A consultancy for founder-led brands and the people who back them.
Product development, strategy, turnarounds, distribution, Amazon, D2C, marketing, operations and AI.
Founders of Pai Skincare, exited to Clarins in 2023.
Who we work with
Founders and operators of beauty brands (sometimes outside beauty too) with commercial and operational challenges, whether that's related to product, margin, an underperforming channel or new channel, factory issues with margin, a channel that isn't working or manufacturing. We also help with raising investment.
Investors: PE, funds & family offices who want an operator's view of a brand before investing, or hands-on help for an existing investment, including turnarounds.
Anyone else: if it is interesting and we can add value, then get in touch. If we're not the right people to help, we'll say so and put you in touch with someone in our network who can.
What we do
Deliver tremendous value by shortcutting the learning curve because we've done it before. Operational, commercial and product insight plus an outside view to sense check the really big decisions.
What we've done recently
Solarpunk: iPhone app
Local UV forecasts and skin ageing risk. In beta.
HAPPI: AI powered Product Information Manager
Knowledgebase for products & ingredients. Replaces spreadsheets, automates Retailer Line Forms, Amazon & Shopify listing creator.
Stories & Ink: Operational, Product & Channel Consultancy
Amazon UK sales up 400% in 6m to number 1 channel. Product range reformulation.
Who we are
We started Pai Skincare in 2007 and sold it to Clarins in 2023, then set up Imaginists to work with other founders and the people who invest in them. We stayed on Pai's board, and in 2025 put together the deal for its sale and returned temporarily as joint-CEOs to support the transition.
Book a call
A 30-minute call to go through your challenge, deal and see if we can help.