SLG Brands, a leading beauty brand incubator, is thrilled to announce a dynamic new partnership with PS Paul Smith, bringing an exclusive men’s personal care and grooming edit to beauty leader Boots for Autumn/Winter 2025.

Anchored in the PS Paul Smith Happy collection, this debut range was carefully curated and designed by the Paul Smith and SLG Brands British design and development teams.

Every item in the collection is intended to elevate, blending premium self-care essentials with a sense of playfulness, optimism, and British design-led storytelling.

A Collection of 13 Elevated Grooming Edits

The collection features 13 exclusive edits, each meticulously curated, having been informed by social media insights to enhance modern grooming rituals. Designed to be both functional and desirable, the range includes overnight essentials, elevated everyday fragrances, grooming tools, and multiuse self-care products, all created with a refined, minimalist aesthetic that embodies the PS Paul Smith identity.

Boots: A Strategic Retail Partner

The partnership with Boots complements the retailer’s own strategy to elevate its offer through exclusive, innovative and trend-driven offers for today’s beauty narratives, alongside their ongoing investment in an enhanced in-store and omni-channel experience, which has seen the UK retailer report incredible recent results including 14 consecutive quarters of growth.

SLG Brands: A Specialist Partner in Brand Evolution

As an industry leader in beauty and grooming innovation, SLG Brands was appointed as the specialist partner to develop this strategically led collection. Known for its ability to blend consumer insight, design innovation, and retail expertise, SLG has crafted a range that not only aligns with PS Paul Smith’s creative vision but also expands its consumer reach across new channels.

A Thoughtful Approach to Design

The range incorporates sustainable design principles, including reduced plastic usage and responsibly sourced materials, refillable products and second use packaging—reinforcing both SLG Brands and PS Paul Smith’s commitment to sustainability.

Ashley Long, CEO at Paul Smith, says:

“We are very excited to be embarking on this new journey with SLG. We wanted to create a grooming collection that champions quality, functionality, and positivity – values that underpin all Paul Smith products. We are looking forward to connecting with a new PS Paul Smith audience as well as expanding the product offering to our existing customer base”

Lucy Beresford, Managing Director of SLG Brands, added: “Partnering with PS Paul Smith has been an incredibly inspiring journey for our team. We set out, at the beginning of our partnership to bring, what we coined as ‘Joy’dom’ to the category, and we can’t wait for consumers to experience the debut collection.”

Coming Christmas 2025

Set to debut exclusively at Boots, the PS Paul Smith Happy range is poised to make a statement this holiday season, merging iconic British design with contemporary beauty innovation. With a focus on new consumer recruitment, premium storytelling, and a strategic retail footprint, this partnership marks an exciting new chapter for PS Paul Smith, SLG Brands, and Boots.