85 COMPANY PROFILE BEAUTY FOCUS Mad Beauty offers design-led, feel-good bath, body and beauty gifting, with Founder Trevor Cash and wife Emma having built a strong brand thanks to spotting a chance opportunity When did you start up and why? The brand was co-founded by myself and my wife Julia back in the year 2000 when we spotted a gap in the market on a trip to New York for distributing colour changing nail polishes manufactured in the US to the UK’s professional beauty sector. What prompted you to launch the business? A strong passion and belief that by merging the skills we had gained from our previous professional backgrounds (mine being Music and Audio distribution, MAD! and Julia’s in beauty therapy and consultancy) that we could build a strong brand to fulfil the opportunity we had foreseen. What challenges have you overcome since the company’s launch? In order for the business to grow, we had to transition from being a supplier purely to the professional beauty industry, to suppling our impulse purchase retail products to a wider network of retail partners on the high-street and beyond. We face all the normal challenges faced by any rapidly growing business, but working through the pandemic, handling the office-shutdown whilst continuing the product development and supply chain processes was very challenging indeed. We were super proud to still deliver every single product for AW20 and AW21 on-time to our customers. Tell us about your product offering. We offer design-led, feel-good bath, body and beauty gifting to both men and women across the globe with our manta ‘serious about making cosmetics fun’ being key to every product we invent. We offer a range of both ‘Mad Beauty’ own-label beauty products as well being a beauty licensee for some of the World’s biggest brands, Disney and Warner Brothers. With our background in the professional beauty industry, whilst we may attract customers initially through fun packaging design, we aim to surprise and delight customers with our high quality, effective products and we believe this is why they return to us time and time again. What are your most popular products? This can depend greatly on the character and designs used in the packaging. With licensed products some of the perennially popular properties can drive sales, but over the years our hand cleansers, which we have been selling for over eight years, so not just a reaction to COVID, and our
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