London Grace has redefined nail care with its focus on natural beauty, eco-friendly practices, and salon-quality products. From introducing vegan, 21-free nail polishes to cultivating a loyal customer base through innovation, this British beauty brand is making its mark. In this edition of 5 Minutes with a Founder, we sit down with Kirsten White, the visionary behind London Grace, to discuss her journey, the transition from brick-and-mortar stores to a product-focused business, and her experience as a female entrepreneur in the beauty industry. She shares her inspirations, challenges, and advice for those looking to build a purpose-driven brand.
London Grace has a strong focus on celebrating natural nails. What inspired you to start a brand that champions natural beauty?
Our purpose has always been to help people discover the beauty of their natural nails. Running our salons for 9 years allowed me to get first-hand feedback on what our nail technicians and customers were looking for – from new colour concepts or treatments and tools to solve specific issues.
Your vegan and 21-free nail polishes and nail care products have gained a loyal following. Can you tell us more about the process of formulating these products?
I developed the product line out of a need for a salon-quality nail polish that met my no-nasties and eco-friendly ethos. It was quite an undertaking launching products in parallel to a High Street salon but I’m glad I did it as I could be confident that our treatments would be kinder to nails, without compromising on quality or longevity.
With London Grace being a female-founded brand, how has being a woman in the beauty industry shaped your vision and strategy for the company?
It’s funny because I never saw myself working in the world of beauty but I absolutely love it – it combines my creative passion alongside my business interests. I’ve personally found that I’ve often been looked down upon because I work in ‘beauty’, but this just spurs me on. My advice for anyone facing similar disregard would be to not let others negative thoughts impact your own goals.
London Grace used to have brick-and-mortar stores but has since shifted focus. Can you share more about that decision and how it has impacted your business?
I started London Grace in 2015 and in 9 years we opened 10 stores, grew our team to over 100 and welcomed 100,000s of happy clients which I’m immensely proud of. During this time I also had three children and having a young family was the biggest driver in stepping away from the stores. I feel incredibly fortunate in being able to keep the brand alive in our product line and reassured that the team and long-standing London Grace customers are in good hands.
London Grace products are formulated by professionals and tested in salons. How has this “salon heritage” influenced your brand’s reputation?
The credibility of being loved by technicians in salons and customers at home for almost a decade has really aided our brand reputation which is particularly important as we now look to grow our online presence.
As a brand committed to eco-friendly practices, how do you balance the demand for high-quality beauty products with sustainability? Our belief is to do what we can, where we can. Our bottles and lids are recyclable and we don’t believe in superfluous packaging. Where we do need to use packaging we ensure it’s either reusable or recycled or recyclable.
Being a part of the BWB community, which champions women-built brands, how has this affiliation impacted your brand and your personal journey as an entrepreneur?
The BWB community is just amazing. Being an entrepreneur can sometimes feel quite lonely and having a network of like-minded women has been a real game-changer. From in-person events to online support forums, it provides valuable support and boosts confidence (which can sometimes fluctuate!)
The beauty industry has seen a growing demand for vegan and cruelty-free products. What trends are you currently observing?
It’s really important for consumers to understand what is in the products they use and how those products are tested, but I think the overarching trend is the mark they leave on the plant. From raw ingredients, to production, packaging and transportation – how can we reduce emissions and increase sustainability.
What strategies have you used to engage and expand your customer base in this new phase of your business?
We’re currently focussed on our online presence – a learning curve for me, but one that I’m enjoying!
London Grace is proud to be a British beauty brand. How does being based in the UK influence your brand’s identity and product development?
I love the charisma of London (I’ve lived here for 12 years) and I love that this is incorporated in our brand name. Each season we release a carefully curated edit of shades, often taking inspiration from British culture i.e the English countryside, London fashion in the 80’s and most recently Glastonbury (one of my all time favourite places).
What has been the most challenging aspect of building London Grace, and how did you overcome it?
Hands down I would say the juggle of building a business and starting a family has been the hardest aspect. I learnt to ask for help (which I’m typically not very good at), but although I feel immensely privileged to be able to work and be a Mummy, it’s a lot of pressure and I think as a society we have a long way to go.
As someone who has successfully built a brand that emphasises both quality and consciousness, what legacy do you hope to leave behind with London Grace?
One of happiness and joy. I get a lot of happiness from having my nails painted and hope to bring this joy to others, whilst maintaining healthy, happy nails.
For aspiring beauty entrepreneurs who want to create a socially responsible brand, what key insights would you offer about balancing profitability with ethical practices?
It’s certainly a balance – but ultimately the numbers have to work. You might not be able to do everything all at once, but start with something and go from there.
How do you maintain a strong company culture that reflects your values, especially in a dynamic and evolving beauty industry?
I have two favourite sayings at the moment that help to guide us – ‘KISS – Keep it simple stupid’ and ‘Don’t sweat the small stuff’.
