With over 20 years’ experience in the cosmetics and fragrance industry, Smyth says she had wanted to set up her own distribution business for some time.
She worked in a variety of roles for Estée Lauder, including marketing, training and general management for the group, before moving to Unilever where she ultimately became vp international marketing. Smyth then moved to Selective Beauty UK as md before taking the role of md for the fragrance division at KMI Brands where she developed the debut fragrance by Orla Kiely, which launched last year, as well as working on building the Ted Baker fragrance brand.
SAS (Shelley Ann Smyth) was co-founded in January 2011 and the company has now signed the UK distribution license for Kim Kardashian’s signature fragrance; Kardashian is the glamorous model, actress and entrepreneur star of US reality TV show Keeping Up With The Kardashians. Created by Givaudan’s Claude Dir, the fragrance is described as a very feminine floral with a warm sensual base.
Smyth says: “We are delighted with the response we have had already for the Kim Kardashian fragrance and look forward to nurturing the brand. It has done incredibly well in the US and we hope to develop this success in the UK and Europe.”
The fragrance is available in three edp sizes (30ml/50ml/100ml) and a 10ml edp rollerball and will initially launch exclusively through Debenhams in June with a national rollout scheduled for July supported by an extensive media campaign.
