Stylpro is seeking to disrupt the beauty tool market with a new collection of accessible skin care devices.
The beauty brand from Tom Pellereau, a former winner of the BBC’s The Apprentice TV series, has launched a seven-strong range of tools including its first full LED Face Mask.
A Facial Cleansing Device, Anti-Fog Mirror, Hydro Exfoliator, Bamboo Volcanic Oil Absorbing Roller, Mini Microcurrent and Sonic Dermaplane device are also now available.
They will be stocked via Stylpro and retailers such as Lookfanstic and Beauty Bay, with prices ranging between £19.99 and £99.
Pellereau wanted to create a “buzz” in the beauty segment through the product line’s affordability, he told Cosmetics Business.
“It was always my initial target to try and make these tools accessible and get them into the mass market,” said Pellereau.
“What is the point in making products that are £300 that no one can buy.”
Stylpro's Wavelength LED Face Mask
The strategy and technology have been met with approval from Lord Alan Sugar, the initial investor in Stylpro and Pellereau’s close business partner for 13 years.
Lord Sugar, the founder of computing giant Amstrad, said he took 30% of the European market on computers by making its products £399, whereas IBM's were an estimated £3999.
“[The price] makes a massive difference, and the new collection is not just some gimmick as there is a lot of technology behind it - particularly in the face mask,” Lord Sugar added.
Keeping costs low, while ensuring quality, was one of the main challenges for the collection, according to Pellereau.
“For the Anti Fog mirror, it was really important we get it underneath £40 which was probably one of the most difficult ones.
“The energy and power, keeping it faultless, allowing the battery to last you 20 days, was always our target.”
The Mini Microcurrent device
The bolstered beauty device wardrobe builds on Pellereau’s previous viral products, including his Brush Cleaners which has been sold 1.5 million times globally.
Stylpro’s Neck Smoother also sold more than 20,000 units in its first year, and the business is predicted to generate £6m in sales in 2025.
Consumer response to the new collection has been strong, according to Pellereau, with over 200 Stylpro Mini Microcurrent devices being sold during the soft launch.
But recreating the success of viral products like the brand’s make-up brush cleaner can be challenging, according to Lord Sugar.
“One of the issues is that it is about popularising the product, and with the cost of television advertising it is impossible for items that sell for £29 - there is no margin to do it,” he said.
“So social media and word of mouth is the important thing.”
The 2-in-1 Light Up Sonic Dermaplane
Pellereau hopes that the timing of the launch, ahead of the upcoming 'golden quarter', will help more eyes see the new beauty tools.
“Getting ourselves on the wish lists for people for Christmas is what it is all about at the moment,” he added.
The popularity of Stylpro’s make-up brush cleaner allowed the business to grow, which in turn helped make the new skin care device range a possibility, said Pellereau.
But there is pressure for the new collection to succeed as Pellereau already has 15 products in the pipeline for 2025 – subject to Lord Sugar's approval.
Lord Sugar’s intention behind this is to present the very best from the brand, in an industry which he believes has continued potential for financial growth.
“[Beauty] is a commodity which is never going to go away, it is not a dying thing, but new technology is going to make it even more important,” said Lord Sugar.
Stylpro's Routine Facial Cleansing Device
Pellereau is keen to pursue nail tech in the new year and would be a return to the very beginning of his career when he launched an S-shaped nail file.
“I have been working on an improved version of our gel nail polish remover clips but as a business, we are still small and we have to be very careful and very selective,” he added.
“This year, it was really important to bring everything together within a skin care regime, rather than skin care and a random sort of gel nail.
“But gel nails are a fascinating area, and there will be more gel and other nail tech coming next year.”
