We Work With Investors

If you have a beauty brand in your portfolio that isn’t performing at its potential — or if you’re evaluating a beauty investment and want an independent senior perspective — this is what we do.

We-Curate works with venture capital firms, family offices, and strategic investors across the UK and US who need deep beauty sector expertise on demand. Not a generic consultant. Not a junior analyst. A partner with 25 years of hands-on experience building, scaling, and selling beauty brands — including a luxury brand acquisition by Puig.

Where We Add Value for Investors

Pre-Investment Due Diligence

Financial due diligence tells you what a beauty brand has done. Commercial due diligence tells you what it can do — and why it might not. We assess brand positioning, retail credibility, market expansion potential, competitive landscape, and the commercial assumptions behind the financial model.

We look for what the numbers don’t show: the community strength, the retailer relationships in progress, the founder’s real ability to execute, the hidden risks in the distribution structure. These are the factors that determine whether a beauty investment succeeds or stalls.

Portfolio Company Support

When a portfolio company needs senior commercial leadership — but isn’t ready for a full-time CMO or COO hire — we step in as fractional leadership. We operate as part of the team, not as external consultants with a report to deliver.

• Fractional CMO: brand strategy, marketing architecture, channel prioritisation
• Fractional COO: operational structure, supply chain, market entry execution
• Retail development: opening doors at Sephora, Space NK, Liberty, Harrods, Bluemercury, and beyond
• US and UK market entry: end-to-end strategy and on-the-ground execution

Brand Repositioning and Turnaround

Sometimes a brand in a portfolio has strong fundamentals but the wrong story, the wrong channel mix, or the wrong market focus. We diagnose the commercial and brand issues quickly — and build a clear repositioning plan that investors and management can align behind.

Exit Preparation

Strategic acquirers — Estée Lauder, LVMH, Puig, Shiseido, Unilever — buy brands that are positioned for their portfolio, not just brands that are performing. We help beauty brands in your portfolio build the commercial narrative, international footprint, and retail credibility that commands premium acquisition multiples.

Why We-Curate

Most consultants can analyse a beauty brand. Very few have built one from the ground up, taken it through international retail expansion, and seen it through to acquisition by one of the world’s leading luxury groups.

That experience — combined with active relationships across UK and US retail, press, and the broader beauty ecosystem — means we bring more than frameworks. We bring direct access, honest assessment, and the kind of judgment that only comes from having real skin in the game.

We work with a small number of investor partners at any one time. We are selective because the work requires full attention — and because the investors we work with expect that.

Let’s Talk

If you are evaluating a beauty investment, supporting a portfolio company, or preparing a brand for exit — get in touch. Initial conversations are confidential and without obligation.

Frequently Asked Questions