Curated Beauty London was established by three co-founders, Natalie, Sam, and Ros, who collectively possess decades of experience within the beauty and wellness industries. Their motivation for launching the brand was to offer clarity and simplicity to consumers, aiming to declutter the overwhelming beauty market.
The founders have a background working with both major corporations and innovative, smaller brands. Through their careers, they’ve observed the industry’s tendency towards making “glossy promises,” promoting extensive “10-step routines,” and using overly complicated ingredient lists. They recognised that many consumers simply want products that are effective without the complexity. In response to this, they created a brand with a different approach.
Curated Beauty London is a curated selection of skincare, haircare, and wellness products. The brand’s philosophy is centred on products that are “purposeful, proven, and beautifully effective”. Ros Simmons, who leads product and brand development, shared that after years of helping other brands grow, the founders wanted to create something of their own. She described the brand as a space that feels “honest, empowering, and genuinely useful”. The debut product line includes items ranging from powerful serums to wellness supplements. Every single product is hand-picked by the founders based on its performance, integrity, and relevance. The brand aims to provide “smart, high-performance formulas you can trust” and avoids endless product launches or pressuring customers to buy more.
Sam Grocutt, the brand’s PR and communications expert with 30 years of experience, noted that the beauty industry is filled with “so much noise”. She explained that the brand’s goal is to bring the focus back to what truly matters: “results, honesty, and products that earn their place” in a person’s routine. Natalie Ingham, who contributes her expertise in customer insights and education, stated that the brand is about “real-life beauty” that can easily fit into a person’s daily life, whether they have five minutes or twenty. Each product is chosen to meet a specific need, not just to fill a shelf. The brand’s products are described as high-performance, intentional, and grounded in real results, as they believe “confidence comes from what works, and what you can trust”. Curated Beauty London products are available for purchase directly from their website, curatedbeauty.london, and through their Curators, TikTok Shop, and Amazon.
