Inside Everything Else Beauty

Some projects feel special before you even begin, and Everything Else Beauty was one of them. Partly because the brief was a dream, and partly because I have known the founder, Charley, for more than ten years.

We first met while working in Selfridges, back when she was managing Charlotte Tilbury (dream brand alert). I spent many Saturdays in her chair, getting my makeup done for £35, then redeeming it on products I absolutely did not need. A very easy habit to justify at the time.

Charley has always had the warmest, most positive energy and the biggest smile, so watching her go from running the counter to running two businesses alongside her husband, James, has been amazing, and so deserved. She built a recruitment agency that staffs retail teams and has now created Everything Else Beauty, a management company that supports beauty brands with, quite literally, “everything else” that happens behind the scenes. Stock, sales, visuals, team management, retail relationships, events, and all the extra tasks founders usually tackle at midnight.

One thing I love most about this business is that it is family-run. You feel it straight away. Everything is built on genuine relationships and real experience.

When Charley asked me to create the branding and website, let’s just say, I understood the assignment. Calm, minimal, and confident, without feeling too loud. A beauty-led aesthetic that feels modern and polished, but still warm and approachable.

Most of our planning sessions took place at Soho Farmhouse. Two laptops, two smoothies, and usually a breakfast sandwich somewhere in the mix. Some people brainstorm in boardrooms. We do it in comfy chairs, surrounded by greenery. It works for us.

For the brand, we created a full logo suite with custom lettering, brand guidelines to keep everything cohesive, easy-to-use templates that make sharing information a breeze, custom imagery for a one-of-a-kind look, and a bespoke WordPress website to bring everything together.

Seeing it live feels so satisfying. Clean, elevated, and professional. Very true to who they are as a business.

If you are building a brand too, here are a few little takeaways that might help:

○ Your brand should feel like your business, not like the trend of the moment.
○ Consistency is not about being boring. It is about building recognition over time.
○ The small details really do matter. People might not notice each one individually, but they feel the difference when everything works together.
○ Your website is your shop window. When it feels calm, confident, and seamless, trust builds faster.
○ Working with people you are aligned with makes the entire process smoother. Ideas land better. Decisions feel clearer. The end result is stronger.

To explore the full project, visit the website here.

If you are ready to bring your own brand to life, I am now taking bookings for October onwards. Which means you could be celebrating with a brand new website before the end of the year.