From a Newcastle apartment to a
full-scale manufacturing facility
Hi, we’re Gabby and Will, the founders of Imaginelle.
We started this business mixing our first batches in our apartment in Newcastle East. Today we have our own manufacturing facility and warehouse in Cardiff, and a team of technical experts we’re incredibly proud of. We built Imaginelle to be the manufacturer we wished existed: fast, flexible and genuinely invested in the brands we make for.
how it all started
Imaginelle began in our apartment in Newcastle East in 2016. We were packing products for TJ Maxx, Marshalls and Urban Outfitters in the USA, and every spare pair of hands was put to work. Our family, grandparents included, sat around the table with us filling sachets and packing orders.
Word spread, more brands came to us, and the apartment got very full, very quickly. In 2018 we moved into our first proper premises in Wickham. In 2023 we moved into the facility we’re in today in Cardiff, on Awabakal land in Lake Macquarie, with our own production floor and a large warehouse.
Growing a manufacturing business from scratch taught us exactly what brand owners need, because we’ve been in their shoes. You want someone who picks up the phone, tells you the truth about timelines and cares about your product as much as you do.
Built for the modern beauty brand
Beauty has changed. Brands launch faster, move with trends, sell across channels and need a manufacturer that keeps pace. Traditional contract manufacturing wasn’t built for that, so we built Imaginelle differently.
Speed to market. Lean processes and quick decisions get your product from brief to shelf sooner, without cutting corners.
Room to grow. Production that scales with you, from your first commercial run to national and international volumes.
Innovation on tap. Our chemists keep across new ingredients, formats and trends, from waterless and solid formats to high-performance actives, and bring ideas to the table, not just quotes.
A real partnership. We share timelines, flag risks early and think about your range commercially, like a member of your team.
Products built to sell, not just to exist. We don’t make products for products’ sake. Every formula we develop has to work commercially: the right texture, the right story, the right cost to manufacture, and a reason for customers to come back. We have a track record of partnering with brands that go on to incredible commercial success, thanks to our deep knowledge of the industry, our creativity, and our ability to create products people love and keep buying.
What we believe
Our mission is simple: create better products for the world, guided by your vision. Here’s how we work:
We move quickly. Fast mobilisation and scalable production lines, so you get from idea to market sooner.
We sweat the detail. From first formulation to tech transfers, we protect your brand’s reputation at every stage.
We stay flexible. Your brand will change as it grows, and we change with it.
We tell you the truth. Honest timelines, open communication and no surprises.
Let’s make something together
Whether you’re launching your first product or looking for a new manufacturing partner, we’d love to hear about it. Come and meet the team.
We’re always happy to show you around.
— Gabby and Will