Industry Veterans Launch Curated Beauty London
After years of helping other brands succeed, Natalie Ingham, Sam Grocutt, and Ros Simmons have turned their collective experience into something new — Curated Beauty London, a brand designed to make beauty feel less overwhelming and a lot more real.
Built on the idea of beauty for a reason, a season, or a lifetime, the range focuses on what actually works. Each product earns its place, whether it’s a go-to serum, a supplement that supports from the inside out, or a long-term staple like SPF or retinol.
“We’ve spent our careers helping other brands grow,” says Simmons, Product and Brand Lead. “This time, we wanted to create something of our own, a space that feels honest, empowering, and genuinely useful.”
The three founders have seen every side of the industry, from the hype and the ten-step routines to the endless new launches, and decided it was time to cut through it. Curated Beauty keeps things tight and intentional, choosing formulas for their performance and integrity rather than marketing buzz.
“For me, this brand is about real-life beauty,” says Ingham, who brings years of customer insight and education experience. “The kind that fits into your day and makes sense, whether you’ve got five minutes or twenty.”
That attitude runs through everything. “There’s so much noise in beauty,” adds Grocutt, who’s spent more than 30 years in PR and communications. “We wanted to bring things back to what matters — results, honesty, and products that earn their place in your routine.”
The collection may be small, but it’s well considered. It includes a focused skincare edit and two smart supplements designed to work from the inside out. Quiet Shift blends high-potency magnesium to calm a busy mind and support better sleep, while Inner Confidence combines NMN with vitamins D, C, and B for energy, metabolism, and cellular support. For skin, New Beginning uses a gentle 2% HPR retinoid complex to smooth and refresh, while Master Switch builds on that with a 5% HPR retinoid for those ready for more advanced results.
Curated Beauty is available online at curatedbeauty.london with prices ranging from £35 to £60, with shipping currently limited to the UK.