Millie Kendall named advisor to 19/99 Beauty to help fuel its growth in Europe

By Lynsey Barber | Published: 11-Jul-2025

Kendall, CEO of the British Beauty Council, will advise the Canadian make-up brand’s founders on strategy as it expands outside of North America

Industry veteran and British Beauty Council CEO Millie Kendall has been appointed an advisor to 19/99 Beauty to help fuel the company’s growth in Europe.

The Canadian make-up brand was founded in 2020 by Stephanie Spence and Camille Katona, with the aim of creating products beyond demographics for those aged 19 to 99.

19/99, which is stocked online at retailers Space NK and Cult Beauty, opened a UK warehouse earlier this year to better serve its European customers and is set to launch at online retailer Niche Beauty in August to further expand its reach.

Kendall’s appointment “marks a significant milestone for 19/99 Beauty as it continues its long-standing mission of challenging homogenous beauty ideals”, the brand said in a statement.

Kendall has helped shape top brands such as Shu Uemura, Aveda and L’Occitance.

The entrepreneur also founded her own cosmetics brand, Ruby & Millie, with make-up artist Ruby Hammer, and co-founded PR agency BRANDstand Communications.

“I have long been a fan of the brand, I can see they are on the brink of expansion and I really want to watch them fulfill their potential,” Kendall told Cosmetics Business. 

“I love the concept, the design, the formulations and the innovation, as well as Camille and Stephanie.” 

Kendall will advise 19/99’s founder on strategy, with regular meetings, introductions and  helping the founders with decisions.

The range, which includes cream blush sticks, lip tint and mascara, will also launch in-store at Space NK next month.  

“I am hoping as we develop the role I am able to support wherever the girls need,” Kendall added.

“In a way I hope that some of my mistakes will help them avoid the same. 

“I think I have endless enthusiasm for the make-up space, and I love it. 

“I know the market here extremely well and I have contacts that can really help a brand to avoid wasting time trying to find the right person to speak to. 

“I think I am  pretty straightforward too, and if I think something isn’t, I am not afraid to voice my opinion.”

Cosmetics Business and its sister title Pure Beauty are patrons of The British Beauty Council.  

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