From humble beginnings in Shropshire to a Royal Warrant and a global customer base, Deborah Mitchell’s Heaven Skincare has redefined what it means to be natural, ethical, and effective in the beauty industry. As the brand marks its 30th anniversary, we caught up with Deborah to reflect on her journey, innovations, and what’s next.
Deborah, congratulations on receiving the Royal Warrant – an extraordinary honour that recognises your dedication over nearly 30 years. What does this recognition mean to you personally, and to Heaven Skincare as a brand?
It really is something dreams are made of. Me and the entire Heaven Skincare team are so proud of this special honour, and it means so many things, on so many levels.
Of course, receiving the warrant for the brand speaks volumes. Essentially, it’s the seal of approval that our products and treatments are what they say they are, and are used by the people who, for so long, have been a topic of conversation.
But more so than that, it really captures the hard work and dedication we put into our products and customers and have been doing, for 30 years.
In August, we mark the official 30th birthday of the brand, and it feels like only yesterday, I started it. There have been so many incredible moments throughout the decades, but being able to see the Royal Warrant in situ and rolling out onto all our new and existing products is really up there.
From starting your business in a converted disabled toilet with just £10, to treating royalty and celebrities, your story is incredibly inspiring. Can you take us back to those early days in Shropshire and the vision that kept you going?
I think the word vision is so important. If I didn’t have a vision of where I wanted to be, I’d likely not have got to where I am. I’m a huge believer in manifestation, and I really manifested the future of Heaven Skincare from day dot.
When I started the business, we didn’t have access to a lot of the tools we have today, for example, social media. So, a lot back in the day was down to being proactive, working tirelessly and building relationships with people in person, including customers.
Real word of mouth pushed the brand forward. I think the response from my early customers who really backed our natural products and saw the incredible results gave me the motivation to pursue the vision, too.
Heaven Skincare has gained cult status thanks in part to your revolutionary use of ingredients like bee venom and your patented ABEETOXIN formula. What inspired you to push the boundaries of natural skincare in such bold ways?
I’ve always been a believer in natural beauty. Beauty that should help people look natural, but that is also inherently organic. My product creation journey all really started from my garden and kitchen table.
Finding inspiration around things I genuinely love helps product creation and innovation not feel like work. I often find myself coming back to my garden to help develop products.
Most recently, I created a Nettle Venom range and patented NETTATOXIN, which is a vegan range and formula modelled on my world famous Nettle Venom range and ABEETOXIN formula – this was all really because of my love of gardening that I looked at Nettles in more detail to understand their properties and how I could use them to find an innovative solution to people’s skincare dilemmas.
It’s said that The Queen was the first to try your Bee Venom Mask. Can you tell us more about how your relationship with the Royal Family began, and how it influenced your approach to luxury skincare?
I hold my relationships with all my clients dear to my heart and do not like to comment on individuals, but it’s public knowledge Her Majesty is a client of mine, and now with the Royal Warrant, people are able to see the value of my and Heaven Skincare’s work and products.
You’ve openly spoken about your own struggles with acne in your youth. How did those personal experiences shape the ethos and formulas behind your products?
My own experience really drove my desire to find skincare and treatment solutions for common problems.
A lot of what was on the market was highly manufactured with cheap ingredients that really, don’t work, and 9 times out of 10, were tested on poor animals! My goal has always been to deliver the highest quality, natural, cruelty-free products that I can make. But more importantly than that, that work!
We pride ourselves on putting customers first and offering result-driven products/treatments. We will continue to do so. It’s at our core.
Staying independently owned while running an internationally recognised skincare brand is no small feat. What have been your proudest moments, and what challenges have tested you the most over the years?
Running a brand is not easy. Nowadays, on social media, people make it look like it’s as easy as putting together a DIY build with instructions. In the 30 years I’ve been running the brand, there have been so many twists and turns, ups and downs, but luckily, many more ups than downs.
We’ve had many offers from people and corporations to invest in and buy the brand, but I feel there’s something special about being an independently owned and family-run entity.
Talking of family, one of my proudest moments is my daughter, Ella, who now works with me running the brand. It’s been really special to have her by my side on the journey, and particularly as we embark on a new era of Heaven. We complement each other so well and have differing strengths, which shows with the successful incline of the business.
Also, launching our Collagen Range, in particular our Collagen Drops, was a proud moment. Years in the making, we launched a collagen supplement like no other on the market. One that can be both topically used as well as ingested for maximum results. The feedback we’ve had from clients who have seen so many health benefits as well as re-generation of skin as well as growth of hair, and nails is amazing.
Your daughter Ella has joined you in the business, bringing a fresh perspective and helping the brand navigate the digital age. What is the dynamic like between you two, and how do you balance heritage with innovation?
As I mentioned earlier, it’s been a really proud moment for Ella to fully join the team. Our multi-generational fusion adds so much insight into the brand, and I feel gives us a real edge over other skincare brands.
Ella sees things I don’t always see, and the other way round too. Ella is socially savvy and very digitally minded, but appreciates traditional routes and, like me, sees value in building community and putting customers at the heart.
It’s great when an idea is born, and we nurture and activate it together with the wider team.
As someone who’s worked closely with both A-list clients and the Royal Household, how do you ensure Heaven Skincare continues to feel both exclusive and accessible in today’s fast-paced beauty market?
Although I’m so grateful for my high-profile clients, they make up a very small number of our entire customer base.
For us, it’s about giving as many people as possible the opportunity to access premium skincare and treatments at a fair price. We work as hard as possible to develop products that include the highest quality ingredients, are natural and cruelty-free free but that are fairly priced. It’s a task, given everything is made in Britain and not outsourced internationally, but we do that by offering a lot of our products in different sizes, meaning no matter what you have, you should always be able to obtain a slice of Heaven.
In regard to exclusivity, we sell all our products currently, direct to consumer on our website www.heavenskincare.com and are not in retailers. We also have some products that have a limited number produced each year, like our Bee Venom.
You’ve long championed organic formulations, recyclable packaging, and fragrance-free products. With sustainability now a core focus across beauty, how do you see the industry evolving, and where does Heaven fit into that future?
It’s crazy to me that brands are only just catching on and in some cases, starting. Since the inception of the brand, I’ve always been eco-conscious. Of course, back in the day, it was a lot harder to find environmentally friendly solutions, but I always strived to find the best components that would do as little harm to the world as possible.
The industry and complementing industries, i.e. packaging, logistics etc, have all come a very long way, so it’s great there are so many options now out there we can consider.
Our sustainability policy is always something we’re reviewing, especially when innovating products. Although we do pretty well in that regard, we’re always striving to be the best we can be. We have a responsibility to do so.
Heaven Skincare turns 30 this year – a huge milestone. What’s next for you and the brand? Are there any new innovations or ambitions on the horizon you’re excited to share?
So many exciting things are ahead for Heaven Skincare. A lot of what’s to come is top secret; however, we are launching a brand new, full-spectrum SPF moisturiser soon, which is another true industry innovation and already has a substantial waitlist.