Key takeaways
- Curated Beauty London is a new brand founded by beauty industry veterans.
- The brand focuses on simplified, high-performance essentials across skincare, haircare, and wellness.
- Its first launch, Inner Confidence, combines NMN with high-strength vitamins for energy, immunity, and hormone support.
- The brand is available via D2C, Amazon, and TikTok Shop, with a strong focus on community and education.
- Skincare and haircare launches are underway, with a focus on efficacy, transparency, and consumer trust.
Curated Beauty London is a new skincare, haircare, and wellness brand created by a team of beauty industry experts, each with over 30 years of experience. The range promises to “cut through the clutter and bring some clarity back to your bathroom shelf”.
Having noted the overwhelming choice and often complicated routines marketed to consumers, the founders decided to focus on hard-working essentials for skin, hair, and wellness – including retinoid serums, an SPF and primer, and wellness supplements.
The brand has launched across D2C, Amazon, and TikTok Shop with its first product, Inner Confidence – an NMN + essential high-strength vitamin supplement (Bs, C and D) – and is set to launch its skincare and haircare ranges soon.
We spoke to co-founders Natalie Ingham, Ros Simmons, and Sam Grocutt to find out more…
Cosmetics Design Europe (CDE): Why did you decide to launch this beauty brand?
Sam: We’ve all spent decades working in beauty, but from different angles – Ros in international brand building, Natalie in sales, customer experience and education, and me in PR and communications. We met when Ros asked me to PR the launch of MONAT into the UK in 2018. Natalie and Ros have worked together within some well-known beauty companies for around 25 years. What united us was seeing the same frustrations in the market: too much choice, too many over-hyped claims, and customers left feeling overwhelmed. So many of our family and friends always started conversations with us the same way: “Sorry, why do I need this and what does it do?” So, we wanted to strip that back and create a brand that’s effective and genuinely useful.
Ros: For me, it was also about putting our combined experience into something that would resonate with women of my age. And after years of helping other brands grow, this is one where we’ve shaped every detail ourselves to create something very tailored to our customer base.
CDE: Your first launch is a beauty supplement, Inner Confidence. Why start with a supplement, and why these ingredients?
Natalie: Wellness is where beauty and health meet, and supplements have become a huge part of that. We wanted to start by addressing the issues we face from 35+ and be at the forefront of creating products that bring the latest developments in ingredients and technology into something that makes a difference.
Ros: NMN was the obvious hero ingredient – it’s one of the most exciting areas of longevity science, as it helps replenish NAD⁺ levels, which naturally decline with age. But on its own, NMN wasn’t the full story. That’s why we combined it with high levels of vitamins B, C and D3, which are proven to support energy, immunity, and hormone balance. Together, they make the formula more rounded and effective for real life – and save you some money along the way!
Sam: And personally, it was the product I wanted myself! Something simple – one capsule a day – but with the science to back it up.
CDE: How was the R&D and formulation process? Did you face any challenges or regulatory issues?
Ros: We worked with expert formulators and nutritionists – myself included, as I’m a qualified nutritional therapist. Of course, we also went through rounds of testing to get the balance right, ensuring efficacy and compliance.
Sam: One challenge was making sure the dosage was meaningful. We wanted 500mg of NMN, and that required sourcing high-purity material that was fully tested.
Natalie: There’s very little regulation in the supplements industry – unlike cosmetics – so we chose to follow our own high standards for formulation, manufacturing, and labelling. That’s why you’ll see us focus on clear, authorised benefits like “supports energy” or “contributes to immunity”. It keeps us honest and builds trust with customers.
CDE: Why did you decide to retail via TikTok Shop and Amazon?
Sam: Accessibility. We decided from the outset to be multi-channel – that’s where our customers are shopping and discovering new products. TikTok Shop lets us reach an engaged, beauty-curious audience in an authentic way, while Amazon is about convenience and trust. Most people already shop there, so it makes sense to meet them where they are.
Natalie: We’re also selling direct on our website for that personal touch. When people buy from our site, they get the full experience – hand-written notes, little extras, lovely packaging, and recycled materials. We also have our Curator community – women who love beauty and can earn money by recommending us to their friends. Community is key for beauty brands these days.
CDE: How was the process of setting this up?
Sam: Honestly? A learning curve! TikTok Shop especially is a whole new world – the pace, the content, how you advertise, even the affiliate side. But it’s exciting. We’re learning quickly and feeding that insight straight into how we launch future products.
Ros: Amazon was more straightforward, but making sure the branding and storytelling come across on such a functional platform is something we’ve been very conscious of.
CDE: Skincare and haircare are coming soon – what can you share?
Ros: Skincare is happening right now! We’ve just launched our HPR retinoids New Beginning and Master Switch, and Flawless Defence SPF50 & Primer, which we’re so proud of. They’re smart, high-performance formulas that feel amazing on the skin and offer multiple ingredient benefits. We’ve got a few more SKUs coming this year too.
Natalie: Haircare is coming in October – including a scalp-strengthening serum, a dual-action moisturising and strengthening treatment, and a multitasking styling product. Hair loss is such a big concern for women and men, so we felt it was important to start with scalp health.
Sam: Across every category, the principle is the same: fewer, better products that earn their place in your bathroom.