Lessons from over 20 Years in Beauty Product Development

By Bernadette Jackson, Founder of Beauty Product Development Ltd

Introduction: A Journey of Passion and Purpose

More than twenty years ago, I took my first steps into the beauty industry. Back

then, I didn’t know just how much this world would shape me or how many incredible products, brands, and stories I would help bring to life. From cult-favourite body butters to award-winning vegan fragrances, I’ve worked with start-ups, supermarket giants, and global beauty icons. And I’ve learned one thing above all: a successful product isn’t born - it’s built.

At Beauty Product Development Ltd, we exist to guide founders from “I’ve got an idea” to “It’s flying off the shelves.” These are the real-world lessons that two decades of product development have taught me - lessons I bring to every client and every project.

Lesson 1: A Strong Concept Beats a Pretty Package

When I was developing products for The Body Shop, it wasn’t just about clean

labels or botanical claims - it was about why the product mattered. One of my proudest achievements was the launch of the Moringa range. Beyond smelling great, it connected with consumers on both a sensory and emotional level, filling a gap in the market. That’s why it’s still a bestseller.

A strong concept solves a problem or meets a genuine need. Beautiful branding will help you get noticed - but clarity of purpose keeps you on the shelf.

Lesson 2: Speed Doesn’t Equal Success

I’ve seen brands rush to launch, only to backtrack six months later with reformulations or rebrands. The pressure to be “first to market” is real - but I always advise clients: slow down to speed up.

At Floral Street, where I helped launch a fully-fledged fragrance brand from concept to shelf in under 18 months, we took the time to get every detail right - story, scent, packaging, sustainability. The result? 13 awards and global expansion in the first two years. It’s not about rushing. It’s about being ready.

Lesson 3: Your Product Isn’t for Everyone And That’s a Good Thing

Whether I was working on haircare for Trevor Sorbie or skincare for Asda, one thing was clear: trying to please everyone means pleasing no one.

The brands I’ve seen succeed—like the niche botanical lines or ingredient-led start-ups have a clear audience and stay laser-focused on them. At Beauty Product Development Ltd, one of our first steps is to define that target customer. That clarity leads to confidence and confidence builds loyal communities.

Lesson 4: Retailers Don’t Care About Launches - They Care About Sell-Through

I’ve sat in countless retailer meetings over the years, and I can tell you: launching is not enough. They want to know: will customers come back for this? Is it priced right? Is the packaging practical and sustainable? Will it stand out next to 200 other products?

That’s why we focus our development process on sell-through, not just sell-in. From ingredients to margins, we help you build something with staying power.

Lesson 5: Founders Who Listen Are the Ones Who Win

The best founders I’ve worked with whether they were start-ups or seasoned

pros had one thing in common: they stayed open.

They listened to tester feedback. They asked questions. They brought experts in and welcomed tough love. When I worked on the Pat McGrath range, what impressed me most wasn’t just the creativity, it was the collaboration. Great things happen when vision meets execution.

Bonus Lesson: Sustainability Isn’t a Trend - It’s the Future

This is a personal passion of mine. From launching Weleda’s first sulphate-free haircare to building Floral Street’s biodegradable packaging, sustainability has been at the heart of everything I do.

Today’s consumers are savvy. They expect brands to care. And when you build your product with ethics and eco-conscious choices baked in from the start, it shows—and it sells.

Final Thoughts: It’s Not Just Product - It’s People

Over the years, I’ve learned that great beauty product development isn’t just about formulations or marketing - it’s about people. The chemists, the designers, the consultants, the clients. Building something beautiful is always a team effort.

That’s why I founded Beauty Product Development Ltd to be a trusted partner for beauty brands who want to do it right. Whether you're a founder with a dream or a growing brand with big goals, we’re here to help you turn that idea into a product that performs, resonates, and lasts.

Ready to Turn Your Idea Into a Best-Seller?

I’d love to hear about your vision. Let’s make it happen together.