Minto has been teasing the launch on Instagram since July – posting colourful images with captions such as: “Everything in makeup, looks the same!” Ok. Let’s do something completely different.”
With playful branding and bright colours, Trouble Maker has been created for ‘Gen Zalpha’ – those upcoming beauty consumers who are just entering their teenage years and wanting to experiment with their own makeup products.
As well as embracing the move towards ‘playful beauty,’ the brand is also aligning with the growing demand for collectability and accessorising.
Trouble Maker will launch its selection of lip, eye and face products in Superdrug stores across the UK. Products are priced from just £2, with an average price of £5, and nothing costing over £10.
It has already launched with 300 SKUs and has plans to quickly grow to 400.
It also has ambitious expansion plans and by the end of 2025, is aiming to be stocked in 400 Superdrug stores in the UK.
By the end of Q1 2026, it’s also aiming to expand into nine more countries including other European countries, Middle Eastern countries, GCC and India.
From brand incubator to brand launch
Minto has set up the brand with cofounder and wife Sally and creative director Alex Dignum.
After leaving Revolution Beauty in 2022, he since launched brand incubator Rebel Rebel, which aimed to offer a full support system to the brands it invested in or acquired. However, it now as the extra element of launching its own brands. Trouble Maker is the first of these and it may very well not be the last.
