In just five years, Laura Mallows has turned Mallows Beauty from a start-up into a thriving beauty brand with a global following. Founded in 2020 and based in Llantrisant, the company has captured hearts with its ethical, empowering, and skin-positive ethos.
Celebrating real skin and real bodies, the brand now employs 25 people, has a turnover of £5 million, and is stocked by major retailers such as Boots, Superdrug, and Oliver Bonas.
However, the journey hasn’t been without challenges. From overcoming imposter syndrome to scaling operations, Laura’s resilience and vision have been key to her success. Along the way, support from the Business Wales Accelerated Growth Programme (BWAGP) and the Development Bank of Wales has been instrumental in transforming Mallows Beauty from a passion project into a globally recognised brand.
Here, Laura Mallows shares how she turned her business into a global brand and how the Business Wales Accelerated Growth Programme supported her growth journey.
How has the BWAGP supported Mallows Beauty?
The BWAGP team has played a significant role in our success. They have guided us in developing IT systems and refining our data analytics, helping us make better business decisions. They also helped us improve our search engine optimisation to reach a wider customer base online, which has been crucial for our growth.
The Development Bank has provided equity and debt funding, allowing us to scale production, invest in our team, and prepare for international expansion into the US.
As we’ve grown, I’ve realised the importance of building a strong support network. Having people around me who believe in my vision and can provide guidance makes all the difference. I turn to my BWAGP Relationship Manager, Howard Jones, whenever I need good advice. As a founder, having that expert advisor in my corner is invaluable. Access to the programme’s network of specialist coaches is also a huge benefit.
Can you tell us how Mallows Beauty began and what inspired you?
I founded Mallows Beauty out of my personal journey. I’ve struggled with anxiety for most of my life, which I didn’t fully understand until I had a breakdown while working in London. My friends and family were my rock then and I found solace in small self-care rituals; mindfulness, exercise and face masks.
At the same time, I was frustrated by the beauty industry’s unrealistic standards and tendency to market insecurities rather than solutions. I wanted to create something that celebrated real skin and real bodies - products that made people feel good without the pressure to look perfect.
What challenges did you face as an entrepreneur?
One of my biggest challenges as a young woman was being taken seriously. I often felt dismissed when I pitched my ideas or sought funding and imposter syndrome crept in. The pandemic added another layer of complexity, requiring us to pivot quickly to focus on digital channels.
We used social media platforms like TikTok as a lifeline, creating authentic content and engaging with our audience to build a loyal community. Our marketing strategy focused on authenticity which resonated with people. We’ve demonstrated that through the rapid growth of our audience. We now have half a million followers on TikTok and 75,000 on Instagram.
What have been your proudest moments so far?
Two moments stand out: the birth of my daughter Arabelle, and learning to balance being a mother with running a fast-growing business. It’s been an incredible journey of growth and adaptation.
My second proudest moment was seeing Mallows Beauty launch in 550 Superdrug stores across the UK. It has been hugely rewarding to see our products accessible to so many people and receive positive customer feedback. 
What lessons have you learned as a business owner?
One of the most important lessons I’ve learned is the value of adaptability. Running a business requires constant learning and being open to change, whether tweaking a product, refining marketing strategies, or responding to customer feedback.
What advice would you give to aspiring entrepreneurs?
- Research your market and products thoroughly before you launch. Understanding what your customers want is key
- Don’t let imposter syndrome hold you back. Believe in yourself and your vision - you’re worthy of success
- Be brave and take risks. Growth requires courage, so don’t hesitate to scale quickly when the time is right
Click here for further information on the Business Wales Accelerated Growth Programme.
Click here to learn more about Mallows Beauty.