Last weekend I travelled to Madrid for a very special reason — my first ever business trip as the founder of Just BeYOUtiful and the official relaunch of Twelve Beauty as Twelve Lab. It was a milestone moment for me personally and professionally, and I couldn’t wait to experience the brand’s transformation first‑hand.

Why Twelve Beauty (now Twelve Lab) Means So Much to Me

If you’ve been with Just BeYOUtiful for a while, you already know that Twelve Beauty is one of my all‑time favourite skincare brands. I first discovered it at London Fashion Week, where Twelve sponsored the show I was working on. We were lucky enough to sample their products backstage, and I instantly fell in love with the formulas.Not long after that Twelve Beauty gifted me some of their other products (including our customer favourite "Tint & Glow"!) and I very quickly fell in love with the brand: the brand’s philosophy, its commitment to sensitive skin, and its science‑led approach to clean skincare.

The Science Behind Twelve Lab

Twelve Beauty’s founder, Pedro Catalá, is a pharmacist, botanist and cosmetologist. His work is rooted in scientific research, gentle formulations, and a deep understanding of how to support sensitive and reactive skin. The brand was originally built around 12 core ingredients chosen for their efficacy, purity, and compatibility with delicate skin.

The relaunch to Twelve Lab marks a new chapter. While the brand continues to use high‑quality botanical ingredients, the new name reflects what truly drives the formulations: science, evidence, and performance.

Every product has been reformulated to improve efficacy, enhance textures, and incorporate customer feedback. I didn’t think it was possible to improve on their already incredible formulas — but they’ve done exactly that.

My trip to Madrid did not disappoint. I had the chance to:

• test all the newly reformulated Twelve Lab products

• try products I hadn’t experienced before

• learn more about the science behind the relaunch

• meet the team and hear directly from Pedro Catalá

• bring home a selection of products to begin my 2–8 week trial

I’m already confident that several of these new formulas will be joining the Just BeYOUtiful collection very soon.

This trip was a beautiful reminder of why I started my business — to discover brands that truly care about skin health and to share them with people who need gentle, effective, science‑backed skincare.

Amy xxx