Smart Beauty

Author: Viola Levy

Smart Beauty is a podcast for beauty business owners (particularly female founders) who are looking for tips on how to hone their brand voice and the story behind it or anyone who's just curious about business and branding. It's hosted by Viola Levy, journalist and founder of copy-led branding agency Smart Beauty Creative. We also sit down with guests from some of the industrys leading and disruptive beauty brands, as well as industry-insiders.To learn more about what we do, visit smartbeautycreative.com or follow us on Instagram @smartbeautycreative
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Language: en

Genres: Arts, Business, Fashion & Beauty

Contact email: Get it

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"Business Hippie" Abi Cleeve on leadership & independence
Episode 13
Friday, 5 September, 2025

Almost 30 years ago, Abi Cleeve sat down with nothing but a stack of Yellow Pages and an idea. Long before the internet, she methodically called pharmacies across the country, persuading them to try a little-known Swiss suncare brand, UltraSun. Then, in her battered old Beetle, she personally drove stock to anyone willing to give it a chance.To keep up with demand, Abi hired an assistant named Dan to help pack orders, and he remained with the company ever since.Fast-forward three decades, and UltraSun is a household name, stocked by major retailers like SpaceNK and celebrating 20 years as a QVC best-seller. Abi is also the MD of two other brands – SkinSense and SBC Skincare – and proudly describes herself as a “business hippie.”Her approach is refreshingly rare: she has no shareholders, keeps six months of salaries and running costs in reserve, and has built a culture so strong that many of her team have stayed with her for decades. Ask anyone in the industry, and they’ll tell you she’s one of the kindest leaders they know.In this conversation, we explore leadership, the changing beauty landscape, why she never sold out – and how to stay just as excited about your business on Day One as you do decades later.ultrasun.co.ukskinsense.co.uksbcproskincare.co.uk