Gloucestershire brand incubator, SLG Brands, announces its latest partnership – and it's mega.
Gen Z's favourite Australian fashion label – also favoured by the Kardashians and Victoria's Secret models – White Fox is entering the beauty industry with its first-ever line of products set to launch in Boots this autumn 2025.
Established in 2013, White Fox Boutique rapidly grew from a startup operating from home to a global fashion powerhouse, particularly loved in both the USA and UK.
Venturing beyond its direct-to-consumer strategy, the partnership is groundbreaking for White Fox, as it signifies a new chapter for the brand, which is aiming to continue its success into a new sector.
The goal is to craft products that 'not only provide consumers with their most sought-after beauty staples' but also 'enhance UK brand awareness and drive traffic to its online platforms, as they look to expand its UK presence.'
The line includes a range of makeup products such as highlighters, blushes and lipglosses, as well as other selfcare items like body butter, body spray and even a perfume.
Brand co-founder Georgia Contos and her Australian team collaborated closely with SLG's research and development experts at its Cheltenham headquarters.
As a result, the products have been designed to 'resonate with the social media-savvy consumer, incorporating high-trending elements perfect for digital engagement.'
This can be seen in the unique addition of exclusive 'Bestie Bonuses', digital rewards that can be redeemed online through scanning a QR code on the packaging.
Managing director at SLG Brands, Lucy Beresford, said: 'Partnering with White Fox Boutique is a wonderful venture for us.
'Their keen understanding of the Gen Z market, incredible social commerce and immersive marketing strategies align seamlessly with SLG’s commitment to innovation in today’s beauty environment.
'This collaboration allows us to merge fashion and beauty in a way that speaks directly to today's consumers.'
Georgia Contos added: 'Expanding into beauty has always been a vision for us and collaborating with SLG Brands provides the perfect synergy.
'Their expertise ensures that our beauty line will reflect the same quality and trendsetting appeal that our fashion is known for.
'The addition of our Bestie Bonus rewards also lets us connect even deeper with our loyal community, turning beauty lovers into lifelong White Fox fans.'
The brand-new White Fox beauty line is launching this autumn 2025 at larger Boots stores across the UK, as well as through White Fox's global online stores.
