About The Beauty Creative

Founded by Lorna Mitchell

Co-founder of Noughty Haircare and a brand and product curator, Lorna partners with brands to drive innovation and customer desire in to the heart of brand and product strategy.  With over 20 years experience in Brand development and Product innovation for iconic, global, multi-channel beauty and fashion brands such as French Connection, Liz Earle and Elemis,  Lorna knows what truly drives customer connection, purchase habits and loyalty as well as best-selling and award-winning products.  From best in class product performance, sustainability, transparency and ethical values to community building, authentic story-telling and customer experience, Lorna considers every element of a brand through a purposeful lens to build or re-invent it in an optimal way. She seeks out under-valued beauty consumers, and combines in-depth insight of purchasing habits with visionary foresight in future influences to meet the changing needs of todays consumer.