Margaret Dabbs, a podiatrist by trade, never set out to premiumise the foot care category, but after many years spent working at her London-based clinic, she spotted an opportunity in the market for fancier footcare.
“I saw a massive gap in the market whereby clients were asking me what they should be using on very cracked, dry skin on their feet, as they said the products available at retailers or pharmacies didn’t work on a treatment level. Plus, they weren’t especially pleasant to use,” she continued.
Dabbs started by mixing up bespoke products for her clients and these were so popular that she scaled up the operation and launched her luxury foot care range.
This was a big success and, as clients at the clinic also continued to ask for her advice on hand care, she then created a hand care range and a leg care range. All three of these ranges were inspired by what Dabbs’ clients were asking her for.
Based on podiatry formulations
Many of the products are based on formulas that Dabbs and her colleagues were using in the clinics.
Dabbs was quick to explain why feet need a whole range of their own to be in good shape. “You shouldn’t use a body product on your feet as skin on your feet is 12 times thicker,” she explained. “The feet are also more exposed to bacteria and fungus from footwear, so these feet products have ingredients that work to be preventative.”
She explained that the foot care range includes a trademarked ingredient “a really unique water, moisture delivery system that makes a water reservoir under the skin to minimise moisture loss.”
Meanwhile, for the leg care range, she worked with phlebologists (medical specialist for the venous system) to create the formula, which includes a trademarked ingredient that helps stimulate circulation and reduce venous decongestion to relieve puffiness and heavy legs.”
Dabbs also explained that the brand has many male customers, which means that when formulating, she steers clear of using any scents that could be considered ‘too feminine’.
Built a category of its own
The brand has a plethora of routes to market, including its own branded clinics, classic retail channels, selling to corporate amenities (businesses or restaurants for example), the travel-retail channel and many luxury spas and hotels around the world.
It has 12 clinics in the UK and is about to open a 13th in Belgravia, London. Although many of the premises are in London, it also has clinics in Cheltenham, Guilford, Glasgow, Cheshire, Harrogate and Yorkshire. Overseas it has clinics in Dubai and Abu Dhabi and enjoys a presence in luxury hotels and spas all over the world.
The brand has carved out a real niche and has essentially built a category of its own. “When I first created the project, not everyone was ready for us,” said Dabbs. “The beauty buyers really embraced us but struggled to know where to put us on display.”
“Magic in a jar”
The brand now has 90 products, across six categories, with all products manufactured in the UK. Although it sells into the EU and the US, it has the same formulations across all countries.
Dabbs’ all-time favourite is the Intensive Hydrating Foot Lotion: the first product she created. “It’s scented with lemon myrtle and leaves you feeling like you’re walking on air,” she said. It’s also the brand’s bestselling item.
Another big seller is its Nail Strengthening Treatment. “It’s a hero for us,” shared Dabbs. “It makes your nails grow like never before”
Other little gems in the range include Foot Hygiene Cream, which she created “for the worst feet in the world”, noting that customers call it “magic in a jar.” Along with Cracked Heel Treatment Balm, which is made with antibacterial oregano oil.
In terms of the upcoming innovation pipeline, Dabbs said the brand will soon launch more products. It’s also branching out into beauty devices and launching a £400 foot spa with a bubble function, LED, massage and reflexology points.
It seems the brand has thought of everything, as it even includes a special wine glass compartment and a water release system underneath to make it easy to empty.