About Us

Fall in Love with your hair again.

Back in 2002, the high street home hair colouring offering was limited to fifty shades of blondes, browns and blacks. If you wanted creative colour, you had to source from niche gothic stores or a trip to a chic fashion salon.

Smart Beauty is a small innovative team. With the support of Superdrug we introduced Smart Colour, Smart Highlights, Smart Tips and Smart Undercolour, creative hair colouring to the high street, with complete, easy to use creative hair home colouring kits.

Our brand ethos is simple, Creative Hair Colouring…made easy.

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Our Mission

To inspire and guide our customers to have a good and trusted experience with our unique range of hair colours. To source and manufacture responsibly, being mindful of impact on society and plant.

Our mission has remained unchanged, to provide inspiration and education and give our customers a positive and safe experience. Our instruction leaflet provides detailed information to inform and instruct on how to use the products and customers are supported by a customer care telephone line and website. 


Smart Beauty sourced new formulations, to lighten and colour it at the same time. This is totally unique to Smart Beauty, making the process of creatively colouring your hair at home into a simple one-step process. The formulation was perfect for all hair colour and types: from English Rose to Asian Beauty.

We take great care in our supply chain to avoid harsh chemicals, avoid animal testing, and made hair colour suitable for vegans, all within the very tight regulations of the EU Cosmetics Directive.

Smart Beauty monitors the catwalks and fashion trends, with an ongoing strategy to create innovative products.

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Founder & OWNER

Michael Rushby

I am a creative, logical entrepreneur and business strategist with diverse global experience in brands across digital media, marketing technology, and e-commerce.

Our mission is to be cruelty-free, vegan, and source locally. We develop the best formulations which are easy and safe to use. Our products are made in the EU and UK
We’ve been making hair colors for over 15 years, and we’re exceptionally proud of them. We try to do business the right way; we take responsibility for our impact on society and the planet.

hair color not tested on animals

Not Tested On Animals


Suitable For Vegans


Made In The UK & Italy


Shipped Via Amazon