SLG Brands is celebrating a major industry win following the success of its collaboration with White Fox Boutique, which secured two top honours at the Brand & Lifestyle Licensing Awards 2026, marking the event’s 10th anniversary.
The White Fox Beauty range, created by SLG in close collaboration with Georgia Contos and her team at White Fox Boutique, was awarded both Best Brand Licensed Health, Beauty and Wellbeing Range and Best Brand Licensed Retail Marketing Initiative. The awards recognise a launch that combined product innovation, strong brand licensing and best in class retail execution.
The campaign successfully translated a digitally native fashion brand into measurable, large scale physical retail performance. The collection delivered standout sell through during peak Christmas trading and achieved a 22.9 percent uplift in brand awareness, supported by over 3 million impressions across retail media and social channels.
Execution combined large scale in store activation with a coordinated creator and retail media strategy. Flagship retail theatre, digital screens, in store radio and front of store security cladding were supported by creator partnerships filmed in store and amplified through White Fox’s own social channels. Boots store teams further extended reach through over 200 TikTok posts, driving more than 2 million views.
The result demonstrates how licensed fashion IP can drive measurable retail results at scale.
Lucy Beresford Managing Director of SLG Brands said: “Discovery is happening faster than ever and retail needs brands that can convert that momentum into sales. That is exactly where SLG operates. We bring together culturally relevant brands, product innovation and retail partners with real merchandising authority to create launches that generate demand and deliver results. This success with White Fox shows how social first brands can translate into physical retail at scale when the execution is right.”
SLG Brands extends its thanks to the teams at White Fox Boutique and Boots UK for their collaboration, as well as to Max Publishing for hosting another successful event and supporting the licensing industry.
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 White Fox, 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