Hey,
I’m Mel Jenkinson
I’ve spent the last decade in the beauty industry – starting as a makeup artist, then building and exiting my own multi‑six‑figure e‑commerce beauty brand, and now working as a strategist and mentor to beauty founders. I know how crowded and noisy this industry is, and I know what it takes to launch something that genuinely stands out.
I work with beauty and wellness founders to turn their bold ideas into clear, launch‑ready brands. My focus is strategy first: positioning, brand story, product and offer definition, and go‑to‑market plans that give your brand a strong start before you think about scaling.
From concept to launch
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Strategy-first brand building
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From concept to launch ✹ Strategy-first brand building ✹
Building a beauty brand is more than having a great product.
Consumers want to buy from brands they feel connected to – with a clear point of view, values they recognise, and a story they can see themselves in. I started Elixir Brands to help beauty founders turn early ideas into brands that resonate deeply from day one.
What I CAN help with:
Growing a successful brand starts with a sharp concept and a clear position in the market.
I help you get crystal clear on what your brand stands for, who it’s for, and why it deserves a place on the shelf – before you invest heavily in products, content or ads.
This can look like:
– Defining your brand concept, mission, vision and values
– Positioning your brand in a crowded category so it feels distinctive, not “just another” beauty line
– Developing your brand story, personality and voice so you can connect with your audience on an emotional level
– Shaping your first hero products so they align with your brand and target audience
– Creating a practical launch plan and early‑stage marketing focus, so you know where to put your energy first
Who I am a good fit for
If you’re looking for a strategic partner and someone who understands beauty from the inside, but will also challenge your ideas and sharpen your positioning – that’s where I do my best work.
