Despite being forced to close the doors of her salons, brand founder Deborah Mitchell and her team continued to work around the clock to not only develop a number of new skin care ranges but also ensure record orders were delivered and stock levels maintained.
It’s no secret that the beauty industry has suffered in 2020 due to strict Covid rules, but Deborah believes she has been able to buck this trend by using her time in lockdown to concentrate on her favourite part of her business – creating products.
“It’s been such a hard year for many salons,” says the royal facialist. “The beauty industry effectively shut down in March and had to stay closed for many months. Salons were able to open again only to have to close a few weeks later. For those who didn’t have an online presence this meant months with absolutely no income and it’s been heartbreaking for so many people I know.
“I am so thankful that I am able to create and develop my own products; in fact, it’s always been the part of my business I love the most, so while our bricks and mortar shops were closed Heaven was still able to operate and trade very successfully online.
“Normally my role involves working in my salon treating my clients, travelling all over the country meeting with the press and running an international business, so to be given a few months where I was actually forced to stay at home gave me precious time to dedicate to exciting new projects.”
During 2020, Deborah has notched up a number of industry successes including:
The launch of her new vegan Nettle Venom Anti-Ageing cream, Eye Cream and Serum. This groundbreaking collection follows in the footsteps of her world famous Bee Venom but uses only 100% plant-based ingredients. It proved such a hit when it launched in June that the first batch sold out in a matter of weeks and has already won a number of top awards.
Over the summer, Deborah appeared in the Netflix documentary (Un)Well showcasing her patented ABEETOXIN formula. The series shows her being interviewed in her Shropshire home, mixing up products in her kitchen and treating one of clients at her flagship Shifnal salon.
In October she released her new Teaser Tweezers, the beauty must-haves for precision brows. Easy to use and with a firm grip, they boast slanted tweezers at one end to tackle even the finest hairs and a brush at the other.
Last month Deborah unveiled her latest line of defence for anti-ageing – a range of supplements that work in tandem with her most sought-after products. Each of the seven vitamins and minerals is designed to promote a healthy complexion from the inside out.
And if that wasn’t enough she even found the time to re-launch her website. Designed by London-based The Curious.Agency, the new-look online store offers visitors an easy to navigate shop front as well as a host of interactive features including the best products for your skin type, the latest tips from Deborah’s blog, and a before and after selfie facility via the Heaven account page.
“I have always been renowned for my innovative skincare inventions, most notably my Bee Venom. Thanks to my appearance on Netflix and our new Nettle Venom featuring in press articles all over the world, Heaven has opened up to a bigger global audience than ever before,” explains Deborah.
“We have seen our online sales soar during the pandemic from America to Zealand – people still want to treat themselves to something luxurious or create their favourite spa experience in the comfort of their own home. It seems the world really loves Heaven and we’re delighted to have reached the end of a very difficult year in very good shape.”
