The Beauty Accelerator 2021: Introducing the shortlist

6 brands have been shortlisted for the interview stage of The Beauty Accelerator 2021

The Red Tree is delighted to announce that after receiving an overwhelming number of high-quality applications from brands across all categories of beauty, 6 brands have been shortlisted for the interview stage of The Beauty Accelerator 2021.

The 6 brand founders will now be interviewed by The Red Tree team and then a final decision will be made to select which brands will appear in The Beauty Accelerator 2021 Final for the chance to receive £150,000 equity investment from SFC Capital plus a year-long collaborative partnership with The Red Tree. In this article we introduce each of the shortlisted brands.

Annie Curli is a curly hair care brand that aims to simplify curly hair maintenance by creating multi-purpose products which are pocket friendly. Founded by Noor-Ul Ain, the brand creates innovative products which make curly hair fun and exciting without feeling the need to conform or succumb to what is ordinarily defined as beauty. Annie Curli is a relatable and accountable brand, created by a person who is obsessed with curly hair!

Atypical Cosmetics creates customised skincare made just for you. Founded by Marwa Ebrahim, the brand combines artificial intelligence algorithms with a database of ultra-clean ingredients to formulate a skin care serum with the best ingredients for your skin. The first product is a customisable face oil serum that combines the hydrating properties of a moisturiser with the potent efficacy of a serum, all in one simple skin care step.

Dead Sea Dream will launch with an initial range of 6 products that are inspired by founder Louise Lisztman’s desire to bring the heritage and benefits of the Dead Sea to Europe in a modern and accessible way. With gender neutral products, serious formulations and sustainability values at its core, Dead Sea Dream brings a wellness and spa experience to the home to make everyone feel comfortable in their own skin and glow from the inside out through engaging with quality skincare and body care products.

KANKAN is a modern personal care brand on a mission to make refill and reuse the desired lifestyle choice. Co-founders Mary McLeod and Eliza Flanagan were inspired to live a more sustainable life and saw reducing use of single use plastics as the number one priority. Designed from the get-go to have impact as it grows, KANKAN provides elevated, design-led plastic-free alternative bathroom essentials by putting amazing, botanical soap in cans. This offers a circular system of refilling at home that is more convenient, easier to do, and a better experience all round.

Peace & Pure is a new premium natural skin care brand that focuses on emotional wellbeing and self-love. Founder Alice Wu believes that beauty starts from within, and Peace & Pure sets out to bridge the gap between the inner emotional world and outer appearance by turning the everyday skincare routine into a ritual of pampering self-love using products formulated with powerful natural ingredients to achieve outstanding results.

This Hair Of Mine T.H.O.M is the luxury textured hair and scalp-care brand that will reinvent the beauty landscape, co-founded by International Hairstylist Cynthia Harvey and Strategy Director and Slade Scholar Remi Anjani. T.H.O.M’s innovative and results driven products work for textured hair types at the molecular level and address directly the concerns of those with textured hair, while the brand speaks to their emotions – all fully informed by the founder’s experience in haircare, luxury and fashion.

Featured Companies

The Red Tree Consultancy (more information, website)