What we do

The plan, and the P&L behind it. Pricing and margin by channel. Which channels to be in and in what order. When to go international, and whether to sell direct or through distributors. What to make next, and what to stop.

Which retailers to be in, and in what order. How to get a listing, and what one really costs in margin, marketing investment, stock and cash, and how it flows through to the channel P&L. We've worked with many retailers, from independents to large chains including Sephora, John Lewis, Marks & Spencer, Target, Ulta and Superdrug.

Listings and content, advertising, stock and fulfilment, Brand Registry, and the tax and KYC identity check hoops to jump through when expanding to Europe and the US that nobody warns you about. We set it up and hand it to your team or agency with the playbook.

Your own store (we've been working with Shopify for over 10 years), and the business behind it: conversion rate, LTV (Lifetime Customer Value), CAC (Customer Acquisition Cost), subscriptions, email & CRM, promotional strategies (including bundling, kitting & merchandise), partnerships, wholesale ordering portals (plus integrations with ERPs), international shipping and an iPhone app if you need one.

We can work with your agency and advise you on whether the work they are quoting for is required and priced correctly. If you're building your brand and tribe from scratch, we can help.

If you need help combining existing stores (e.g. merging USA into UK) on Shopify Markets, we've done that too.

From brief to shelf. We can review formulation briefs (or help you write them!) and connect you with the right formulation house and 3PM (Third Party Manufacturer).

We set-up The Beauty Bench at Pai in 2026 to help brands through the development process providing end to end support on packaging selection and compatibility, getting the claims right, running the clinical and user trials, and taking the product through regulatory and certification: COSMOS Organic, Leaping Bunny, Vegan Society, B Corp, ISO and SPF / Suncare testing.

Manufacturing, in-house or contract, and the choice between them. Forecasting, stock, logistics and 3PLs, at home and abroad. A finance function that tells you the truth about margin. The unglamorous work that decides whether growth makes money.

Small tools for small teams. A product information system that holds everything true about your products and writes the retailer forms, the listings and the press copy in your voice. A forecasting model that isn't a spreadsheet. The dull integrations between the systems you already have. Built to fit your business, in weeks, and handed over so it runs without us.

Intellectual Property is one of the most crucial things to nail down early to protect your brand globally and equally important to maintain as you expand overseas.

When bringing in external investors it is one of the things they will look for - strong brand equity that is protectable. We have won some David & Goliath trademark battles in our time, registered a patent (a 5 year process!) and can introduce you to affordable TM attorneys who will hold your hand and act as a true partner.

Securing the listing is the first big step. Driving sell-out is the second, much harder challenge - especially when your brand awareness is low. Ensuring you have representation on the shop floor is vital and it doesn’t always mean an expensive field sales team. Getting shop floor BAs fully trained and passionate about your products can turn them into invaluable brand advocates.

We can advise on wider education strategy from the other side of the fence too - providing retailers’ education managers with generic product, skin physiology and ingredient training to bake into their own BA training programmes.

Before a deal: due diligence and investment readiness, an operator's read on the product, the channels, the operations and the numbers behind the deck, in plain English. After a deal: hands-on help for the brand you invested in or own.

Non-executive roles for beauty and consumer businesses that want someone at the table who has founded one, run one and sold one. We have sat on both sides of the board table.