Redan Alchemy inks deal with firm for new toiletries line.

LF Beauty works up a lather for The Sooty Show

Redan Alchemy continues to add licensing partners to the programme for The Sooty Show, with LF Beauty being the latest to come on board.

The firm will be designing and producing toiletries for the brand, and joins a growing band of Sooty licensees which are seeing strong results at retail.

Golden Bear’s toys have just enjoyed a successful exclusive launch period with The Entertainer, while TVM Fashion Lab’s apparel ranges in ASDA, Primark and BHS have been selling out across the country.

"Sooty, Sweep, Soo and I are thrilled that LF Beauty have come on board to produce a range of toiletries for us," said Sooty brand owner, Richard Cadell. "Their innovative designs and reputation for high quality product makes them the perfect fit for the brand.

"Sweep isn’t exactly over enthusiastic at the thought of having to take more baths, but if they can come up with a sausage smelling shampoo I’m sure he’ll come round."

Maxine Johone-Smith, head of design at LF Beauty, added: "LF Beauty are looking to expand our licensed product ranges and The Sooty Show will be a valuable addition to our portfolio."

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