Medicity Tenant MAD Brands Launch Intimate Care Range In Boots Stores Across The UK

18 March 2015

Health and beauty company MAD Brands, based in MediCity, has created a range of intimate care products under the new SASS label. The range went on sale from 9th March in Boots UK’s ‘Latest Finds & Healthcare’ aisles rather than through the pharmacist, a development MAD expect will help break the taboo around the topic and treatment of feminine hygiene. MAD Brands is one of thirty small and growing companies based in MediCity, and the first tenant to work with Boots UK in this way.

In addition to the SASS ‘Rescue Me’ Intimate pH Balance Serum which relieves the misery and discomfort of conditions such as thrush and Bacterial Vaginosis (BV), the range includes cleansers, moisturisers, shaving gels, post-shave skin concentrate, pre and post-workout moisturisers and barrier creams. The sleek and discreet packaging has been designed to stand up against the most upmarket skin creams and cleaners, and to encourage younger women to incorporate an intimate care regime into their daily routine.

Former Boots UK Senior Commercial Manager and founder of MAD Brands Mark Curry, has applied his experience in consumer health and beauty and experience in traditional FMCG business Mars to his new venture.

“We work hard to put the consumer at the centre of everything, and then challenge not only what types of products fit but also the way products are manufactured, presented and sold.  Three quarters of women say they hate the current outdated and unfashionable feminine hygiene products and feel embarrassed to approach the pharmacist for advice. Through the SASS range we are helping to normalise the subject so that women feel as confident and comfortable buying these intimate care products as they do their skin, hair or nail care.”

MediCity, the innovation hub for health, beauty and wellbeing on the Boots UK site in Nottingham, has helped the MAD Brands team during product development and in discussions with retailer Boots UK. Support has involved providing office space as well as start-up business advice through the Next Business Generation programme MediCity is a collaboration between Boots UK, a member of Walgreens Boots Alliance, and BioCity, the UK’s leading life sciences incubation business, and exists to accelerate new business development and growth in a supportive environment. Support for the early stage businesses like MAD Brands based at MediCity is part-funded by the European Regional Development Fund (ERDF).

Managing director of MediCity David Browning says: “The commercial partnership between MAD Brands and Boots UK is a great example of what we hope to replicate many times over through MediCity. Mark and his small team have shown a detailed knowledge of the target market as well as their creative flair, and should be very pleased with the result.”

Since its opening, MediCity has attracted entrepreneurs from around the UK and hosted major conferences for leading healthcare charities such as Arthritis Research UK.  Encouraging collaboration between companies and with Boots UK Innovation is a central feature of MediCity’s vision to become the global leader in health, beauty and wellbeing innovation.

Image: Mark Curry with SASS range of products.