Penelope’s first venture, Beauty Works was created in 2010 from a standing start and is now one of Europe’s biggest hair extension retailers, with a true global presence. The multi-award winning brand has produced ranges for and worked with some of the biggest names in the industry. With awards including OK Beauty Awards, Marie Claire and being recognised as the leader in hair a category constantly year on year from the Hair Awards since 2013 - 2018.
Servicing a network of over 4,000 salons as well as its own rapidly growing online retail presence, the company has invested heavily in IT infrastructure and order fulfilment facilities, operating from its UK distribution centre.
Thanks to the vast amount of industry contacts, blogger relationships and celebrity associates and its robust distribution network, Beauty Cutie was born.