Welcome to Strategy Decoded.

We partner with beauty & luxury brands to build your vision into compelling brand expansion strategies in the UK and Europe. Beauty & luxury are our passion and our expertise – our talented team of experts have over 50 years’ experience in all areas of beauty, particularly sales and marketing.

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We work with brands large and small, and with all retailers in the UK, Ireland, Europe and distributors in Russia & Middle East, including retailers in the travel retail sector and D2C, to drive distribution, brand awareness and sales.

Working with you to craft and activate a winning sales and marketing plan, we can help start the conversations with retail partners or guide you to a trade and brand marketing strategy which will get results.

Book a meeting with us to discuss your problem


How We Help Your Brand

The beauty industry is a vibrant place, it’s one where there is opportunity for all brands to create a presence and grow.

Sometimes it can be overwhelming for brands new to the UK and EU or for new brand founders with little commercial or marketing experience: how and where to start or to focus your efforts. We can help you: we know the market trends, the retailers, the buyers and your competitors.

In 2017, our Founder, Karine Fleury-Richards, recognised a need to provide more agile and reactive support to brands in the UK & Europe beauty and luxury space. With her long career working for blue chip beauty corporations such as L’Oreal and Estee Lauder Companies, she was able to use that rigour but flex to clients’ and market needs.

Past and present clients