What Mad Beauty does

Mad Beauty Ltd is a UK-based, privately-held beauty and gift manufacturer founded in 2002 and headquartered in Watford. The company designs, sources, and sells bath, body, skincare, cosmetics, accessories, advent calendars, and gift sets built around licensed intellectual property from major entertainment franchises including Disney (Mickey Mouse, Winnie the Pooh, Frozen, Toy Story, The Little Mermaid), Lucasfilm's Star Wars (Grogu, Mandalorian, Darth Vader), Warner Bros (Harry Potter, DC Comics, Friends), and Rocky Horror Show. Mad Beauty also operates an own-brand portfolio (Blooming Lovely, Wild at Heart, Boudoir, Nordic, among others) and a pet care sub-brand called Mad Pets. Products are PETA-accredited cruelty-free and priced from £6.99 to £16.99 per unit.

The business operates a dual go-to-market: a direct-to-consumer e-commerce storefront at madbeauty.com that ships globally (excluding EU retail orders due to Brexit-related requirements), and a wholesale/trade channel serving retailers, gift shops, and distributors via [email protected]. Marketing is concentrated in organic social (Facebook, Instagram, TikTok), email/newsletter, and on-site content. The company does not operate a mobile app, has no proprietary technology platform, no disclosed AI/ML capabilities, and no parent entity or external institutional investment disclosed in available sources.

Mad Beauty is led by founder and creative director Julia Cash, operates with 11-50 employees, and continues to expand its licensed franchise portfolio in 2025 (e.g., the Toy Story 5 limited-edition collection launched June 19, 2025). Revenue, funding history, and ownership structure are not publicly disclosed; the entity is registered as Mad Beauty Ltd in England, United Kingdom.

Name

Mad Beauty

Legal name

Mad Beauty Ltd

Website

https://madbeauty.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Mad Beauty is a UK-based beauty and gift manufacturer producing bath, body, skincare, cosmetics, and accessories under licensed character franchises (Disney, Star Wars, Warner Bros), selling direct-to-consumer via madbeauty.com and through wholesale trade accounts.

Ownership category

akta.pro rank

Product category

Licensed Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Body Sprays & Mists (CRABADAC), Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ)

Keywords

• Licensed beauty products
• Bath and body care
• Character gift sets
• Novelty cosmetics
• Pet care products

Headquarters

HQ city

Watford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct-to-consumer sales via the company's owned e-commerce storefront (madbeauty.com). Customers purchase individual products and gift sets at listed retail prices.
2. Wholesale/Trade Distribution: Revenue generated through wholesale relationships with trade customers and distributors. The company offers trade accounts for businesses looking to stock Mad Beauty products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Mad Beauty designs, manufactures, and sells licensed and own-brand bath, body, skincare, cosmetics, accessories, and pet care products featuring popular entertainment franchises including Disney, Star Wars, Warner Bros, and Rocky Horror Show. The company distributes its products primarily through its own e-commerce storefront at madbeauty.com and a dedicated wholesale/trade channel for retailers and distributors, with products priced between £6.99 and £16.99 per unit.

Product overview

Mad Beauty is a beauty and gift retailer offering a diverse portfolio of licensed and own-brand products. The core product lines span Bath & Body (fizzers, bath salts, bubble baths, soaps, body washes), Face & Body Skincare (sheet masks, sleep masks, hand creams, exfoliators, facial ice wands), Cosmetics (lip balms, eyeshadow palettes, mascaras, lip glosses), Accessories (hand warmers, hot water bottles, cosmetic bags, headbands, brushes), and Pet Care (Mad Pets sub-brand). The company differentiates through extensive licensed character collaborations with Disney (Mickey Mouse, Winnie the Pooh, Frozen, Toy Story, Princess franchise), Star Wars (Grogu, Mandalorian, Dark Side), Warner Bros. (Harry Potter, Friends, DC Comics), and Rocky Horror Show. Mad Beauty also develops original branded collections including Blooming Lovely, Wild at Heart, Boudoir, and Nordic. Products are cruelty-free with PETA accreditation and the company is working toward reducing plastic use.

Differentiator

Problem solved

Functional benefit

Products and services

• Bath and Body Products Range of bath and body care items including bath fizzers, bath salts, bubble baths, bath milks, bath soaks, soaps, body washes, hand washes, massage oils, body mists, body lotions, and body butters, sold through madbeauty.com to consumers and via wholesale accounts to retailers.
• Face and Body Skincare Face and body skincare items including sheet masks, sleeping masks, cosmetic sheet masks, clay masks, facial ice wands, hydrogel under-eye patches, hand creams, hand care sets, body exfoliators, and body scrubs, distributed to consumers and trade buyers.
• Cosmetics Color cosmetics including lip balms, tinted lip balms, lip glosses, lip oils, eyeshadow palettes, mascaras, face paints, and makeup brushes and brush sets, sold through the Mad Beauty online store and wholesale channel.
• Beauty Accessories Beauty accessories including hand warmers, hot water bottles, cosmetic bags, headbands, hair scrunchies, hairbrushes, makeup brushes, makeup sponges, mirrors, shower caps, manicure sets, nail files, and makeup organizers, sold to consumers and trade customers.
• Mad Pets Pet Care Pet care and grooming products under the Mad Pets sub-brand including paw balms, catnip toys, pet shampoos, pet conditioners, dog brushes, and pet gift sets, sold through the Mad Beauty storefront.
• Disney Licensed Products Licensed beauty and gift products featuring Disney characters including Mickey Mouse, Winnie the Pooh, Toy Story, Frozen, The Little Mermaid, The Nightmare Before Christmas, Princess franchise, and Disney villains, produced under a Disney licensing agreement.
• Star Wars Licensed Products Licensed Star Wars-themed beauty and gift products featuring characters including Grogu (Baby Yoda), Darth Vader, Mandalorian, Stormtroopers, and Dark Side themed items, produced under a Star Wars (Lucasfilm/Disney) licensing agreement.
• Warner Bros. Licensed Products Licensed products featuring Warner Bros. properties including Harry Potter, Friends, DC Comics superheroes (Batman, Superman, Wonder Woman), and animated classics, produced under a Warner Bros licensing agreement.
• Rocky Horror Show Licensed Products Licensed beauty and gift products inspired by the Rocky Horror Show musical film, including bath potions, glitter lip balms, bath bombs, and eyeshadow palettes.
• Advent Calendars Seasonal advent calendar products including bath fizzer advent calendars, cosmetic advent calendars, and themed character advent calendars for Christmas, sold via the Mad Beauty storefront and trade accounts.
• Gift Sets Pre-packaged gift sets for various occasions including bath gift sets, skincare gift sets, body care sets, and themed character gift sets, sold to consumers and trade buyers.
• Toy Story 5 Beauty Collection Limited edition collection of bath and body treats featuring Toy Story characters Woody, Buzz, Jessie, and other Toy Story 5 characters, released in conjunction with the Disney and Pixar film's cinema debut.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Toy Story (Disney/Pixar)coreOEM/ Whitelabel/ Licensing Partner · 19 June 2025Mad Beauty launched a limited edition collection inspired by Toy Story 5, releasing in cinemas June 19. Products include bath and body treats featuring Woody, Buzz, Jessie, and other Toy Story characters.
• DisneycoreOEM/ Whitelabel/ Licensing PartnerMad Beauty holds licensing agreements with Disney to produce bath, body, and beauty products featuring Disney characters and franchises including Toy Story, Winnie the Pooh, Frozen, The Little Mermaid, and various princess characters.
• Star Wars (Lucasfilm/Disney)coreOEM/ Whitelabel/ Licensing PartnerMad Beauty produces Star Wars branded beauty and selfcare products featuring characters like Grogu (The Child), Darth Vader, Storm Troopers, and Mandalorian themes.
• Warner BroscoreOEM/ Whitelabel/ Licensing PartnerMad Beauty holds licensing agreements with Warner Bros for Harry Potter, DC Comics (Batman, Superman, Wonder Woman), Friends, and other Warner Bros franchises.
• Rocky Horror Picture ShowminorOEM/ Whitelabel/ Licensing PartnerMad Beauty produces Rocky Horror Show themed bath and beauty products including bath potions, glitter lip balms, bath bombs, and eyeshadow palettes.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Body Shop: Global ethical beauty retailer with cruelty-free positioning and a strong gifting assortment. Comparable to Mad Beauty on values-based branding (PETA-accredited) and bath/body gift SKUs, though operates at significantly larger scale and own-brand only.
• Boots (Walgreens Boots Alliance): UK's largest health and beauty retailer carrying bath, body, skincare, and cosmetics. Comparable as the dominant retail partner for Mad Beauty's wholesale channel and as the standard-bearer for UK beauty assortments.
• Sephora: Global multi-brand beauty retailer with strong gifting and discovery credentials. Comparable as the benchmark for beauty retail scale and as a potential wholesale route for Mad Beauty's licensed cosmetics internationally.

Direct peers

• Lush: UK-based handmade cosmetics and bath brand with playful, design-led packaging and a strong gifting footprint. Closely comparable to Mad Beauty on cruelty-free ethics, bath/body category leadership, novelty gift sets, and UK manufacturing heritage.
• Claire's: Global accessories and gifting retailer focused on licensed character merchandise (Disney, Warner Bros, etc.) for tween and young adult audiences. Directly comparable to Mad Beauty's licensed IP, gift-set model, and mall/retail distribution strategy.
• Miniso: Global lifestyle and beauty retailer offering affordable, design-led, IP-licensed products across cosmetics, accessories, and gifts. Comparable to Mad Beauty on affordable price points, licensed character merchandise, broad SKU breadth, and rapid global retail expansion.
• Soap & Glory: Playful, design-forward bath, body, and cosmetics brand with strong UK retail and gifting presence. Closely comparable to Mad Beauty on whimsical packaging, gift-set strength, and bath/body category focus.
• Flying Tiger Copenhagen: Affordable, design-led novelty retailer with a wide assortment of gifts, beauty accessories, and lifestyle products. Comparable to Mad Beauty on accessible price points, gift/novelty positioning, and broad SKU rotation.

Emerging players

• Funko: Pop culture licensed products company (figurines, accessories, gifts) built on the same Disney, Star Wars, Warner Bros, and DC IP that Mad Beauty leverages. Comparable on licensed character merchandise, fan/gift positioning, and franchise-driven release cycles, though Funko focuses on collectibles rather than beauty.

Regional players

• Hotel Chocolat: UK-based premium gifting retailer with strong direct-to-consumer and own-store presence. Comparable to Mad Beauty on UK-centric gifting DNA, advent/seasonal calendar strength, and design-led packaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/Mad-Beauty/313638463654
• Instagraminstagram.com/madbeauty/?hl=en
• TikToktiktok.com/@madbeauty
• Xx.com/Mad_Beauty

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mad Beauty