Larger-than-life pop star Katy Perry created a fake eyelash range for this Middlesex-based beauty products supplier, which it recently launched into the American market. Since leading a management buyout in 2004, managing director Simon Zussman has focused on developing the firm’s key brands of false lashes and nails. International sales grew 38% a year from £2.2m in 2009 to £4.2m in 2011, and its products are stocked by chemists and high-street shops in 40 countries. In July 2011, private equity firm LDC bought a minority stake in the company for an undisclosed amount.