When life threw a curveball at Isobel Perl, she didn’t just catch it, she transformed it into an opportunity. The founder of UK-based PERL Cosmetics faced an unimaginable challenge: a trademark dispute over her own surname forced her to rebrand, clear over £500,000 of stock, and let go of a name that had become synonymous with her identity. Yet, here she stands in 2026, ready to relaunch as Isobel Perl, stronger, wiser and more intentional than ever.
PERL started in 2020 as a £1,000 passion project, born out of necessity during the pandemic. After losing her job, Isobel returned home to her parents with little more than ambition and a drive to feel purposeful again.
“I honestly did not start the brand thinking I was building a seven-figure skincare business,” she recalls. “It was survival at first, not strategy. Every order felt like validation. Every message from a customer saying the product worked gave me momentum.”
Her authenticity resonated with early adopters. “I never positioned myself as an untouchable founder,” she explains. “I was figuring it out in real time and sharing that. Wins, sell-outs, packaging delays, cash flow stress… people saw it all.”
Combined with results-driven products like her Lash and Brow Oil, which sold out eight times, Isobel nurtured a loyal community. Direct DMs, behind-the-scenes glimpses of manufacturing, and loyalty initiatives like Club Perl made customers feel part of her journey too.
But then came the year that tested everything.
2025 became a crucible for Isobel. The trademark dispute forced her to say goodbye to PERL, a brand she had built from scratch over five years. “It was not just a logo. It was memories, milestones, proof of what I’d created. Emotionally, I had to allow myself to grieve it,” she says.
With tens of thousands of units to sell before the December 31st deadline, Isobel turned crisis into action. “I treated it like a launch with a fixed end date rather than a crisis. Daily actions, founder-led content, transparent messaging and then the community rallied. The biggest lesson? Community is your greatest asset in business.”
She emerged with a clearer understanding of resilience. “Resilience is not about being unshakeable. It’s about continuing even when you are shaken. 2025 forced me to tighten operations, understand trademark law, scrutinise contracts and think long term.”
The rebrand to Isobel Perl represents both continuity and evolution “feels more intentional. It bridges founder and formulation in a way PERL did not fully articulate,” she says. Conscious luxury, waterless design, and sensory rituals define the new brand, while the packaging communicates warmth, confidence, and sophistication.
The core principles remain the same: skincare that is kind to skin and mind, concentrated formulations, and a community-focused ethos. “The rebrand allowed me to elevate the aesthetic and messaging while keeping the heart exactly the same,” she notes.
Isobel’s personal philosophy guides every product, that beauty should never come at the expense of wellbeing. That means no prostaglandins, no unnecessary fillers, and waterless, concentrated formulas that are both indulgent and planet conscious.
Looking ahead, she is excited about multi-use, waterless innovations – products that are travel-friendly, luxurious, and most importantly, effective. “We’re only at the beginning of what is possible in this space,” she says.
The difference is that this time the rebrand is more than cosmetic, it’s strategic. “Sometimes the thing that breaks your heart also builds your future,” Isobel reflects. In 2026, she aims for international expansion, retail growth and cultivating long-term customers who embrace both results and ritual.
From a £1,000 survival project to a reimagined luxury skincare brand, Isobel Perl proves that setbacks can become the foundation for an even stronger comeback. In the world of beauty, she is a reminder that resilience, authenticity, and purposeful innovation are just as powerful as any serum or oil that can be picked up from the high street.
