SLG Brands, the British global beauty brand creator and incubator platform, are proud to feature the best of British beauty in their latest AW/Fall collections
With the launch of its AW/Fall beauty collections, the company continues to reinforce its position as the premier partner for British heritage and fashion brands seeking to expand into the beauty and personal care industry. With a uniquely creative and design-led approach, SLG collaborates with brands to transform their DNA into distinctive, high-performing beauty collections—bridging the gap between brand vision and expert beauty execution.
From Blank Canvas to Beauty Icon
At SLG, each collaboration begins with a blank canvas. The team immerses itself in the brand’s essence, ensuring every product concept, formulation, and packaging solution aligns seamlessly with the brand’s values and positioning. This meticulous approach has led to powerful partnerships with some of Britain’s most loved brands, bringing their aesthetic, innovation, and quality into the beauty space.
Iconic British Partnerships, Distinctive Identities
Radley – Attention to Detail in Every Design. A core name in British leather goods and an icon of accessible luxury, Radley’s seasonal colour stories inspire SLG’s beauty creations, ensuring each product complements the latest handbag and accessories collections. This unique synergy between beauty and fashion, and the close working partnership between the studios at Radley and SLG, allows Radley enthusiasts to extend their love for the brand into new categories.
PS Paul Smith – A Collaborative Vision for the Modern Man. SLG’s approach to brand immersion was key to the PS Paul Smith personal care collection. By deeply engaging with the brand’s heritage and creative team, whilst looking toward the up-to-the minute insights of global TikTok trends, SLG conceived a design concept and product edit that authentically reflects Paul Smith’s sophisticated yet playful aesthetic. Whilst curating products that meet the desires of the modern man and his lifestyle today. This collaborative process ensured that every detail—down to the signature use of colour and stripe motifs, to circular environmental product principles—feels inherently Paul Smith.
Laura Ashley – A partner through the ages. Laura Ashley’s rich history of intricate patterns and timeless femininity was reimagined for beauty through the artistry of SLG’s design team. The design journey starts with inspiration found in the extensive Laura Ashley archive where over 100,000 items are held. The beautiful archival prints are resized and recoloured to modernise them by SLG’s Head of Design, Craig McLaughlin, working closely with Laura Ashely’s in-house design team. Finally evolving into a stunning range of beauty products that seamlessly align with Laura Ashley’s renowned print heritage and has evolved over the course of a 15-year partnership
Caroline Gardner – The Joy of Giving. The renowned family-run, female-founded British brand is built upon the principles of spreading joy through giving, creating products that are design-led and overdeliver on detail and quality. Founder, Caroline Gardner was able to articulate her vision in the beauty space, by working with specialist SLG, who could both seamlessly deliver for her creatively, yet manage the complexities and rigour of the heavily regulated beauty environment. From fragrance development according to Caroline’s personal fragrance brief, to the final touches of artwork SLG became an extension of Caroline’s direction and imagination.
Lyle & Scott – Classic British Heritage Meets Modern Grooming. A brand steeped in British heritage and sportswear culture, Lyle & Scott’s collaboration with SLG blends classic styling with contemporary grooming essentials, celebrating 150 years of driving quality and craftsmanship. By drawing inspiration from the brand’s timeless aesthetic and sporting legacy, SLG has crafted a modern grooming collection that speaks to the Lyle & Scott consumer—delivering both style and substance for this milestone anniversary with a signature scent curated to complement every man.
Superdry – Pioneering Sustainability in Beauty. As the first licensed partner to achieve The Vegan Society accreditation for Superdry, SLG led the charge in aligning the brand’s commitment to sustainability with a fully vegan, cruelty-free, 100% recyclable beauty range. Additionally, the packaging specialists of SLG and Superdry worked together to eliminate the use of 4.6 million pieces of plastic from prior collections, exemplifying how SLG translates brand ethics into real-world product innovations that resonate with the modern consumer, underscoring the collective values and priorities of both businesses.
British Creativity, Global Execution
With MD Lucy Beresford bringing her extensive beauty and partnership industry expertise, SLG Brands continues to drive innovation, ensuring its partners’ beauty launches are not only commercially successful but also deeply authentic to their brand DNA. From luxury fashion to high-street icons, SLG Brands stands as the trusted partner for British names looking to enter the beauty and personal care space. Whether innovating in sustainability, harmonising with seasonal collections, or infusing a brand’s signature style into beauty products, SLG brings British creativity to life on a global scale.
For brands looking to expand their beauty footprint with a visionary and expert-led partner, SLG Brands is the definitive choice.
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