With 20+ years of buying expertise across premium beauty retail, we help emerging and scaling beauty brands build strategies that sell in the real world – not that just look pretty on paper.
From market-ready positioning to profitable range planning and buyer ready retail strategies, we give founders clarity, confidence and commercial momentum.
Our services
Brand Strategy & Positioning
Advising on ways to ensure your brand stands out, connects with your ideal customer, and persuades retailers and shoppers alike. This is about selling with meaning, not just pretty packaging.
✔ Brand DNA & market narrative
✔ Messaging frameworks that convert
✔ Strategic brand audit & refinement
Outcome: You know who you are, who you’re talking to, and how to win their attention.
Range Planning & Development
From assortment strategy to SKU rationalisation and packaging direction. We help you build a commercially viable product roadmap that appeals to buyers and consumers alike.
✔ Assortment & SKU strategy
✔ Product roadmap aligned with goals
✔ Ingredient, formula and packaging guidance
Outcome: A range that makes strategic sense and drives real revenue.
Consulting Power Hours
Whether you’re stuck on pricing, positioning, pitch decks, outreach emails or next launch steps, we cut to the heart of the problem and outline a clear action plan you can implement instantly.
✔ Pre-call briefing so time is laser focused
✔ 60 mins 1:1 expert consultancy
✔ Post-call actionable summary
Outcome: Confidence and direction, not confusion.
About me
I’m Michelle Collacott, Consultant, Beauty Strategist and Ex-Buyer with over 20 years experience shaping brands that sell. I’ve worked inside major retail buying teams, evaluated thousands of products, and seen first hand what works and what doesn’t in this increasingly competitive industry.
I launched Fresh Faced to give founders the kind of commercial clarity and strategic guidance most brands never get access to.
As a former Buyer, I help you see your brand through a retailer’s lens. That means understanding not just what looks good, but what will actually get ranged, reordered, and supported in store. I know how Buyers assess brands – from product and pricing, to margin, positioning, and long-term potential, because I’ve been the person making those decisions.
You may have listened to the opinions of friends, family, colleagues and customers but Buyers think differently. My role is to bridge that gap, helping you refine your proposition, avoid costly missteps, and confidently prepare your brand for retail success.
Fresh Faced Beauty Consultancy 