A woman with long blond hair smiling while sitting in a modern woven chair indoors. She is wearing a white sleeveless top and light purple pants, with tattoos on her arms and jewelry. Behind her are decorative wall art and a window.

Helping beauty brands go from idea to launch

Beauty Brand Launch Consultancy

Strategic support for founders, salons and spas creating new beauty brands, private-label product lines and launch-ready concepts.

Services
Services

BRAND STRATEGY

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MARKETING STRATEGY

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FRACTIONAL CMO

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BRAND STRATEGY ✹ MARKETING STRATEGY ✹ FRACTIONAL CMO ✹

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Clarifying your brand concept, positioning and audience

I help you with:

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Shaping your first product line or private-label range

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Designing a launch plan and early brand foundations

Explore Services
Explore Services
Book a call
Book a call

Services for beauty brand founders, salons & spas

  • Close-up of oil droplets in water, showing shades of purple, pink, and white with various sizes and shapes.

    0→1 Beauty Brand Launch

    For early-stage founders and beauty experts with an idea but no clear brand or launch plan.

    In 10–12 weeks, we take your idea from vague concept to a launch-ready beauty brand with defined positioning, product direction and a practical launch plan.

    Learn More
  • A person's hand touching pink-colored water with ripples.

    Private Label Beauty Brand

    For salons, spas and clinics that want their own branded products.

    We help you create a clear, on-brand private-label range, from concept and positioning to supplier shortlist and launch plan.

    Learn More
  • Close-up of a hand making an OK gesture with fingers surrounded by pink soap bubbles.

    Fractional Brand Builder

    For beauty brands in their first 6–18 months post-launch who need strategic brand support but not a full-time hire.

    Ongoing strategic support to keep your brand coherent and your launches focused while your team runs the day-to-day.

    Learn More
A woman with long blonde hair, wearing a white sleeveless turtleneck top and lilac pants, sits on a woven chair in a bright, modern living space, smiling at the camera.

MEET THE FOUNDER

Mel Jenkinson

I’ve spent the last decade in the beauty industry — from working as a makeup artist, to building my own e‑commerce brand, to supporting founders as a beauty brand strategist and mentor. I know how crowded and noisy this space is, and I know what it takes to launch something that genuinely stands out.

Now I work with beauty and wellness founders, salons and spas to turn early‑stage ideas into clear, launch‑ready brands. My focus is strategy first: positioning, brand story and go‑to‑market plans that make your brand impossible to ignore from day one.

LEARN MORE
LEARN MORE

Access my FREE Beauty Brand Positioning Mini workbook

Sign up to receive my practical workbook to help you clarify your niche, audience and differentiation before you launch.

Access for free
Access for free

Learn how to build a bold, unforgettable beauty brand

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a self paced course

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Learn how to build a bold, unforgettable beauty brand ↓ a self paced course ↓

Build a beauty brand that *actually* sells

Learn the exact brand strategy framework I used to build and sell my own beauty business.

For beauty and wellness founders starting product based businesses who want to build a bold, unforgettable brand without a big budget, this self-paced video course gives you the strategy and tools to launch and grow with impact, at your own pace.

Get Access
Get Access
Four pastel-colored round containers with sliding lids, labeled "pressed," arranged on a white surface.
Skincare products on display, including Elemental Herbology Detox Bath & Body Oil, Pause & Renew Serum, Cell Active Moisturiser, and a gel mask, arranged on a white surface with gray and green decor.
Close-up of a perfume bottle labeled 'CIRCA 1970 LUXURY FACE OIL' in black text, with a pinkish liquid inside.

clients

I have had the pleasure of working with some incredible, inspiring, ambitious founders over the years. Here are some of the projects and long term strategic work I have worked on.

PORTFOLIO
PORTFOLIO

Book a Discovery Call

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Book a call

  • In a few months, Mel has transformed our digital marketing and content strategy to one that is more aligned with our brand style, voice and customer demographic, resulting in high performing content that consistently drives traffic to our e-commerce site. The positive change has been so noticeable that a number of customers and partners have reached out with their compliments and to ask who we are working with. I highly recommend Mel for any marketing and creative strategies for your beauty business!

    Jené Roestorf - Founder of Luxe Botanics

  • We loved working with Elixir Brands and Mel! As relatively new beauty brand owners we relied on her expertise and knowledge of brand and marketing strategy. Her taste and attention to detail was impeccable, as well as her knack for helping us nail down our brand voice. She was a pleasure to work with.

    Amy Komorowski - Founder of CIRCA 1970

  • Mel as been such a pleasure to work with, she took time to understand our brand messaging and strategy and tone of voice and added her valuable input. Mel is knowledgable in her field and really does go the extra mile to ensure our USP and brand story is represented authentically

    Nav Kaur - Founder of Tamaar Skincare