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Copra Community Blog - Nicky Valentine

Please introduce yourself

Nicky Valentine, Managing Director of Orange Square. (Instagram @orangesquarecompany)

The niche fragrance distribution specialist growing brands in the UK including Creed, Maison Francis Kurkdjian, Maison Crivelli, Mizensir, Juliette has a Gun and Caron.

What is your favourite aspect of working within the beauty industry?

I love the beauty industry because it is commercial and fast paced, as well as being creative, innovative and firmly rooted in brand storytelling - ultimately the sector supports customers to feel better about themselves. The beauty industry also attracts many talented and genuinely lovely people.

The beauty industry has been going through some incredible changes throughout the past couple of years. What are the most exciting opportunities for someone looking to start a career in the beauty industry?

The beauty industry is becoming more enabled by technology, both in selling directly and informing the customer about what is available to purchase. This will continue to create more excitement in physical retail and continued opportunities for newcomers outside of previously well-trodden career paths. I think in the future we will see continued digital innovation more generally as well as the changes the industry will make with the growing importance of environmental impact. The way customers discover new brands is constantly evolving and this provides opportunities for creative story tellers. A great way to start in the industry still remains on the shop floor – skills learned here around consumer understanding will be useful in all future beauty career roles.

What’s your key beauty tip/quote?

A lot of the fragrance brands that we work with have roots in Paris, and I agree with Audrey Hepburn who famously said “Paris is always a good idea” but the quote I love specifically about perfume is that “Perfume is the key to our memories” Kate Lord Brown, author of the book “The Perfume Garden”.

How is Copra important to you?

Copra supports the beauty industry with great networking opportunities, important award and recognition programs and particularly pertinent to me is that I feel proud of all the work COPRA does to support the Look good feel Better, cancer charity which my late mother benefited from over a decade ago, before she died aged 65.


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