From Winnie the Pooh to The Devil Wears Prada… Mad Beauty’s Julia Cash on turning iconic brands into beauty must-haves

Julia, it’s great to catch up! How has 2025 been for you and Mad Beauty so far?
It’s been an interesting year, with some challenges but also some huge highs. One of the biggest successes has been our Harry Potter licence, which has exceeded expectations. The products have performed incredibly well because they offer something genuinely different to what’s already on the market and really showcase the Mad Beauty approach to licensed gifting.

Let’s dive into your new launches. You have a trio of face masks for The Devil Wears Prada. Why did this brand jump out as one to collaborate with?
The Devil Wears Prada has always been a firm favourite and with the long-awaited sequel on the horizon, it felt like the perfect moment. The film has so many iconic moments, characters and quotes that we knew we could really put the Mad Beauty stamp on. We’re never afraid to take on a challenge when it comes to licences, and we always aim to bring something different to the market.

How did you approach designing these? I imagine there are different strings to pull here compared to an animated or more fantastical brand?
Absolutely. With a brand like this, it’s about leaning into those iconic scenes and references fans instantly recognise. For example, we’ve played on elements like the Runway magazine moment for the face masks, coffee-inspired lip balms and bath salts in coffee cup-shaped packaging, and of course the iconic red stiletto heel. Those small details really bring the story to life within the products.

There’s also a lovely Stitch body mist with a sweet design. Are you finding Stitch to be quite a versatile brand in beauty?
Stitch had an enormous year in 2025 with the live-action film release, but with that success also comes a lot of product in the market. For us, the focus is always on finding ways to stand out and do something different. This year we’re also tapping into Angel to bring a fresh perspective to the range and expand the storytelling within the licence.

There’s also the terrific-looking Toy Story make-up sponges and the Winnie the Pooh Sleep Body Butter – embracing the UFO and bed designs. How did those ideas come about?
At Mad Beauty we always look for ways to personalise the licences we work with. For the Toy Story make-up sponges, the alien character naturally led us to the idea of a UFO design, and make-up blenders felt like the perfect product to bring that concept to life, especially as they’re such a strong trend in beauty right now.

For the Winnie the Pooh Body Butter, the wider range is centred around sleep and relaxation, reflecting the growing demand for sleep and wellness products. With Pooh’s gentle personality, placing him in a cosy bed just felt like a natural and charming fit for the concept.

How important is it to keep innovating with the presentation of these lines? And is that push driven by retail, licensors, or yourselves?
Innovation is incredibly important to us. We start by looking at product trends that are performing strongly in the market, then consider which licences are gaining traction or have potential for growth in the year ahead.

Retailers increasingly come to us for our expertise in this space and trust in what we’re presenting, but it’s always a collaborative process. We value retailer insight as well and enjoy working together to develop ideas that bring something new and exciting to their customers.

What are you most excited about for the rest of the year?
There’s a lot to look forward to. Winnie the Pooh’s 100th anniversary will bring plenty of activity, and of course we’re excited about the upcoming The Devil Wears Prada film. I’ll definitely be first in line to see it! At the same time, we’re always looking ahead and exploring opportunities for 2027, as planning for the next big moment never really stops.

Julia, congrats on the new launches. Let’s chat again soon!