. We would love to become a globally recognised hair wellness brand," concludes Lumb.

"Our broader strategy is to position the brand at the intersection of beauty, wellness and hygiene by offering innovative hair care tools that combine performance with everyday cleanliness. Whilst we are launching with two products, the goal is to develop a wider portfolio of hygienic beauty tools and accessories.

"We want to be a household name in as many houses in as many countries as possible."