98 Beauty is the architectural approach to beauty
Founded by Lorna Andrews & co-created by her team, the innovative brand is inspired by The Ghost House.
Each formula is built with intention and inspired by the demands of Lorna’s fast paced life.
Nothing is arbitrary.
Everything serves a purpose.
This is beauty with depth. With edge.
With feeling. A reflection of who you are,
not who you’re told to be.
TEAM 98 BEAUTY
CHARLIE HERMAN
Co-Founder, №98 Beauty
Charlie Herman has worked for several years as an illustrator, being an artist in residence for brands such as Mont Blanc, Tiffany & Co and Soho House.
In parallel to this, built an agency called Leap Management incorporating social media, talent management, content creation and branding - nurturing talent and creativity.
He’s also been appointed as Creative Director for Remy Cointreau and Lady A.
Charlie consults at the seeding phases for brands to implement strategies with talent and creativity in the beauty and wellness arena, most recently Gillian Anderson’s brand, G-Spot.
Charlie also owns other brands with Lorna - GHOST by Lady A & LA-Space lifestyle.
BRENDAN HEGARTY
Co-Founder, №98 Beauty
Brendan began working in the family business, Salon Services, from the age of 12, learning the craft, precision and detail behind creating results people can see and feel.
Salon Services grew to over 70 branches across the UK and Europe until it was sold to Sally Beauty, while the family retained the manufacturing business.
At 19, Brendan moved into hospitality, opening more than 20 restaurants, bars and nightclubs, building expertise in customer experience, operations and brand building.
In 2015, he returned to beauty as Co-Founder of Tan-Luxe, Isle of Paradise and Tanologist – self-tan brands that went on to become household names.
He has since partnered with private-label brands, consulting at launch stage and supporting growth with strategy, innovation and insight.
With 98 Beauty, Brendan set out to create a brand where every element is intentional – from formula to finish, with the debut collection of Shampoo, Conditioner and Hair Masque bringing this vision to life.
RYAN SMITH GARDNER
Co-Founder, №98 Beauty
Ryan began his career in the family business, Salon Services, gaining hands-on experience in the wholesale hair and beauty sector.
Immersed in haircare and professional products from an early age, he developed a practical understanding of the industry and the essentials beauty professionals rely on every day.
After the family business was sold in 2008, Ryan moved into product manufacturing and development, building expertise in innovation, operational logistics and bringing commercially viable yet exciting products to market.
In 2017, he became a shareholder in Tan-Luxe, Isle of Paradise and Tanologist, contributing to product and packaging development for global retailers including Boots, Sephora and ULTA.
This period reinforced his belief in the power of purposeful, performance-led beauty with a luxury edge.
With 98 Beauty, Ryan set out to build a brand defined by intention, where every detail is considered.
The debut collection, Shampoo, Conditioner and Hair Masque - reflects this approach, balancing precision, innovation and care to create products that perform as beautifully as they look.
LAUREN MURDOCH-SMITH
Head of Editorial
Lauren Murdoch-Smith has over 20 years in the beauty and wellness industry, spending a decade as Beauty Editor at British Vogue working across both the print and digital platforms covering beauty, health, wellness and lifestyle.
Lauren has also worked at other titles including Grazia, Marie Claire and most recently, Beauty & Wellness Director at Wardrobe Icons, where she has honed her skills across trends, storytelling and shaping luxury content.
As a freelance writer and consultant with work featured in The Telegraph, Vogue Australia and The Modems, Lauren also works with brands across commercial opportunities and industry insights.
Lauren brings her editorial storytelling to 98 pages, bringing 98 Beauty to life through words.
Rooted in the duality of structure and sensuality, we create transformative rituals designed to reveal - not conceal - the light, form and beauty within.
Lorna didn’t want ten different products or a complicated routine. As she puts it:
"I’m time poor. I haven’t got the hours to faff about with loads of different masks and treatments. I just wanted one thing that does it all and actually works”
This practical mindset, that’s deep set in Lorna’s DNA is at the core of 98 BEAUTY.
Everything started at The Ghost House, Lorna’s striking, sculptural home nestled in the countryside.
It was there that she developed her entrepreneurial spirit - and found the headspace to continue to develop her vision for lifestyle products that pack a punch, whilst being effortlessly stylish and inspired by the demands of her fast paced life - creating beauty products she actually wanted to use.