How We Got Our Beauty Brands into Boots (And How You Can Do It Too)
Breakout Beauty UK's lunchtime webinar series, built to give UK beauty founders the tactical, no-BS playbook they need to scale.
What Is This Session?
This is Episode 3 of "How to Breakout in 2026" - Breakout Beauty UK's lunchtime webinar series, built to give UK beauty founders the tactical, no-BS playbook they need to scale.
This session delivers the complete, end-to-end roadmap to getting your beauty brand listed with the UK's largest beauty retailer as told by two founders who actually did it.
We’ll talk through:
Why retail was part of their growth strategy,
What they did to prepare the business to take on retail,
The process they took to pitch their brands to buyers, what they think made them stand out, and what they’d do differently,
How they prepared to become ‘retail-ready’ and get onto shelves,
What they do to maintain sales in store,
What they would do differently, better, or avoid next time.
Ning Cheah is the founder and director of The Beauty Crop, a London-based vegan beauty brand she launched from her flat in 2014 while working 12-hour days and raising two children. Ning built The Beauty Crop into an eight-figure business now stocked in major UK retailers.
Daisy Kelly is the founder of Glow For It a completely bootstrapped brand behind the UK's no.1 lash growth serum on TikTok, with nearly half a million units sold, 69 million+ impressions, and a listing with the UK's largest beauty retailer.
Two founders. Two very different paths. One shared result: a listing with the retailer every UK beauty brand wants to crack.
Hosted by Paul Finch, co-founder of Growth Studio and architect of Breakout Beauty UK. Paul has helped accelerate 2,500+ startups across 18 countries, he'll dig into the exact pitch strategies and data points behind both listings, and ask Ning and Daisy all the hard questions early stage founders want to hear the answers to.
What You'll Walk Away With
The retail-ready blueprint. What you’ll need to do to make your brand attractive to buyers and retail-ready.
How to transition from DTC to retail. What changes when you go from selling direct to sitting on a major retailer's shelf - supply chain, margins, and brand positioning.
How to stay listed, not just get listed. How both founders drive growth, sales, and innovation inside a retail partnership.
Paul Finch's operator lens. Paul will pressure-test each strategy and connect the dots between what worked for Ning and Daisy and what you can apply to your own brand.
Who Should Attend?
Early-stage and scaling beauty founders looking for a step-by-step roadmap to secure a listing with a major UK retailer - whether you're DTC-only or already exploring retail wholesale.
Aspiring beauty entrepreneurs who want to understand what it actually takes to pitch, negotiate, and land a retail deal before you even start the conversation.
Corporate partners and retailers exploring what makes emerging beauty brands worth backing and what the current pipeline of UK indie beauty talent looks like.
Register
Applications are opening in April 2026. Programme launches July 2026.
Founders: Register your interest to be notified when BBUK 2026 applications open.
Partners: Express your interest and let's talk about partnership for 2026.
If you're serious about scaling your beauty brand, this is your starting point.
🗓 Tuesday 21 April | 12:00–13:00 GMT
🎙 Host: Paul Finch, Growth Studio
👥 Guests: Ning Cheah, Founder & Director at The Beauty Crop · Daisy Kelly, Founder & CEO at Glow For It
Register now. Come with questions