Beauty start-up Skin Proud bets on becoming billionaire business by 2025

Founder Charlotte Knight, the leader of cosmetics group Ciaté London, took a gamble to launch in the midst of the pandemic – but the chips have fallen in her favour

Gen Z-targeted skin care start-up Skin Proud has set its sights on becoming a billion dollar company by 2025, just five years after launching.

Despite the uncertain market, Charlotte Knight, Skin Proud’s founder and the authority behind popular colour cosmetics brand Ciaté London, took the decision to launch in April 2020, during the midst of the pandemic, when the UK’s first lockdown was in full swing.

From the outset the brand made a conscious effort to penetrate the market with a strong digital presence, which allowed the brand to successfully capture the attention of its target market.

Various virtual events, online games and TikTok challenges cemented the newcomer's position as an affordable skin care brand for youngsters.

Trend-led ingredients lists and an affordable price point also allowed Skin Proud to compete with the likes of Drunk Elephant and Glossier.



With no DTC site of its own, the team entered an exclusive retail partnership with Asos to direct 20-something beauty fanatics to its ranges.

Following a successful first year, Knight’s brainchild landed a retail deal with Boots and joined Urban Outfitters’ popular listing, which also includes Barry M, Tangle Teezer and Lottie London.

In Europe, Skin Proud landed a space on the shelves of Douglas, the continent’s most popular retailer, which became the exclusive seller for Kylie Jenner’s beauty empire in the region.

“We are so thrilled with how customers and media have responded to the launch of Skin Proud,” said the brand’s Marketing Director, Nora Zukauskaite, who is also the Marketing Director for Ciaté, and former Head of Marketing at Swedish beauty brand Foreo.

“With our combination of effective formulas, affordable prices, thoughtful brand conscience and irresistible Gen Z branding, it’s easy to see why it’s been such a hit.”

“We’re looking forward to more expansion and new and innovative releases in the future [that] we know our customers will love.”

Meanwhile, across the pond, Skin Proud recently partnered with high street staple Walmart as the launchpad to get in front of a new market of teens.

Knight described the partnership as “perfect timing” for the teams as Walmart looks to expand its portfolio of indie brands.

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