Breaking the mould: Find out how this beauty brand is expanding beyond the traditional retail arena

Cosmetics Business catches up with Duck & Dry founder Yulia Rorstrom on how her brand is capitalising on the next generation of the beauty retail space

As traditional retail barriers begin to blur, hair services brand Duck & Dry is capitalising on the next generation of salon services.

With stores in London's affluent Fitzrovia and Mayfair districts, the brand has expanded its customer base to bring fast beauty to the masses thanks to a new deal with retailer Primark, but this isn't all its founder Yulia Rorstrom has in store for her brand.

Here, Cosmetics Business finds what inspired her brand, how to bring back excitement into retail the space and what's next for her multi-channel brand.

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