KMI Brands specialise in providing  global retail markets with beauty brands that have a unique reason for being, a strong British heritage and always delight their consumers with products that perform, whether that’s in men’s styling, natural haircare or highly giftable fragrance.

Founded in 1993, we develop strategy, drive product development,  manufacture and distribute beauty brands which are owned, licensed or under a strategic alliance. We offer a full end to end service for beauty brands wishing to grow in their market.

KMI Brands is based in London in the UK with a US office in New York as our most recent addition.

Today, we are one of the fastest-growing British beauty businesses with a strong and renowned portfolio of brands to include:

  • Noughty, Natural Haircare
  • Fish Soho, Men’s Hairstyling
  • Scott Cornwall, Hair Colourant
  • Ted Baker, Fragrances, Toiletries and Home Fragrance
  • Orla Kiely, Fragrance, Home Fragrance and Wash Bags
  • Mini Moderns, Home Fragrance and Wash Bags

Partnering with some of the most renowned retailers on the British high street as well as in the digital arena, our brands can be found in a vast array of locations from Boots, John Lewis, Superdrug, and Debenhams, to Asos, Ocado, and Amazon. Now with a focus on global expansion, we have recently partnered with some of the beauty industry’s best known global distributors to enter new territories to include Australia, the Middle East and South Africa.


KMI Brands’ drive and passion is to deliver differentiation, create value and live life beautifully – from unique brand proposition to leading niche sub sectors, having excellence in multi-channel retailing and a global footprint.

KMI live life…

…With creative curiosity
…In the pursuit of excellence
…With respect, honesty and trust
…With recognition and celebration
…With commitment
…With a sense of commerciality

Our History


KMI Brands Founder Herbie Dayal moves into beauty, co-founding men’s shaving brand King of Shaves


Partners with fashion brand Ted Baker as first license partner to launch new fragrance line


Fish, men’s salon based hairstyling brand, joins the portfolio


Ted Baker expands relationship with KMI to launch their first men’s grooming and toiletries range


Voted ‘Company of the Year’ at the CBI Growing Business Awards 2008


KMI Brands partners with Orla Kiely to launch home fragrance, wash bags and toiletries


KMI Brands partners with hair expert Scott Cornwall to create a first to market range of salon quality hair colour treatments for use at home


Relaunch of the Ted Baker toiletries Sugar Sweet collection and fragrance Sweet Treats collection


Create and launch Noughty in the natural haircare category. Additionally KMI Brands partner with Mini Moderns to launch a print led home fragrance and washbag collection



Herbie Dayal

Herbie Dayal is the founder of KMI Brands, with over 20 years experience in the beauty industry as well as an MBA from INSEAD. Starting his career as Assistant to the VP International for Copeland Corporation – an American industrial goods manufacturer – he then worked as a management consultant for Booz Allen and Hamilton, dealing principally in restructuring and corporate strategy projects for a range of top 100 companies including Unilever, Sainsbury’s, Renault and Peugeot.

Managing Director

Rachel Parsonage

Global sales and operational background over 23 years in beauty and brand. Rachel began her career in the hotel and amenity supply industry, licencing brands and developing markets with British brands such as Elemis, The White Company and Penhaligons. A move to retail ensued as she joined luxury aromatherapy based brand This Works, before joining KMI Brands in 2009.

Product & Brand Director

Lorna Mitchell

A Global Brand Strategy and new product development background of over 15 years with premium, multi-channel British retail brands. Lorna began her career by licensing leading Fashion Brands from the UK high street such as French Connection and Jigsaw into a number of sectors and global territories, before moving directly into beauty, with iconic skincare brands Elemis and Liz Earle. She joined KMI Brands in 2013.

Finance Director

Charlotte Lee

After joining KMI Brands in 2007 as Finance Assistant, Charlotte has worked her way up through the department ranks to her current role as Finance Director. This has given her real insight into all aspects of the business, and enabled her to recently add the IT and HR functions to her remit, in order to support business growth and investment. Her fast career development is a direct result of KMIs commitment to talent management, and low staff turnover which are real benefits in today’s’ fast paced, ever changing beauty industry.

Commercial Director

Joanne Morton

Global business development and marketing background, with over 12 years’ experience spanning both professional and consumer beauty brands. Jo began her career in market research and marketing for brands such as OPI before moving into global product management at Coty for Rimmel London. She spent over seven years expanding the global network for NY-based brand: Tweezerman, before joining KMI in 2015.