Interview: Millie Kendall of the British Beauty Council

British Beauty Week returns this month with a nationwide celebration of the industry’s creativity, innovation, and cultural influence. Hosted by the British Beauty Council, the week-long programme invites consumers and businesses to explore the future of British beauty through workshops, demonstrations, and talks with founders and industry leaders.

In 2024, the initiative reached more than 52 million people, and this year it aims to connect with millions more, championing beauty as a driver of business growth, social mobility, and community impact across the UK. Central to the initiative is the British Beauty Council’s business-focused programme, which will bring together policymakers, founders, and industry leaders to explore the opportunities and challenges shaping the sector.

We caught up with Millie Kendall, CEO of the British Beauty Council, for her take on British Beauty Week, the trends redefining British beauty, and why the sector is thriving.

How did you get into the beauty industry?

My dad is a hairdresser, so when I left school, he encouraged me to start an apprenticeship at Toni & Guy. I then went on to work at the salon Bumble and bumble in NYC and, after years of attempting to do hair, I moved to work for a Japanese makeup company. I loved it! The colour and textures allowed me to express myself creatively.

I then segued into PR, which really didn’t exist in the capacity it does now. I started my own company, which meant I had to learn how to run it and manage a team of people myself. I just had to wing it — I had no training in this at all. And I think what I loved was identifying and showing the proximity beauty had to fashion and all that it had to offer.

I’ve always liked to take everything a step further than most, so to be considered a maverick in my field is probably the best compliment. I want to always innovate and be a renegade.

I launched my own makeup brand with my partner and dear dear friend Ruby Hammer almost 30 years ago and then I opened a series of pop-up beauty shops called BeautyMART with Vogue’s former Beauty Director Anna-Marie Solowij. I just like to do things a bit differently and before anyone else.

What is the best career advice you’ve received?

Put off to tomorrow what you should have done today. I’m a very immediate person and often my haste can cause me to make mistakes. So, I try to delay decision-making.

For people considering a future in beauty, what skills or roles are most in demand?

Beauty will always be about skill and artistry, whether that’s hair, skin, or nails. But the jobs that are really growing right now are the ones that blend creativity with technology. Think online shopping, AI tools that personalise routines, and of course, social media — all of which are changing the way brands and consumers connect. That’s why digital know-how and content-creation skills are becoming so valuable.

Sustainability is another big one, with people wanting proof that products are genuinely ethical and environmentally responsible.

And then you’ve got things like personalised skincare, smart devices, and stricter regulations creating new opportunities behind the scenes in product development, compliance, and research. The people who’ll do best in the future are those who can mix hands-on expertise with an understanding of tech, data, and sustainability.

What is the British beauty industry getting right?

The UK is uniquely positioned between heritage and innovation, and that’s kind of its superpower. British brands have built a reputation for being honest, trustworthy, and ethical, which is why they’re respected worldwide.

Skincare has been a big driver lately, especially clinical-style formulas that actually deliver results but still tie into that whole wellness mindset. And it’s not just the products — the people behind the industry, from hair stylists and makeup artists to nail techs and aestheticians, are constantly influencing global trends.

On top of that, the UK has always been quick to adapt digitally. Brands here jumped on e-commerce and social media early, and now they’re leading the way when it comes to blending online and in-store experiences.

What do you see as the biggest challenges facing the British beauty industry right now?

I think there are always economic headwinds to be mindful of. We expect to lose around 2% of our workforce this year, mainly in hair and beauty services. That said, this doesn’t necessarily translate into lost revenue, as practitioners are delivering more of the work themselves, which in turn drives greater individual productivity.

The decline is being driven by several factors, but the broader economic climate is the most significant. From a regulatory perspective, Brexit has created a substantial gap in export revenues, and this is something we continue to work on closely with government.

Regulation within aesthetics is also on the horizon, and this is an important step. The rise in injectables and treatments has affected our reputation, so ensuring practitioners are properly trained and able to deliver services safely is essential. Stronger regulation will raise professionalism across the sector and allow us to charge appropriately for expertise.

Culturally, the industry is in a strong position. Beauty is now seen more than ever as an essential service, with the wellness benefits of products and treatments widely recognised by the public. In fact, there are more beauty businesses on Britain’s high streets than in any other sector, which speaks volumes about our cultural and societal impact.

What trends do you think are shaping the future of British beauty?

Technology is probably the biggest force shaking up beauty right now. We’re seeing AI create personalised skincare routines, AR being used for virtual try-ons, and even supply chains getting smarter with digital tools.

Skincare is still leading the way when it comes to consumer interest, and it’s spilling over into makeup too, with more focus on skin health and barrier protection.

Sustainability is another huge shift. Things like refill systems, recycling schemes, and ethical sourcing aren’t just nice extras anymore; they’re what people expect.

Interestingly, shoppers in the UK seem less obsessed with constant newness and more drawn to products they can stick with long term. That’s great news for heritage names and for any brand that’s willing to focus on building real trust and loyalty.

What does the future of British beauty look like to you?

The future is one of responsible growth. Consumers are seeking products that combine efficacy with wellness benefits, and brands that can prove both sustainability and performance will be best placed to thrive.

Economic growth for the sector is forecast to continue outpacing the national average, but it will be driven less by volume and more by innovation, values, and consumer trust.

A thriving workforce, greater professional standards in services, and a strong cultural presence will keep beauty central to British life, while technology and sustainability will define how the industry evolves.

Finally, what does British Beauty Week mean to you, and how can the public get involved?

British Beauty Week is a celebration of the beauty industry, its value both economically and culturally. It’s about everything I love: the products, the services, and the people.

The public can get involved in many ways, from visiting a shop or online store to returning empties, finding inspiration, or supporting their favourite beauty salon, clinic, or brand. Shoppers can also find promotions and gifts from a number of retailers, both online and in-store.

British Beauty Week runs from 20–26 October. All events are listed online at britishbeautyweek.co.uk.