Smart Beauty

In this episode, Viola is joined by Roxie Nafousi – bestselling author, manifestation coach, and founder of fragrance brand Alia – to talk about her pivot from books to beauty, and why it's been so much harder than she expected. Roxie opens up about why she chose fragrance as her next creative outlet and how scent bypasses the conscious mind to connect with us on a more primitive, subconscious level. She discusses the meaning behind Alia – "to rise higher" in Arabic – and how launching the brand was about reclaiming her Iraqi heritage after years of hiding it due to racist bullying at school.She's candidly honest about the production challenges she faced, from shipping delays to an infamous "sesame oil" incident the day before her campaign shoot. She also talks about the reality of building a business as a single mother, working with half the resources and twice the stress, why gratitude is essentially evidence gathering – and one of the fastest ways to shift your mindset. And her biggest lesson about manifestation: that we can only manifest what we believe we're worthy of receiving.aliasenses.com

This episode is a live recording from British Beauty Week 2025, where we hosted a panel discussion at Tallulah Lingerie exploring the beauty archetypes of the princess and the witch, and what they reveal about women, aging, power, and self-expression.Pia Long is a Finnish perfumer, author of co-founder of her own fragrance house Eau de Boujee, and author of 'Demo Accords' with nearly 17 years of experience creating fragrances. @perfumer.piaGiselle La Pompe-Moore is the author of "Take It In," founder of the CD Lab consultancy, and has been a practicing witch for 20 years. (Vogue described her as "The woman redefining spirituality for the millennial crowd".) @gisellelpmMaria Sotiriou is the founder of Silke London and a hairstylist with over 37 years of experience in the industry. @silkelondonLorelei Winston is a glamour witch, women's personal stylist and former ballerina and burlesque performer. @extraordinarymagicbylauraleiWe discuss why society is fixated on the princess/witch binary and who benefits from it. Giselle explains the "witch wound" and how ancestral trauma affects women's visibility today. Lorelei shares the Scottish origins of the word "glamour" (it literally means to cast a spell). Pia talks about how the male gaze shifts as women age and the liberation that can come with it, while Maria spoke about the power of beauty sleep and reclaiming our "princess energy". The panel explores beauty rituals as intention-setting and self-love, the difference between beauty as personal expression versus beauty marketed to insecurities, and why we need to stop judging other women's beauty choices.A huge thanks to The British Beauty Council, all the panellists and attendees, Tallulah Lingerie for hosting and our sponsors Yardley London, Kohl Kreatives, Silke London, Dr Organic and Fluus.

In this episode, Viola sits down with Colette Laxton, co-founder of The Inkey List, the skincare brand that's completely changed how we talk about ingredients. Colette and her now-husband Mark Curry launched the brand in 2018, and within six months they'd secured a global partnership with Sephora. They've since hit over £100 million in revenue by making science-backed skincare affordable and actually explaining what's in the bottle. But what makes this conversation so compelling is how brutally honest Colette is about what it actually took to get there - from the brands they tried to launch before Inkey, to burning out four years in, to navigating sexism in boardrooms where she felt her opinion didn't count. It's a refreshingly unfiltered conversation about building a legacy brand, staying calm while your house is (metaphorically) burning down, and why you have to be "a bit of a psycho" to be a founder.theinkeylist.com

What does it really take to build three successful brands whilst raising a blended family of seven? In this episode, I'm chatting with serial entrepreneur Andraya Kenton, founder of multi-seven-figure jewellery companies Celeste Starre and MeMe London, and her newest beauty venture Luna Roca, a chic volcanic lava rock facial roller that's reimagining the traditional blotting paper. Andraya shares her journey from going "completely blind" into the jewellery industry to launching a beauty brand inspired by a dinner conversation in Bali, and why she believes the secret to success is believing you're worthy of it. We dive into her partnership with stepdaughter Tabby, why she prioritises customer satisfaction over viral TikTok videos, and how living in Bali has shaped her approach to business and spirituality.Andraya has very kindly offered Smart Beauty listeners an exclusive 20% discount across all three of her brands: Luna Roca, Celeste Starre and MeMe London. Just use code SMARTBEAUTY20 at checkout.lunaroca.comcelestestarre.commeme.london

Once the preserve of pizzas and Nintendo games, mushrooms are popping up everywhere at the moment (mushroom coffee anyone?). In this episode, we sit down with Dr Catalina Fernandez de Ana, Founder and CEO of biotech-based wellness company Hifas da Terra, to explore why mushrooms are so therapeutically powerful – and how they help train our immune systems to respond faster. Dr Catalina shares compelling clinical evidence from cancer trials and rare disease treatments, explains exactly how mushrooms work at a cellular level, and addresses the quality concerns plaguing the wellness industry. We also discuss the paradigm shift towards food as medicine, why integration with conventional healthcare matters more than alternative approaches, and what the future holds for mycotherapy as a standard care tool. Whether you're curious about the science or considering mushroom supplements, this conversation cuts through the wellness noise with evidence-based insights.hifasdaterra.co.uk

In this episode, Viola sits down with Tasha Nickson from the Soil Association to talk about sustainability storytelling in the beauty industry. We discuss why vague claims damage consumer trust, how certifications like Cosmos cut through the noise, and what brands should focus on when communicating their environmental and ethical credentials. Tasha explains the difference between natural and organic, shares insights on ingredient sourcing as an underused storytelling opportunity, and reveals which beauty brands are doing sustainability communication particularly well. We also touch on the reality of costs for small brands, the "less but better" approach to consumption, and emerging trends around health and skin microbiomes. Whether you're building a beauty brand or simply curious about what's behind those green claims, this conversation offers practical guidance on navigating sustainability in an increasingly conscious market.Find out more about Soil Association certification at soilassociation.org and follow them on Instagram for their latest campaigns and beauty industry insights.

When organic beauty pioneer Margo Marrone said she'd never launch another brand, she meant it (at the time). But watching her daughter Roxy struggle with severe acne changed everything. Together, this mother-daughter duo created eyeam - a skincare range that bridges the gap between topical treatments and spiritual wellness.Margo founded The Organic Pharmacy over 25 years ago when "everyone thought she was crazy" for talking about chemical-free beauty. Now, as the wellness conversation has caught up, she's returned to entrepreneurship with Roxy, a certified nutrition and mindset coach who brings habit stacking and affirmations into skincare routines.In this heartfelt conversation, they share Roxy's transformative healing journey, why they believe mind-body-spirit connection is essential for skin health, and how they've built authentic community around holistic wellness. From growing up as mum's "little organic evangelist" to setting boundaries as business partners, they reveal what it's really like to work as a family team.This is a story about second chances, generational wisdom, and why sometimes the best brands emerge not from market gaps, but from genuine need to help others heal.eyeamworld.com

Ruby Hammer MBE transformed British beauty as the first makeup artist of colour to be regularly featured on British television. She was born to Bangladeshi parents in Jos, Nigeria, where she grew up before moving to London at the age of 12. From working on the shop floor of Harrods to founding cult 90s brand Ruby & Millie – and now at the helm of her own eponymous range – Ruby is a true industry stalwart.In this candid conversation, Ruby reveals how her young mother's transformative relationship with beauty shaped her philosophy that self-care is essential. She shares why she never set out to be a trailblazer ("I just wanted to be the best"), how she navigated body image challenges, and the resilience lessons that carried her through career reinvention.Now in her 60s, Ruby reflects on aging authentically and why the beauty industry remains one of the most supportive creative communities. This is Ruby unfiltered - warm, honest, and unapologetically herself.rubyhammer.com

Almost 30 years ago, Abi Cleeve sat down with nothing but a stack of Yellow Pages and an idea. Long before the internet, she methodically called pharmacies across the country, persuading them to try a little-known Swiss suncare brand, UltraSun. Then, in her battered old Beetle, she personally drove stock to anyone willing to give it a chance.To keep up with demand, Abi hired an assistant named Dan to help pack orders, and he remained with the company ever since.Fast-forward three decades, and UltraSun is a household name, stocked by major retailers like SpaceNK and celebrating 20 years as a QVC best-seller. Abi is also the MD of two other brands – SkinSense and SBC Skincare – and proudly describes herself as a “business hippie.”Her approach is refreshingly rare: she has no shareholders, keeps six months of salaries and running costs in reserve, and has built a culture so strong that many of her team have stayed with her for decades. Ask anyone in the industry, and they’ll tell you she’s one of the kindest leaders they know.In this conversation, we explore leadership, the changing beauty landscape, why she never sold out – and how to stay just as excited about your business on Day One as you do decades later.ultrasun.co.ukskinsense.co.uksbcproskincare.co.uk

Have you ever wondered what really goes on when a beauty brand tries to score a spot onto the hallowed shelves of Harrods or Space NK? Catherine Bossom has not only had a front-row seat, she’s also played a starring role. From her early days as a graduate trainee at Harrods, to senior buying positions at Space NK and Selfridges, she has spent twenty years in the thick of luxury beauty retail — and has lived to tell the tale.Now, as the guiding spirit behind her consultancy, Yellow Flamingo, Catherine helps bewildered founders untangle the riddle of what buyers actually want (hint: not what you imagine). In this conversation, we chat about how a brand’s story is often far more seductive than the quality of its product line, that personal connections are massively overrated, and the brutal reality of what retail can and can't do for your sales figures.From the days when buyers had to physically cross continents in search of the next great discovery, to today’s overcrowded marketplace where every buyer is positively snowed under with pitches, Catherine offers an insider’s view — witty, unsparing, and utterly invaluable to anyone tempted to storm the beauty shelves. We also talk about Catherine's own business journey and how a family tragedy spurred her on to take the road less travelled.yellowflamingo.org

In this episode, we sit down with Anna Teal, CEO of Grown Alchemist, to chat about her incredible journey from traditional retail at Boots to leading one of the most innovative biotech beauty brands on the market today.Anna shares the reality of transitioning from corporate to small business life and how emotional investment becomes everything when you're running your own show. We dive into Grown Alchemist's unconventional approach to demographics – moving beyond just age and location, to tapping into what their customers actual passions are, which has resulted in a number of successful brand partnerships in fitness, music and travel.But this conversation goes beyond business strategy. Anna gets refreshingly honest about overcoming public speaking anxiety, the game-changing concept of creating your own "personal board of directors," and why she believes mindset is more important than tactics when it comes to success.grownalchemist.com

Meet Lizzie Ostrom, the pioneering fragrance specialist and writer, who helped revolutionise how we experience perfume. Known by her stage-persona "Odette Toilette", Lizzie identified a crucial gap in the fragrance world fifteen years ago and created her fun experimental fragrance events, where she would mix fragrance with subjects like psychology, music and cinema. She is also the author of Perfume: A Century of Scents which tells the stories of one hundred fragrances through ten pivotal decades of the twentieth century (including the iconic 99p body spray of the 1990s: Impulse 02).We explore how her background in PR and early exposure to online fragrance communities led to her breakthrough realisation that there was nowhere to engage with perfume in a relaxed, accessible way outside of intimidating beauty counters. She also shares the story behind her groundbreaking Somerset House exhibition and reflects on what made her events so popular. We also touch on creativity, entrepreneurship and the art of making meaningful connections through scent.

We sit down with Suzy Griffin Dunne, founder of Irish makeup brand Hildun Beauty, to explore what it really takes to build a successful makeup brand from scratch. Suzy shares her fascinating journey from beauty writer to brand founder, revealing why she started Hildun Beauty during maternity leave with just two eyeliner pencils that she sent to makeup artists who didn't know her from Adam. We dive deep into the complex world of beauty manufacturing, discussing why Korean labs excel at innovative formulas while Italian and German manufacturers lead in pencils and traditional products. Suzy explains her philosophy of working with specialist manufacturers for each product category to ensure exceptional quality, even though it creates logistical headaches. We also explore her successful collaboration with makeup artist Hannah Martin, the thriving Irish beauty scene where authenticity reigns supreme, and how she's built a loyal community that provides constant feedback. Our chat offers genuine insights into the challenges of founder-led beauty brands, from navigating manufacturer relationships to building resilience in a competitive industry. hildunbeauty.co.ukInstagram: @hildunbeauty

Sophie King went from corporate life to building a fragrance empire with over 145K YouTube subscribers and her brand SOKI London, but her journey wasn't linear. After surviving meningitis and a week-long coma, Sophie found the courage to pursue her passion for perfume, launching both a successful YouTube channel and her own fragrance brand. This is a conversation about turning passion into profit, building genuine connections with your audience, and why sometimes the biggest challenges lead to the greatest breakthroughs.In this episode, we explore how a life-threatening illness became the catalyst for entrepreneurship, her approach to building authentic connections versus polished perfection, and how she deals with fake reviews and online criticism as a founder. Sophie shares why she continues to review competitors' products on her own channel, the realities of self-funding a fragrance business, and her unique approach to fragrance education that cuts through marketing fluff. We also discuss her upcoming retail partnerships, expansion plans, and what's next for the brand as she continues to democratise the often intimidating world of perfume.sokilondon.com / youtube.com/sokilondon

Sarah Rotheram has spent her career breathing new life into some of the world's most beloved fragrance houses, including Penhaligon's and Creed. In this conversation, she reveals the secrets behind modernising heritage brands without losing their soul - from her essential "who we are, who we are not" exercise to why she interviews hundreds of frontline staff before writing any strategy. Sarah shares her philosophy on leading with creativity over data, explaining why the best commercial successes come from passion and gut instinct rather than endless PowerPoint presentations.We dive deep into one of the most ingenious marketing campaigns I've ever heard of - the Juniper Sling launch that turned a zero-budget challenge into a sold-out speakeasy experience in a Fitzrovia car park. Sarah also opens up about the personal side of building a career in luxury beauty, from overcoming imposter syndrome to her biggest regret about waiting to have children. Whether you're building a brand, leading a team, or navigating your own creative career, this episode is packed with wisdom about staying authentic whilst driving commercial success.LinkedIn

What happens when hardcore pornography becomes sex education by default? Cindy Gallop has spent 16 years fighting to change that. In this essential conversation, the founder and CEO of Make Love Not Porn explains why her platform showing real-world, loving sexual relationships is more urgent than ever. From the rise of incel culture to shows like 'Adolescence,' Cindy breaks down how the absence of honest conversations about sex is shaping an entire generation, and shares her accidental journey from a viral TED Talk to creating what she calls the "documentary" to porn's "Hollywood blockbuster."We dive deep into why love needs to come before sex in education, the shocking barriers female-led sexual wellness companies face while erectile dysfunction solutions advertise freely, and real stories of trauma survivors finding healing through authentic representation. Cindy's mission to "socialise, normalise, and destigmatise sex" offers a thoughtful alternative to both moral panic and uncritical sex positivity, while her upcoming Make Love Not Porn Academy aims to arm parents and educators with the tools for honest conversations about sexuality, relationships, and digital culture. Whether you're a parent, educator, or simply someone navigating modern relationships, this conversation will change how you think about sex, love, and body positivity in the digital age.Content Warning: This episode contains sexually explicit themes and strong language.MakeLoveNotPorn.com | @CindyGallop | @MakeLoveNotPorn

Ever wondered what really goes on behind the scenes in perfumery? Our latest episode with fragrance educator and author Karen Gilbert helps lift the lid on the "smoke and mirrors" world of fragrance.From accidentally falling into perfumery to becoming one of the most respected voices in fragrance education, Karen talks about why that "pheromone perfume" trend is complete nonsense, how your nose is basically connected to your emotions and memories, the shocking truth about how commercial fragrances are REALLY made, and why scent is literally the best salesperson for your products.Karen has authored several books including "Perfume: the Art and Craft of Fragrance" and hosts her own podcast, The Perfume Making Podcast. She teaches perfumery worldwide from her scent studio in the New Forest.If you want to start a perfume brand, curious about how a perfume gets made or just love learning about the power of scent, this episode is for you.karengilbert.co.ukpodcasts.apple.com/us/podcast/scent-as-story-how-to-build-a-brand-that-captivates/id1693602939?i=1000677264386

What are beauty buyers really looking for? In this episode, Viola sits down with Louisa Harris, Beauty Director at Debenhams, for an insightful conversation about her remarkable 15-year journey through the beauty retail industry. From working weekends at the YSL counter in Boots to leading beauty strategy at Debenhams, Louisa shares her career progression through Harvey Nichols, House of Fraser, QVC, and seven transformative years at Cult Beauty during its meteoric rise from startup to acquisition by THG.Louisa reveals what beauty buyers really look for when evaluating new brands, the biggest mistakes brands make when pitching, and how TikTok has disrupted traditional retail forecasting. We explore evolving customer behaviours, the intersection of beauty and wellness as a growth area, her current beauty favourites from MAC to Veronique Gabai fragrances, and her thoughts on the future of beauty retail – including AI's role in customer decision-making.LinkedIn

“I went in with a mindset very much of how can I leave people better off for me having been here.” Really delighted to talk to Lee Pycroft a renowned makeup artist turned registered psychotherapist who has worked with A-list celebrities as well as the top supermodels of the 90s – Cindy and Claudia to name but a few. While people are quick to dismiss the beauty world as ‘frivolous fun’ or ‘shallow’, Lee talks about how beauty rituals can be a valid form of therapy, as made evident through her charity work with vulnerable communities such as domestic abuse survivors and war veterans – which caused her to eventually retrain as a Human Givens Therapist. She now combines her beauty expertise with therapeutic principles to help people understand how daily rituals can support mental wellbeing – which many brands can take note from when it comes to storytelling and customer engagement. Lee explains how she transitioned into therapy, the psychology behind beauty rituals, and her vision for the industry's future role in mental health support. Hope you enjoy this insightful and inspiring talk as much as we did!leepycroft.co.uk / @leepycroft

In this episode, I sit down with Mandy Aftel, founder of Aftelier Perfumes and a leading voice in natural perfumery for over 30 years. Mandy shares her remarkable journey from psychotherapist to perfumer, and how researching a novel with a perfumer character led her to discover her true calling.We explore the philosophy behind her successful small-scale business model that prioritises quality and personal connection over rapid growth, and discuss her influential book "Essence and Alchemy," published in 16 languages.Mandy offers insights into the profound human connection with natural essences, the differences between natural and synthetic fragrances, and the educational mission behind her Aftel Archive of Curious Scents museum in Berkeley, California. Whether you're interested in perfumery or thoughtful approaches to business, Mandy's wisdom about creating beauty and following your own path makes this conversation both inspiring and practical.aftelier.comaftelarchive.com