**From University Dropout to Multi-Million Pound Business: The Rise of Mallows Beauty**
Laura Mallows’ journey from university dropout to successful entrepreneur is a tale of resilience, reinvention, and seizing the moment. Hailing from Cowbridge, South Wales, Mallows once saw herself as just another student uncertain about her future. Today, she leads Mallows Beauty, a brand turning over £6m a year, admired for its lightly irreverent approach to self-care and now a mainstay on the high street and a viral sensation online.
Mallows’ path was anything but traditional. Her academic beginnings were in the world of history—encouraged by her school to pursue a degree at one of the UK’s most prestigious universities, she instead chose Southampton, drawn by the vibrant nightlife. Only a few months into her studies, however, she found herself disengaged, battling through lectures she could hardly stay awake in. Eventually, she made the difficult decision to leave, a move she says was supported by her parents once she unveiled her true passion: fashion.
This new direction led Mallows to a fashion design degree and, subsequently, to a position in London as a buyer for Dune, focusing on handbags and accessories. While her professional ambitions were gathering pace, Mallows privately struggled with body image, eating disorders and the pressure to be “perfect”. After developing acne, she found herself frustrated by the beauty industry’s empty promises—an experience all too familiar for many. “Every product I tried failed to deliver, and every campaign featured unrealistic ideals,” she recalls.
These battles with self-esteem and mental health became a catalyst. Rather than accept the status quo, Mallows started to question why there wasn’t a beauty brand championing real skin—stretch marks, cellulite and all—and making others feel genuinely seen. This idea stayed with her through a short stint working as a skincare buyer in Port Talbot, but it was not long before Mallows left, determined to launch her own vision.
With help from her parents—and a homemade scrub recipe—Mallows Beauty was born on her kitchen table in Llantrisant in 2020. Her debut product, a pineapple mask, found almost immediate demand, catching the attention of buyers at Skinny Dip and Harrods. Quickly, Mallows Beauty expanded its offering, producing everything from body butters to shaving butters, and soon opened a flagship shop in Cardiff, as well as launching a dynamic presence on TikTok.
A defining moment arrived in 2023 when Superdrug named Mallows Beauty as its Marketplace of the Year, a recognition that coincided with a dramatic surge in online sales. Thanks to a combination of affiliate marketing and the brand’s authentic narrative on TikTok, monthly revenues soared from £50,000 to £300,000. The strategy quickly evolved: Mallows closed her physical store, focusing efforts on the online community, a move that paid off handsomely. On Black Friday 2024, online sales alone reached £450,000.
Today, at 33, Mallows has built a loyal following and seen her products stocked in branches of Boots and Superdrug, with an imminent launch at Morrisons. Her digital-first approach remains key, allowing Mallows Beauty to foster a genuine two-way conversation with its customers. “The internet has connected me with people from across the country,” Mallows said, acknowledging the supportive community at the brand’s heart.
Of course, with rapid growth came organisational changes. At its peak, the company employed 22 people, but in a bid for closer teamwork, this has now been streamlined to 15. Mallows describes her staff as like a family, united by shared experiences and a mutual commitment to authenticity—core values reflected in every new product.
Driven by her own curiosities and the input of an engaged audience, Laura has continually diversified her offerings. Bright, quirky packaging and fresh, distinctive fragrances have become Mallows Beauty trademarks. Shaving butters, for example, were inspired by American trends, while innovations like razors sold out almost the moment they launched.
Importantly, customers often influence upcoming launches, with regular TikTok live sessions inviting followers to steer product development — from new fragrances to entirely new product lines. Ideas like the brand’s “Pool Side” range and banana-scented products grew directly from these conversations.
For Mallows, honest storytelling and a willingness to share the business’s daily realities on social media are crucial. She credits TikTok as instrumental not just for sales, but for breaking down the barriers between brand and consumer. Reflecting on her own journey, Mallows urges aspiring entrepreneurs to embrace transparency and vulnerability, suggesting that these are the qualities that build enduring communities.
Now, as Mallows Beauty prepares for its next step into supermarket aisles, the story behind its rise is as much about embracing imperfections as it is about impressive sales figures. Mallows’ journey resonates with anyone who has ever felt left out by the beauty industry, standing as a reminder that authenticity and community can, quite literally, change lives—and businesses—forever.