A-beauty brand Beached talks ‘no fuss’ culture, consumers and coronavirus


The fledgling brand’s founder discusses her brand’s strategy to liberate women against the backdrop of the pandemic

A-beauty brand Beached talks ‘no fuss’ culture, consumers and coronavirus
Megan Gallagher

Megan Gallagher

Starting a new beauty brand goes hand in hand with navigating the unforeseen. There is unlikely to be an entrepreneur out there that can say their experience has been plain sailing from the get-go.

But even the most seasoned of business aficionados were caught short at the end of 2019, when the first cases of the coronavirus started to emerge in China and the spread of the virus took hold globally.

For natural beauty brand Beached, which launched in May last year, it has been a case of rolling with the pandemic’s punches, while staying true to its ethos of care-free beauty.

Here, in association with CEW UK, founder Megan Gordon talks to Cosmetics Business about the brand's USP, best-selling product and how it plans to ride out the impact of Covid-19.

What is the ethos of the Beached brand and its USP?

At Beached, we’re on a mission to liberate women from cumbersome beauty regimes, so they can do more of things they really love.

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That’s why we champion the Aussie ‘no fuss’ beauty culture with a streamlined collection of products that are natural, multi-purpose, effortless and fun. They leave women looking like they’ve just got back from a beach holiday, but feeling like they’re still there. Because ...

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