“Britain has always led the way with trends,” says Sebastian James, CEO of the 171-year-old retail giant Boots. “From punk to professional to sustainable, we need to make sure we keep on doing this if we are to remain relevant in the global industry.” In line with our uniquely British sensibility, we look for humour and originality in the things we purchase, and spent in the region of £27.2 billion last year on beauty products and services.
Most importantly, our diversity has helped the industry to flourish. “We’re a multicultural nation and I feel our beauty industry embraces that,” says Kendall. “I look at some of the smaller haircare brands specifically designed for certain hair textures, and this stems from the frustration of not having what we need, but equally sparks creativity. So it really is a melting pot of creative talent.”, agrees with the “melting pot” analogy.
Perhaps a belief in community is the secret to success. “This part of Wales isn’t an area that has a lot to offer anyone wanting stable and long-term employment,” says Wynn. “I hope we’re securing jobs for people who want to stay here.” Inge, who saw a growth in net sales of 31 per cent last year at Cult Beauty, says authenticity – and a vision that extends beyond merely profit margins – is key.