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The Grufferties & Let Them Talk Beauty

From Gogglebox to Global Gloss — TV’s favourite family turns household fame into a powerhouse beauty brand.

A smiling woman with dark hair and bangs sitting between a teenage girl and a man on a red sofa against a red background. The girl has glasses and braces, the woman is wearing a white shirt, and the man is in a dark blue shirt.

At a glance

Client: Let Them Talk Beauty
Industry: Beauty, Cosmetics | Lifestyle & Influencer Branding
Services:

Full Digital Growth Solutions Rebrand Multi-Channel eCommerce Social & Community Activation

  • From Gogglebox to Global Gloss — TV’s favourite family asked us to turn 15+ years of salon know-how into a scalable beauty brand with name, identity, multi-channel e-commerce, and a social engine to match their national recognition.

    They had the vision and reputation but needed the roadmap to monetise it — from award-winning expertise and new revenue streams to industry partners gravitating beyond Dublin.

  • Full digital grwoth solutions: rebrand + architecture to elevate from local salon to national beauty authority. We delivered a full digital transformation — 200+ products launched on a fast, mobile-first e-commerce platform, a partner-ready commercial portal, and social/community activation to turn recognition into measurable growth.

    We also introduced an online consultancy model that monetised expertise and unlocked new recurring revenue streams.

  • A full-scale transformation that turned Gogglebox familiarity into commercial firepower. Let Them Talk Beauty became an award-winning, best-in-class brand recognised for creativity and growth. Revenue surged, engagement soared, and their new online consultancy turned influence into recurring income — evolving a beloved family salon into a digital-first beauty brand with national reach and unstoppable momentum.

 “We were very, very lucky to find Keith when we did. He helped us bring the website and the brand to life — and gave us so much confidence to share our story with others.”

Laura & Des Grufferty | Owners, Let Them Talk Beauty

Collection of social media posts and advertisements for hair and beauty products, including gift sets, reviews, giveaways, and product promotions.

Challenge

With 15+ years of heritage, Let Them Talk Beauty needed to scale beyond the chair — expanding into a new beauty, retail, and e-commerce space, while staying authentic. Juggling TV work and salon life, the founders had deep expertise but needed focus and digital reach to grow.

Digital collage of beauty and skincare product advertisements, including a pink skincare bottle, a purple shampoo bottle, and a diffuser, with additional promotional images of a woman and colorful typography, on a white background.

Research & Discovery

Deep dive into the beauty and lifestyle sector — analysing competitors, influencer brands, and social trends. The research shaped tone, positioning, and growth strategy for a modern, digital-first beauty business.

Brand System

Bold, feminine energy in a crisp system — playful pinks, polished structure, expansion-ready. Unified templates and clear tiers make product, services, and consultancy easy to grow across markets.

  • Stylized text that reads "Let them tak beauty" in pink and purple shades, with a decorative arrow integrated into the design.
  • Before: Close-up of lips with lipstick and teeth, text 'Let Them Talk Beauty.' After: Pink background with stylized text 'Let Them Talk Beauty' in purple.
  • Pink background with large purple word 'AIRA' at the top, standard alphabet in uppercase and lowercase letters, numbers and symbols, and large purple lowercase 'a' in various styles.
  • Two pink posters advertising hair home work with photos of women with different hairstyles, one smiling and the other holding her hair. Both posters include a QR code, contact information, and promotional text about booking consultations with a beauty expert.
  • A smartphone displaying an Instagram post about skin care, surrounded by four promotional graphics for beauty products and skincare tips.
  • Pink brochure and folded menu with red text for a beauty salon named 'Let Them Talk Beauty.'
  • Beauty salon menu with pink and white background, listing eyebrow, lash, and brow treatments, prices, and descriptions.
  • Color swatches and Pantone mockup cards in various shades of purple and pink, featuring Pantone labels and color codes.
  • A collage of beauty and skincare product advertisements featuring images of women, product bottles, and promotional text in pink and purple tones.

Visual Storytelling

Fresh, female-led storytelling — contemporary visuals that inspire, educate, and empower through beauty and self-care. A relatable tone that position the brand as both influencer and trusted guide.

  • Pink promotional graphic for a Kérastase Blond Absolu gift set giveaway featuring hair care products with purple bottles and flowers.
  • Close-up of a woman with freckles and closed eyes, gently holding her face with both hands, with the text 'Be gentle with yourself, baby' overlaid.
  • Pink promotional poster for Annutri Grow It Hair Supplement showing a brown bottle with capsules and labels tagging spirulina, helps re-grow hair, combats hair loss, promotes healthy and shiny hair, and zinc. Open capsule container with capsules flying out.
  • A person using a jade roller on their face during a skincare routine, with tips on wearing sunscreen, applying moisturizer after cleansing, and massaging the face.
  • Image of three skincare products from Skin Formulas with a reminder message on a pink background. The products include a cleanser, a clear skin treatment, and a mask exfoliator.
  • Advertisement for Kérastase Paris Chroma Absolu hair care products featuring a pink shampoo bottle, serum spray, hair mask, and hair treatment in pink packaging on a pink background with text '#laura loves' and 'swipe to find out why'.
  • A heart shape created with white cream or lotion on a light pink background with the phrase "love your skin" and "you are perfect" written below, and a small pink and red logo that says "Let them talk beauty."
  • A pink gradient background with text explaining how to use epres bond repair treatment for hair. An image of a hand pouring a bottle of epres serum into a white bottle at the bottom left corner.
  • A promotional image for L'Oréal Professionnel Scalp Advanced Anti-Dandruff Shampoo featuring a turquoise bottle with a black cap against a pastel purple and blue background. The bottle has a label with product details in French and English. A pink badge with 'WOW' is attached to the bottle, and the text '#laura loves' is at the top. At the bottom, there's a pink phrase 'Let them talk beauty'.
  • A pink background with red text at the top saying 'Let them talk beauty'. In the center, there are five orange stars and a customer review from Denise Spratt praising skincare and makeup products, with a heart icon below.
  • A promotional image for Kérastase Nutritive Nutri-Supplement Split Ends Serum showing a pink background, product bottle with a dropper, and text highlighting benefits such as instant smoothness, improved shine, and up to 99% stronger hair.
  • A brown glass spray bottle with a black spray nozzle, labeled with benefits such as pure ingredients, hydrating skin, enhancing skin quality, and suitable for all skin types, with overlay text 'Laura loves this product.'

Responsive Design

High performing mobile-first e-commerce with 200+ products, online bookings, and social integration — a seamless bridge between salon, store, and screen. Trusted by top beauty brands.

A pink-themed beauty website homepage featuring products, categories, and customer reviews.

Outcomes

Two screens showing a pink and white skincare products website with various bottles and containers, one in portrait mode and the other in landscape mode.
A collage of social media posts and advertisements for hair and beauty products, including skincare, hair supplements, giveaways, and product promotions.
The image is completely white with no visible objects or details.
Instagram post on a smartphone screen with a pink background and white text that says "Skin Care Secrets To Make Your Skin Healthy."

Seen Enough? Let’s Put It to Work.

Bring us the challenge. We’ll help shape the right next move for your business.

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