Health and beauty holds long-life secret for the Little Mix brand

SLG has stated that its health and beauty brand LMX, developed in collaboration with the girl group Little Mix will outlive the life of the band itself.

In what it has called a ‘very fertile time’ for the health and beauty sector, independent specialist has stated that in building the new brand with its team, Little Mix now has ‘an exciting and scalable business entity it can be a part of in the future.’

Following the launch of the line of brand licensed health and beauty products, the Cheltenham-based outfit has also hinted at growing its brand partnership portfolio.

SLG hit the headlines earlier this month when it revealed a new collaboration with Little Mix for a range of health and beauty products under the brand name LMX.

It joins a selective portfolio of brand partnerships – that includes the likes of Zoella, Milli McKintosh, Claudia Winkleman and Tokidoki – with the aim of developing a brand that will “outlive the life of Little Mix the band itself.”

“Aware of the extra-ordinary influence of what is now the world’s biggest girl band, we approached the girls last year to create a stand alone brand together,” CEO Miles Dunkley, told

“We expect the brand to be a long term, global success and we are all geared towards that goal with a view that LMX can outlive the life of Little Mix the band, though the girls themselves will of course remain co-equity owners.

“It gives them an exciting and scalable business entity to be part of in the future.”

SLG has called itself a fashion-led, design driven business that is always looking where exciting new opportunities exist in terms of brand partnership. However, it insists that it will always adhere to its ethos of ‘quality over quantity.’

“We look for a mix of key criteria before committing to a deal these days,” continues Dunkley. “We want to see powerful and proven audience awareness and engagement, adjacent category relevancy, the potential for an exciting new narrative to be told and a like-minded vision from the brand owner.”

Get all of this in line with the UK company and you might just be in business in what SLG has highlighted as ‘potentially a very time indeed.’

“The rise in social media has stimulated many more potential avenues of brand partnership as consumers are exposed to increasing numbers of brand influences,” said Dunkley.

“And in turn, social media has dramatically increased the potential for these brand partnerships to scale up quickly and globally in their new categories.”

SLG first launched into the licensing business 15 years ago when it signed a global deal with Hearst Publishing for the use of the Cosmopolitan trade mark in the category of beauty accessories.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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