Both Cheshire and Lumb have a track record of turning overlooked beauty categories into global successes: Cheshire founded the premium haircare and hair extension brand Beauty Works in 2010, ultimately turning it into a £55 million category-defining business, a majority of which was acquired by the LVMH-backed private equity firm L Catterton in August 2021. Meanwhile, during his seven-year tenure as CEO of Tangle Teezer from 2011 to 2018, known for its brushes designed to detangle hair, Lumb grew revenue from £1 million to £29 million and established distribution in over 70 countries.
Killabrush was born from research showing traditional brushes are prone to trapping oil and product buildup, and therefore significant levels of bacteria are redistributed with each brush, affecting scalp hygiene and hair quality, Cheshire explains. When Cheshire’s family and friends had their hairbrushes tested for cleanliness by the British Medical Group, the results that came back were “rancid”, she said. Lumb agrees, noting that while there has been growing discussion around how to keep makeup brushes and toothbrushes clean, “the hairbrush has sort of been left behind.”
Killabrush’s unique selling point is that its brushes kill microorganisms or stop them from reproducing and growing. The product was developed with the British Medical Group, a privately owned company that typically supplies medical devices and healthcare equipment (the group is also a shareholder in Killabrush). What makes the brush effective is that “the antibacterial technology is not sprayed on, it’s not coated into the bristles,” says Lumb. Instead, the antimicrobial additive is mixed with the polymer, which is then molded with the bristles themselves, he explains.
Modern needs
Incorporating scientific advancements into hairbrushes is one aspect of Cheshire and Lumb’s new mission, as consumers become more willing to spend on professional-grade beauty tools that prevent structural damage, rather than just masking it. But they also view the hairbrush as part of an elevated lifestyle that has become desirable among modern shoppers, Cheshire says. Indeed, from the coffee being brewed to the pots and pans in one’s kitchen, luxury is no longer only associated with visible, outward displays of status — it extends across one’s entire lifestyle.
It’s a view shared by Natalie Guselli, head of beauty at the British department store Liberty, which has been growing its selection of hairbrushes and hairbrush brands. “Over the past few years, we’ve seen a broader shift towards beauty rituals becoming more intentional and elevated. Customers are looking for products that make everyday moments feel more enjoyable and intentional,” says Guselli. “Hairbrushes have become part of that conversation.”
“Over the past few years, we’ve seen a broader shift towards beauty rituals becoming more intentional and elevated. Customers are looking for products that make everyday moments feel more enjoyable and intentional.”
