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Published
Nov 23, 2017
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Feelunique recruits WAH Nails founder to lead advisory board

Published
Nov 23, 2017

One of Britain’s most influential beauty entrepreneurs, Sharmadean Reid, is joining beauty e-tailer Feelunique.com as a strategic adviser.


Sharmadean Reid founded WAH Nails, has written two books and was awarded an MBE in 2015


A former fashion stylist and brand consultant, Reid is the founder of WAH Nails, which changed the beauty landscape with its millennial voice and innovative salon space when it launched in 2009.

At Feelunique, Reid will lead an advisory board comprised of beauty industry experts, and use her understanding of the millennial consumer to further consolidate Feelunique’s position as a leading, tech-driven online beauty retailer.

“Feelunique is a much-loved brand amongst all demographics but none more so than the highly sought-after millennials – especially those in the 19-24 age bracket,” said Joel Palix, CEO of Feelunique.

“Sharmadean is a leading voice among British millennials. As someone who is at the forefront of innovation in the beauty industry, her expertise and entrepreneurial flare will prove invaluable to Feelunique as we continue to blaze the trail in revolutionising the online beauty market.”

According to Feelunique, millennials represent over 65% of its customers, and helped drive a 27% increase in revenue to £80 million in the year to March 31.

The platform stocks more than 30,000 products and 500 brands across makeup, skincare, haircare, fragrance and electricals.

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