In New York City, one can find a nail salon almost as easily as a bodega. But across the Atlantic, in London, the same could not be said -- at least until the early 2000s, according to Charlotte Knight, founder and CEO of Ciaté London, Lottie London and Skin Proud. After noticing the overall void for nail care within the beauty industry in London, Knight, an interior designer turned celebrity nail technician, founded nail-care brand Ciaté in 2009. 
“I wanted to bridge that gap between runway to retail,” and expand the availability of the nail art seen on the runway and in magazines to the public, said Knight on the Glossy Beauty podcast.  
“We have become known as innovators and disruptors in all things -- pigment, innovation and color,” said Knight, who later founded Gen-Z makeup brand Lottie London. “Lottie’s collaboration strategy is all about ’90s nostalgia,” with nostalgic characters like Miss Piggy and My Little Pony. 
“What I love about this Gen-Z community [is that] they have bundles of confidence like never before,” said Knight, who attributes this, in part, to social media. 
Like the company’s Gen-Z consumer, Lottie London and its sister-brand Skin Proud, which launched in April of 2020, have also tapped into TikTok, a factor that may have helped them to “[stand] firm” amid the challenges of the pandemic. In terms of sales channels, the company also expanded into Walmart, which has worked to reach the Gen-Z consumer’s radar.
“Their commitment to social challenges and environmental issues is incredible, [which] is so meaningful to the Gen-Z consumer today,” she said. 
As for the future, Knight pledges to maintain a focus on her current brands, along with new brands that are in the works. “We [the Lottie brand] create product that enables that demographic to unleash their creativity,” she said. “We're going to be using all of our efforts to double down with the three brands that we currently have.”