Who Are Shaping London’s Cosmetics Industry? UK’s Most Influential Startups 2023

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London, renowned for its pioneering stance in the beauty and cosmetics sector, is home to exciting startups revolutionising the industry. With a focus on sustainability, inclusivity, and innovation, these new companies are challenging conventions, reshaping the beauty landscape and making a mark in the United Kingdom and beyond. Let’s delve into some of London’s fascinating cosmetics startups.

Many of these startups strategize on the principles of clean beauty, a concept that prioritises non-toxic ingredients and environmentally conscious practices. Not only do they attend to individual needs and aspirations but also strive to make lasting, positive impacts on our planet.

This article guides you through 15 outstanding cosmetics startups in London, their unique propositions, industries they are operating in, and the creative brains behind them. Each company is transforming the beauty scene in its unique way, be it through inclusivity, tech-integration, or commitment to sustainability.

The Wild Curl

Co-founded by Albert Abello Lozano and Vanessa Martins Lopes, The Wild Curl addresses the long-standing neglected aspect of the beauty industry: curly hair care. Adopting inclusive standards for beauty, this startup encourages women to embrace their natural curls with its carefully crafted products.


From the minds of Karen Harwood and Victoria Tydeman, Oodee is a paradigm of clean beauty. This skincare brand specializes in allergen-neutral products, making it a top choice for sensitive skin.

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Conceptualized by Gemma Colao, OTO merges wellness with beauty by integrating CBD into their skincare range, thereby creating products that nourish the skin and relax the mind.


Dermoi! is a cosmeceutical brand that offers a combination of homecare products, skincare analysis, advice, and treatments, thereby adopting a holistic approach to skincare.

Sports HAI

Grace de Alvaro conceived Sports HAI, the first makeup brand catering specifically to healthy, active, and inspired individuals who don’t want to compromise their look during physical activities.


Cosmetify is an e-commerce platform that offers a wide range of beauty products including haircare, makeup, skincare, fragrances, and nail products, offering customers a large selection in one place.

Insignia London

Insignia London is an e-commerce store selling organic skincare products, providing consumers with healthy and natural alternatives.

Clockface Beauty

Sarah Thomas launched Clockface Beauty, a skincare brand that prides itself on its 100% natural, organic, and vegan products, appealing to ethical and environmentally-conscious customers.


Faace offers a range of cosmetics and personal care products manufactured with organic ingredients and a natural design, taking clean beauty to a new level.

Love Ocean

Spearheaded by Gabrielle Jennings, Love Ocean develops ocean-friendly bathroom products wrapped in sustainable packaging, adhering to principles of corporate social responsibility.


GetHarley aims to bring personalized end-to-end skincare solutions for every skin type, effectively taking the guesswork out of skincare routines.

Beauty Matching Engine

Led by Nidhima Kohli, Beauty Matching Engine is an AI-based platform that enhances the customer journey through prediction and personalisation. It redefines digital marketing strategy for beauty companies.

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CTZN Cosmetics

CTZN Cosmetics is revolutionising the industry with its comprehensive line of inclusive nude lip products, addressing all skin tones and types.

My Beauty Brand

Max Leykind’s concept My Beauty Brand partners with global artists, brands, and talent to launch innovative, expert-formulated, limited-edition beauty collections.

Yard and Parish

Co-founders Alesha Bailey and Samantha Newell’s Yard and Parish is an online marketplace for fashion, accessories, and lifestyle products celebrating and promoting African Diaspora in the world.

From embracing natural beauty to harnessing cutting-edge technologies, these London-based cosmetics startups are leading the charge towards a progressive and inclusive beauty industry. With their unique vision, continuous innovation, and passion, they redefine beauty norms, offering consumers an array of exceptional products that look good, feel good, and do good.

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