From Molton Brown to Grace Cole: Building a successful bath and body brand

Tim Pluess, the new Commercial Director of Grace Cole, talks ‘aspirational glamour’ and his recipe for brand success in the bathroom products category

Tim Pluess

Grace Cole, the UK cosmetics and fragrance brand, has named Tim Pluess as its new Commercial Director.

Formerly Associate Director Export Sales at Kao-owned Molton Brown, Pluess has worked in the cosmetics industry for around 15 years, including a tenure at P&G.

While Pluess’ former position focused primarily on travel retail sales and consumer experiences in the premium sector, today he is immersed in the world of aspirational and affordable glamour, catering for consumers who seek a touch of luxury without breaking the bank.

  • Grace Cole was founded by Tracy Mort in 2007.
  • She started the business from her kitchen, mixing formulations.
  • Grace Cole has three core brands: Grace Cole Signature, The English Bathing Company and The Luxury Bathing Company.

Aspirational glamour

Pluess tells Cosmetics Business: “We’re doing quite a bit of work around brand and positioning.

“Within Grace Cole as a company we have a few different brands. The main brand that we really have some international headroom with and can do something really exciting with is our Signature brand.”

Pluess refers to the Grace Cole Signature brand, which is the company’s ‘top-tier’ offering, with formulations made in England.

He added: “We’ve created something that we’re almost calling ‘aspirational glamour’. That is for people that aspire to buy the . . .

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