SLG Brands, the leading beauty brand incubator, is thrilled to announce a dynamic new partnership with PS Paul Smith, bringing an exclusive men’s personal care and grooming edit to beauty leader Boots for Autumn/Winter 2025.
Anchored in the PS Paul Smith Happy collection, this debut range was carefully curated and designed by the Paul Smith and SLG Brands British design and development teams.
Every item in the collection is intended to elevate, blending premium self-care essentials with a sense of playfulness, optimism, and British design-led storytelling.
A Collection of 13 Elevated Grooming Edits
The collection features 13 exclusive edits, each meticulously curated, having been informed by social media insights to enhance modern grooming rituals. Designed to be both functional and desirable, the range includes overnight essentials, elevated everyday fragrances, grooming tools, and multiuse self-care products, all created with a refined, minimalist aesthetic that embodies the PS Paul Smith identity.
Boots: A Strategic Retail Partner
The partnership with Boots complements the retailer’s own strategy to elevate its offer through exclusive, innovative and trend-driven offers for today’s beauty narratives, alongside their ongoing investment in an enhanced in-store and omni-channel experience, which has seen the UK retailer report incredible recent results including 14 consecutive quarters of growth.
SLG Brands: A Specialist Partner in Brand Evolution
As an industry leader in beauty and grooming innovation, SLG Brands was appointed as the specialist partner to develop this strategically led collection. Known for its ability to blend consumer insight, design innovation, and retail expertise, SLG has crafted a range that not only aligns with PS Paul Smith’s creative vision but also expands its consumer reach across new channels.
A Thoughtful Approach to Design
The range incorporates sustainable design principles, including reduced plastic usage and responsibly sourced materials, refillable products and second use packaging—reinforcing both SLG Brands and PS Paul Smith’s commitment to sustainability.
Ashley Long, CEO at Paul Smith, says:
“We are very excited to be embarking on this new journey with SLG. We wanted to create a grooming collection that champions quality, functionality, and positivity – values that underpin all Paul Smith products. We are looking forward to connecting with a new PS Paul Smith audience as well as expanding the product offering to our existing customer base”
Lucy Beresford, Managing Director of SLG Brands, added: “Partnering with PS Paul Smith has been an incredibly inspiring journey for our team. We set out, at the beginning of our partnership to bring, what we coined as ‘Joy’dom’ to the category, and we can’t wait for consumers to experience the debut collection.”
Coming Christmas 2025
Set to debut exclusively at Boots, the PS Paul Smith Happy range is poised to make a statement this holiday season, merging iconic British design with contemporary beauty innovation. With a focus on new consumer recruitment, premium storytelling, and a strategic retail footprint, this partnership marks an exciting new chapter for PS Paul Smith, SLG Brands, and Boots.
About SLG Brands
SLG is a global beauty brand owner and incubation platform partner who has developed, and launched some of the most exciting, vibrant and authentic beauty brands available around the world; all housed in the company’s integrated award-winning laboratory, design studio, and workspace in Cheltenham UK.
Founded in 1985, SLG is led by creative pioneer Miles Dunkley, alongside industry visionaries Lucy Beresford and Richard Buckland, and their team of experienced specialists. They have harnessed the perfect synergy between bringing indie-brand adaptivity and future-thinking cool, with global authority, innovation and industry-leading expertise, built over 4 decades.
Their portfolio of purpose and insight driven brands includes: COLAB Dry Shampoo the most followed dry shampoo on social media in the world; Johnny's Chop Shop #2 male grooming brand in the UK; Rhyme&Reason the first and only eco-minded hair care brand to use no new plastic in both their bottle and cap; Velvotan the original patent owned tanning mitt and most recently the Happy Hair People range, supporting mental health signposting service Project Healthy Minds in the USA.
SLG also operates as an international brand incubator platform and is particularly reputed in the industry as being design driven and fuelled by fashion and trend, strategically designing and creating brands, collections and product ranges in partnership with global retail multiples such as Boots, Target, Walmart and Ulta, and for some of the biggest and most well-known fashion, lifestyle, celebrity, and influencer brands and personalities of the last 15 years.
These include the earliest breakthroughs in social media and influencer brand creation with Zoella and Gleam Future management, fashion powerhouses such as Superdry and Julian McDonald, through to British icons in talent and entertainment such as Little Mix and Fearne Cotton, alongside iconic brands PS by Paul Smith, Radley and Laura Ashley.
As a boutique business, SLG accelerate creativity and innovation with pace and control, free from the organisational bureaucracy of large corporate companies. SLG react quickly to the desires and demands of consumers, partners, technologies and marketplaces, ensuring they operate as a bold, agile and exciting partner.
For more information, imagery or just to have a chat please email the newsroom pr@slgbrands.com