Welcome to Inside UKLASH; Our new blog series where we pull back the curtain and introduce you to the brilliant minds behind the UKLASH brand. For each article, we’ll be sitting down with a different member of the UKLASH team to explore the stories, roles, and real people powering everything we do here.

In this first edition, we’re diving deep into the world of New Product Development (NPD) with none other than Emily, our incredible NPD Manager. She’s the powerhouse behind some of your favourite UKLASH products, turning innovative ideas into formulas you actually can’t live without. From scouting trends and sourcing ingredients to balancing creativity with science, Emily’s role is equal parts strategy, passion, and (a lot of!) testing.

Whether you’re curious about how your go-to lash serum gets made, want to explore a career in the beauty industry, or just love a good behind-the-scenes moment, this one’s for you.

Let’s step into Emily’s world.

1. Can you walk us through a typical day in your role as Senior NPD Manager at UKLASH?

On office days, I’m usually up by 6am, coffee in hand, and heading into the lab (or rather, the office). I often start the day by tackling the pile of parcels that have landed on my desk. Sometimes, that’s competitors' products that I’ve sourced to scope out the market, or exciting new developments or pre-production samples! I’ll then either approve, reject or give feedback to the supplier and shift focus to my inbox to ensure every project is progressing as it should, from early-stage concepts to final-stage approvals - maintaining momentum across multiple timelines is key to keeping launches on track! The rest of the day is shaped around collaboration and could include checking in with manufacturers or meeting with other teams in the business; it varies from day to day. Beauty product development is fast-paced, detail-oriented and often unpredictable, and I love working at the intersection of creativity, science, and commercial insight.

2. How does your process work and how long does it take from initial idea to seeing it on the shelf?

New Product Development (NPD) is the process of turning an idea into a fully fledged product that’s ready to hit the shelves. First, we identify a trend, customer need or gap in the market, and then shape that into a concept that aligns with the brand through research and planning. From there, we work with our trusted labs to develop a formula, testing until we’ve found the perfect balance between performance, results and texture for the product. Meanwhile, I’m also working on product packaging to make sure it looks beautiful and brand-aligned, whilst also being fully functional. Once everything’s approved, we lock in production and hand off to all the other UKLASH teams so they can start to prepare for the launch! The timeline really depends on the product, but the process can take anywhere from 6 months to 3 years!

3. Where do you find inspiration for new beauty products or trends to explore?

I try to carve out time in my day to use tools like WGSN to track industry-wide beauty trends. I also review performance data to understand what’s resonating with our community and where we might need to adapt, and together, these insights help guide both short-term decision-making and longer-term product strategy. We’re also looking to lean into our community more in the early stages of product development, which I’m super excited to roll out!

4. What trends in the beauty industry are you personally excited about right now?

I love the idea of ‘low-maintenance hacks’, especially within the lash and brow categories! This could include products that are simplified and really easy to remove, are multi-purpose or emulate the effects of salon treatments at home!

5. What qualifications or experience helped prepare you for a role in the beauty industry?

I had no idea product development was even a thing when I first started out. I was just searching for placement year opportunities in the beauty industry and stumbled across an NPD intern role that instantly grabbed my attention; it sounded way too exciting not to apply, and the rest is history! I was partway through my studies at Nottingham Trent University, and I think what got me to the job was my genuine passion and interest in beauty.

6. What was your first job in the beauty industry, and how did it shape your career?

My first role in the beauty industry was a part-time position on a department store beauty counter while I was studying at university. It was there that I discovered my passion for helping people feel more confident and for educating customers on the products best suited to their individual needs and concerns. It taught me to listen, ask the right questions and translate needs into practical solutions; skills that remain central to my role today!

7. Are there any common misconceptions about what product development in beauty actually is?

A common misconception about product development, especially in beauty, is that product developers are the ones formulating products in the lab. In reality, while we work closely with chemists, our role is more to act as the bridge between the brand and the supplier. We shape the product vision, manage timelines, guide formulation feedback, ensure commercial viability and ultimately bring ideas to life. It’s a strategic and highly collaborative role, grounded in both creative thinking and operational detail, but we’re not the ones in the lab coats mixing ingredients!

8. What advice would you give to someone who wants to break into NPD or the beauty industry in general?

If you’re early in your career, I’d highly recommend starting with an in-store customer advisor role. The hands-on experience, real-time customer conversations and product education you gain along with the interpersonal skills you build are truly invaluable and form a solid foundation for any path in the beauty industry. If you are considering going to university and are interested in product development, I would recommend Cosmetics Science as a course! 

9. If you had to pick one ride-or-die product for your skin and one for your hair, what would they be?

I can’t answer this - there are so many great products on the market and to be honest, my favourites are ever changing!

10. Is there a UKLASH product you’re especially proud of bringing to life?

I’m most proud of an exciting new product that’s due to launch in September! I actually conceptualised it as part of my UKLASH interview, so it's super exciting to finally see it come to life after over a year in the making. I know it’s going to be an absolute game changer for so many people - I honestly haven’t used any other since approving the final formula!

11. If someone had never heard of UKLASH, how would you describe the product line up?

Results-driven. Science-led. Targeted. No nonsense. 

12. What’s the part of your job that brings you the most joy and what’s most challenging?

The most exciting moment within the product development process is receiving production samples or, even better, going to the line yourself and seeing products that you’ve been working on for such a long time in the making! The most challenging is managing multiple moving parts, all on tight timelines, without compromising on quality. 

13. What role does customer feedback play in creating new beauty products?

Customer feedback is everything! If our customers' needs aren’t met or if our products don’t live up to expectations, we need to hear it so we can continuously improve and Never Stop Growing, as our slogan says! ;)

14. How do you ensure that UKLASH products are safe, effective, and ethically developed?

This is so important to us here at UKLASH! We work with clinically backed ingredients and all of our formulas undergo rigorous testing for stability, safety and performance. We only build relationships with trusted partners who share our values. Every product must deliver real results and reflect our commitment to responsible beauty.

15. What’s next for UKLASH in terms of product innovation?

I’m keeping my cards close to my chest on this one! But I can say we’ll always keep things efficacious and driven by results!

And there you have it; a little peek behind the curtain into Emily’s world of product development here at UKLASH. We hope this chat left you feeling a bit more connected to the magic behind the scenes and maybe even inspired if you’re dreaming of a career in beauty.
And if you’re as excited as we are about Emily’s upcoming launch in September… trust us, it’s worth the wait!

Got a question for Emily? Feel free to drop it in the comments below!