Brand development is more than picking a pretty font and posting on Instagram. It’s the strategic process of shaping your brand's identity, positioning, and perception in the market both internally and externally.

Although you might be able to picture your brand super clearly in your mind, not everyone will share your vision – so it’s always worth getting it down clearly on paper. This is also invaluable for you as a founder as it really helps you cement what the brands about.

We advise all of our clients to paint the brand a clear target consumer. As a founder it’s easy to believe you know what the consumer would want as often it’s driven from first hand insight but believe us when we say separating yourself from your consumer at an early stage will help you make decisions objectively, non emotionally and in the right interests of your business.

Your brand development is likely to be an iterative process as you move through your brand, product and retail strategy. Each is interlinked to the other so don’t be surprised if you revisit previous decisions. For example, what your brand stands will influence your design. Your design will influence your intended retailers. And your intended retailers will influence how much you can spend on your product, which will in turn inform the packaging and the design… and round and round we go. Don’t be disheartened. It’s normal!

At FRH Developments, our brand development expertise covers everything from name generation and storytelling to packaging strategy, retailer alignment, NPD (new product development), and scaling frameworks.

Put simply: we help beauty brands go from napkin sketch to shelf-ready at Selfridges—and beyond.

You’ve got a killer idea, but does the product actually do what it says on the tin? This is where many founders stumble. Having a beautiful brand and influencer-worthy packaging won’t save you if your formulation doesn’t perform. Consumers are savvy—if your product doesn’t deliver results, they won’t come back for round two.

At FRH, we guide clients through a comprehensive formulation lifecycle. It starts with defining your product’s function—hydration, anti-blemish, brightening, anti-ageing, or something else entirely. From there, we align your objectives with scientifically backed ingredients and smart formulation techniques. Not all actives are created equal, and not all skin types react the same. Precision is key.

Contrary to the myth that the beauty industry is “unregulated,” there’s actually a robust framework that governs safety and claims. To legally and credibly sell a product, certain cosmetic tests are non-negotiable. Others, while optional, can make or break your claims and marketing credibility.

Here’s what you need to know:

Stability testing: ensures the product won’t spoil, separate or lose efficacy over time.
Challenge testing: validates the effectiveness of your preservative system.
Microbial testing: ensures it’s safe from bacteria and mould contamination.
Patch testing: checks for skin sensitivity or irritation.
User trial testing: real-life feedback from real users.
Clinical testing: scientific lab data validating product efficacy (essential for higher claims).

Which tests you choose depends on your product type, market positioning, budget and the claims you want to make. We help you weigh these options and prioritise where to spend. Testing doesn't have to break your budget, but skipping it can break your brand.

Put simply: we’re here to make sure your product delivers on its promise—legally, effectively, and credibly—so your customers stay loyal and confident.

Packaging: beautiful, crucial, expensive and confusing as hell.

It’s often the first thing your customer touches, so naturally, you want it to be stunning. But it’s also one of the biggest line items in your COGS and has a major impact on sustainability, functionality, and brand perception.

At FRH, we help you make informed decisions—not just pretty ones. We work with UK-based and international packaging partners who offer solutions specifically for indie and scale-up brands. That means better MOQ flexibility, faster sampling, and less risk.

But packaging isn't just about looks. We help you evaluate:

Functionality: Will it keep your formula stable? Can it be opened easily?
Sustainability: Is it recyclable, refillable, or low carbon footprint?
Supply chain: Are lead times realistic for launch? Are components available or prone to backorder?
Costs: Can we reduce tooling fees or use semi-custom moulds?

We’ll also guide you through industry greenwashing. Just because something is “bio” or “recycled” doesn’t mean it’s the right fit for your brand—or actually better for the planet. We help you cut through the confusion.

There’s a harsh truth in beauty: products rarely fail because they’re “bad” they fail because they’re not profitable.

Profitability starts with understanding every line of cost. At FRH, we don’t just look at the basics like ingredients or packaging. We take a full 360° view: formulation costs, testing, artwork, shipping, insurance, sampling, storage, print plates, fulfilment, wastage, and more.

And if you’re selling into retail? You’ll also need to budget for:

Retailer margin deductions (up to 60%)
Marketing contributions
Promotional activity
Slotting fees
Returns and damage allowances

That’s why we recommend building a bottom-up P&L (Profit & Loss) model before you even commission your product. This allows you to pressure-test the business model at different volumes and RRPs—and see clearly whether it’s viable to proceed.

We often hear: “But how do I price it?” Well, there’s no magic formula. The price has to make sense for your consumer and your category—but also make business sense. That’s where margin modelling, competitor benchmarking, and channel strategy come in.

If you don’t know how to build a commercial model—we do. We’ll help you create one that actually reflects real-world costs, so you’re not making decisions in the dark.

This is a decision many founders grapple with and rightly so. There’s no one-size-fits-all answer. It depends on your brand’s ambition, your technical requirements, timelines, and budget.

Independent formulation houses typically offer more tailored attention. You're paying for their time and expertise, which can result in more innovative or complex formulations. They're great if you want something truly unique or you're exploring uncharted formulation territory.

Contract manufacturers, on the other hand, often offer in-house formulation services. These can be cost-effective and fast but they may use more standardised bases or stock formulations unless you push for full custom. Some are brilliant partners who’ll co-develop something special with you, others are more “make and fill” providers.

At FRH, we’ve worked with the UK (and world wide) top players and plenty abroad. We can advise you on which route fits your needs, introduce you to trusted partners, and help you navigate the relationship effectively. Because what you don’t know can cost you time, money, and quality.

Finding a manufacturer is easy. Finding the right one is another story.

There are hundreds out there each with different capabilities, MOQs, specialisms, and pricing models. The right partner depends on your product type, order volume, complexity, and commercial model.

Here’s what we help you assess:

MOQs: Some start at 500 units, others won’t speak to you for less than 25,000.
Expertise: Are they better at skincare, colour, or ingestibles?
Services: Are they full service (formulate, source, fill), or do you need to bring your own components?
Equipment: Can they fill your chosen pack? Do they have automated labelling? Can they scale with you?

We also help you prepare the right brief—because the clearer your inputs, the better your outputs. You don’t want to spend thousands on tooling or packs that later turn out to be incompatible.

We’ve managed this process for brands of every shape and size. We’ll make sure you’re not just picking a manufacturer—you’re choosing a long-term partner who understands where you’re going.

Ah, pricing… the million-dollar question. And unfortunately, there’s no magic formula based on cost alone.

You can technically sell your product for whatever you want. But to price well, you need to understand:

What your competitors charge.
What your consumer is willing to pay.
What margin you need to be viable across channels.

We help founders map out margin ladders across DTC, wholesale, and retail—accounting for promo budgets, fees, and logistics. That way, you’re not stuck with a price that only works online but fails at retail. Or worse—you’ve priced so low you can’t afford to scale.

Good pricing is strategic. It tells a story about your brand’s value, your position in the market, and your ambition. We’ll help you write that story the right way.

You want to say, “This serum erases wrinkles overnight.” But should you?

Every product claim must be truthful, not misleading, and substantiated. That includes what’s on your packaging, website, socials - even what influencers say about your brand.

Here’s the line you can’t cross: cosmetic products can only make cosmetic claims. As soon as you start referencing medical conditions (like acne, rosacea, or psoriasis), or guaranteed physical changes, you risk crossing into drug/medical territory, which comes with a whole different set of laws.

Even terms like “hypoallergenic,” “natural,” or “clinically proven” require specific types of testing and documentation.

We help founders:

Craft compliant, creative messaging.
Identify and back up their claims properly.
Avoid trigger words or grey areas that might land them in hot water.

Our compliance team keeps up to date with UK ASA and EU standards, so your brand can shout loud and stay safe.

Launching a beauty brand isn’t cheap and we’d never pretend otherwise. But going in without a strategy? That’s really expensive.

We work with you to build a plan around your actual budget. Whether you’ve got £10k or £250k, we’ll show you what’s possible. Maybe that means launching with one hero SKU, using stock packaging, or outsourcing fulfilment to start.

Smart moves we often recommend:

Start with one product (nail it, then expand).
Use stock components to save on tooling.
Choose an MVP formula to test the market.
Keep MOQs low even if the unit cost is higher.

It’s not about cutting corners, it’s about cutting waste. We’ll help you make every penny work harder, so you can launch with confidence, not chaos.

Suppliers aren’t just vendors, they’re collaborators who can make or break your business.

From packaging to raw materials, manufacturers to 3PLs, the supplier ecosystem is vast. We’ve spent years building relationships with reliable partners across:

Skincare
Deodorants
Haircare
Makeup
Supplements
Baby and body care
Fragrance and home scent

We help you:

Vet potential partners (do they meet your standards and timelines?).
Ask the right questions on first calls.
Understand confusing terms like MOQs, overage, tolerance, and “underwriting.”
Negotiate fairly but smartly.

We also help manage expectations. Good relationships go two ways. We’ll coach you on how to brief, respond, and grow with your supply base, so they invest in you just as much as you invest in them.

Tempting, right? But skipping foundational thinking can burn time and cash.

Every product decision you make influences another. Until you’re clear on who your customer is, what price point you need, where you’re going to sell, and how much you can spend, anything you launch is a gamble.

For example:

You don’t know your formula budget until you’ve set your retail price.
You can’t finalise your pack without knowing your retail channel.
You shouldn’t start production before you’ve validated your margin model.

It’s all connected. We help you zoom out, build the roadmap, and then move forward with purpose, not panic. Whether you’re investor-backed or self-funded, having a tight strategy will save you time, money, and regret.

Selling is strategy.

Where you sell your product should align with your customer, your pricing, and your brand vibe. A £50 lipstick probably won’t fly at Tesco, but it might sing at Space NK.

We help you map:

Where your ideal customers shop.
Whether your product is an impulse buy or a considered purchase.
How each channel (DTC, retail, salon, subscription, Amazon) impacts margin and brand perception.

We also help you phase your approach, maybe starting with DTC to test, then going to indie stores or marketplaces to scale. Or targeting a major exclusive straight away if it aligns with your goals.

Selling smart isn’t just about being everywhere. It’s about being in the right places, at the right time.

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