Joint chief executives Adam Minto, 50, and Tom Allsworth, 54, launched this brand in 2014 and it became a bestseller in Superdrug the same year. It sold a minority stake to TSG in 2017. The Kent-based firm has partnered with Superdrug’s parent company, AS Watson, to sell through retailers in Germany, Turkey and Australia, with online sales helping to cushion the impact of Covid-19. Social media marketing helped sales rise 57% to £112.6m in 2018.
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