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Mad Beauty
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Mad Beauty
turns 22 in ’22!
Gifts Today finds out the story behind the global brand Mad Beauty from its co-founders Julia and Trevor Cash
When Julia and Trevor Cash co-founded Mad Beauty back in the year 2000, they would never have predicted the global presence their award-winning brand would go on to hold 22 years on.
The merging of their very different professional backgrounds proved to be the perfect starting point for their beauty brand, with Trevor’s previous vocation being music and audio distribution (Mad) and Julia’s extensive background in beauty therapy and consultancy (Beauty).
It was a trip to New York which changed the future of their careers, when they spotted an innovative gap in the market and got to work distributing colour-changing nail polishes manufactured in the US to the UK’s professional beauty sector. Since then, built on the strong foundations of mutual support and determination, Mad Beauty has gone from strength to strength and is now available in more than 40 countries worldwide.
Creativity and imagination
Creativity and imagination evolved the business from selling impulse purchase pick-up lines in beauty salons to developing high-quality, effective, must-have beauty gifts for men and women in some of the UK’s biggest high street stores and grocers. Now seen as one of the UK’s leading beauty gifting manufacturers, they develop bespoke and branded products for customers all over the world.
In 2015, Mad Beauty decided to align its brand with market-leading licensors, and launched its first ‘Never Too Old For’ licensed brand, with Kellogg’s Vintage winning Licensed Brand of the Year at its first outing. This range was a huge hit, combining fun and novel products with a splash of nostalgia to cement the couple’s mantra of ‘serious about making cosmetics fun’.
The success of the brand was further strengthened when both Disney and Warner Brothers approached the business looking for a licensee partner to create innovative and stand-out beauty gifts.
Since then, Made Beauty continues to be recognised for its innovation and fun approach, with both its Mad Beauty own-label brand and, in the licence arena, winning an International Licensing Excellence Award for ‘Beauty Aid of the Year’ for two consecutive years with products from its Warner Brothers Friends range.
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New for A/W
This Autumn/Winter, the brand is launching a further four new franchises under the Disney and Warner Brothers licences, with 10 new ranges in total set to hit shelves ahead of the festive season.
Mad Beauty is excited to launch the Warner Brothers Elf Bath and Body collection, having had copious laughs in the office coming up with innovations such as the hilarious yellow snow bath salts and fragranced bath spaghetti, alongside the all new cult-classic Warner Brothers Scooby-Doo! range.
Disney’s Mickey Mouse will be giving a nod to nostalgia with a new retro-inspired range, while the company also widens its spooky offering with a new licence inspired by the movie, Disney’s Hocus Pocus. The much-loved doe-eyed fawn, Disney’s Bambi, will also be gracing shelves in a stunning collection of florally fragranced bath and body gifts, from a 3D moulded soap on a rope to a Thumper-inspired pedicure set.
On the ‘Mad’ own-label side, the brand recognises the growing trend of creating beauty rituals at home with a new range of DIY gift sets, as well as a Nordic-inspired range of stocking fillers, and a new Festive Bells collection - with the added detail of real jingle bells on each product!
What piece of advice would Julia and Trevor have given themselves when starting out? Their answer is simple: “Have more belief in yourself - don’t hold back! We’ve learned to trust our gut and intuition over the years.”
A truly successful partnership - 30 years of marriage and 22 years in business - is a rare thing, and a whole lot to celebrate. We’re excited about what the future holds. A great big happy birthday to the whole Mad Beauty team!
Mad Beauty will be taking a break from the Autumn shows this year, but be sure to get in touch with the sales team for a copy of its 100-page catalogue for 2022/23. Call: 020 8958 0555 Email: sales@madbeauty.com Visit: www.madbeauty.com
