We’re here to help you build a brand, not just create a great product.

Consumers are demanding more. They don’t want to buy from brands they can’t connect with in a meaningful way. They want purpose, authenticity, inclusion, and sustainability. They want to buy into brands that have a purpose beyond profit and who they can be evangelists for and become a part of their community.

Hi, I’m Mel Jenkinson

I’m a strategic brand and marketing expert for beauty brands, and I am on a mission to help you build and scale your beauty brand.

I know you want to create a brand that stands out.

You want to be distinctive, a change maker, a maverick and a rebel in an industry with many other brands doing and saying the same thing.

But you need help.

As a dedicated beauty brand consultant, I embark on a transformative journey for your brand with one goal – to build breakthrough beauty brands that thrive in the highly crowded and competitive beauty space.

Powered by over 10 years of industry experience.

I have built, scaled and exited my own multi-six-figure e-commerce beauty business, so my knowledge and insights are rooted in my own successes and failings. Whether you are an entrepreneur at the start of your journey, or an established brand founder looking to scale, I am here to navigate these intricate paths with you. I draw on my own experiences of bootstrapping and selling a beauty e-commerce business, as well as working with multiple beauty brands over the last 10 years to help you on your journey of building your brand.

Let’s build a legacy brand.

  • Growing a successful brand is so much more than just having a great product. It’s about developing a concept that makes you stand out in a crowded market so you can position your brand competitively. I help brands to get crystal clear on what they are offering their target audience, beyond what the product does for them. This includes thorough competitor analysis, target market research, as well as what the mission, vision and values are for your brand.

  • The most successful brands are the ones who connect to their audience on an emotional level. Humanising your brand will make it much more relatable, likeable and give it a uniqueness that will enable your audience to develop a deeper understanding and love for your brand. That emotional connection is where the magic happens. I help brands to find that magic and develop a personality for their brand, including brand voice, characteristics and aspirations.

  • Drawing on my 10+ years of working with beauty brands on their marketing, e-commerce and retail strategy, once the brand strategy has been finalised, I will support brands to implement their brand and marketing strategies. Whether you need to implement a new email marketing strategy, shake things up on social media or ensure your site is optimised for SEO, this support allows brands to have access to a wealth of knowledge, ideas and guidance in order to create the brand they have always dreamt of.