Common questions
Frequently asked questions
The questions founders ask us most often, answered straight.
What founders ask
What is THE90®?
THE90® is our 90-day sprint and the usual starting point for working with us. It gives a brand the clarity most founders never get the time to sit down and find. One focused quarter, one commercial priority, and a plan that is actually being delivered rather than written up and handed over.
What happens when the 90 days are up?
Most clients move onto an ongoing retainer so the momentum does not stall once the sprint ends. The systems, processes and capabilities built during THE90® stay embedded in the business either way.
Which brands do you work with?
Beauty, wellness, luxury and aesthetics brands, from ambitious founder-led businesses to established scale-ups. What they have in common is real momentum, where growth has started to outrun the structure underneath it.
What are the three pillars you work across?
Brand strategy, commercial architecture and operational excellence. The brands who come to us usually have one or two of these working, never all three at once, and that is normally where the growth is being lost.
How is this different from a traditional consultancy?
We do not hand over a report and disappear. Senior people work inside your team on delivery, so you get exceptional commercial expertise without the overhead of a large agency or the commitment of a full-time hire.
Do you advise, or do you actually deliver?
Both, and the delivery is the point. We work alongside your team on the priority initiatives, track results in real time, and course-correct as we go rather than waiting until the end to find out whether it worked.
How quickly will we see an impact?
We build early wins into the first weeks deliberately, so there is momentum from day one rather than a long diagnostic phase. Progress is measured against commercial outcomes, not activity.
Can we work with you on just one area?
Yes. Each of our services can run on its own if you have a specific gap. THE90® is the option to choose when you want the whole picture interrogated properly.
Do you replace our in-house team?
No. We work alongside the people you already have, and a large part of what we do is making that team more effective and leaving capability behind when we finish.
How do we get started?
A conversation. Tell us where you are heading and what is getting in the way, and we will tell you honestly whether we are the right people to help.
Is every THE90® the same?
No. The scope is customised for each client after the initial calls, so the sprint is built around your priority rather than run off a fixed template.
How do you report progress during THE90®?
Two formal review points are built into every sprint. One midway, showing performance so far. One at the end, with recommended next steps. Nothing waits until the final week to surface.
Does THE90® include paid media?
No. As soon as there is media spend involved, Digital & Marketing Precision runs as its own workstream rather than being folded into the sprint.
Can you work inside our business day to day?
Yes. Operational Excellence flexes to what the business needs, and in some engagements that means genuinely embedding for the period and working inside the company day to day. That model tends to suit clinic and wellness clients in particular.
What does it cost?
We work on a discovery basis, so cost enters the conversation once we understand your situation and what the work actually needs. There is no standard package to quote from, because there is rarely a standard problem.
Which markets or countries do you work in?
We're a London-based consultancy, working with clients across the UK and Europe, including Italy and Germany, as well as the US and Canada.
Do you work with pre-launch brands, or only businesses already trading?
Both. Some clients come to us pre-launch to get the commercial foundations right from day one, others are already trading and need to fix what's not working.
What size of business suits you best?
No fixed size. We work with businesses at every stage, from early-stage ideas that need a go-to-market plan, to established brands ready to scale.
Do you ever work outside beauty, wellness and luxury?
Occasionally, for brands with a similar commercial profile, premium positioning, direct-to-consumer or retail-led, even outside the core categories. But beauty, wellness and luxury is where the deepest expertise sits.
How many clients do you take on at once?
We work with a select number of clients at any time, by design, so each one gets direct attention rather than being one of many.
What happens if an engagement needs to pause or stop?
Either party can end the engagement with 30 days' written notice. It's a simple, fair mechanism, no one's locked into something that isn't working, and any work already delivered is accounted for.
Do you sign NDAs?
Yes. Confidentiality is standard practice, and we're happy to work to your own NDA if you'd prefer.
Who does a client actually work with day to day?
You work directly with Kirsty. Specialists are brought in only where needed, never as a substitute for that direct relationship.
Can you work alongside a brand's existing agency?
Yes. We're used to working alongside existing agencies and specialists, bringing the commercial structure that ties their work together.
What do you need from a client to get started?
We start with a discovery call to align on the plan, then build and sign the scope of work together. From there, access to your data and a clear decision-maker keeps things moving.
How do you measure whether it worked?
Success looks different for every engagement, growth, profitability, operational readiness, or a sharper commercial position, but it's always agreed and defined at the start, not measured after the fact.