London · For founder-led fragrance brands
Leto
Brands
Bringing exceptional fragrance brands to life in the United Kingdom.
A consultancy for fragrance houses entering and growing within the UK — retail partnerships, commercial representation and strategic support, without the weight of traditional distribution.
Start the conversationAbout
We partner with founder-led brands to build a considered UK presence.
Leto Brands is a consultancy dedicated to helping fragrance brands launch, grow and scale within the UK market through retail partnerships, commercial representation and strategic support.
We develop bespoke market entry strategies, secure the right retail partnerships and drive long-term commercial growth — always with the brand's positioning held intact.
Founder
Christina
Michaelides
For over 15 years I have worked within the beauty and fragrance industry, helping brands establish meaningful retail partnerships and achieve sustainable commercial growth in the UK.
Over the last 8 years I have specialised in niche fragrance, developing strong relationships across the UK's leading department stores, specialist perfumeries and key industry partners.
Through Leto Brands I work directly with founder-led brands to provide strategic guidance, commercial representation and retail development support.
15+
Years in fragrance
8+
Years in niche
Retail experience
Longstanding relationships with the rooms that matter.
Selected retail relationships & experience — retailers shown reflect the founder's professional relationships and experience across the UK market.
- Harrods
- Liberty
- Selfridges
- Fortnum & Mason
- Harvey Nichols
- Bloom
- Jovoy
Through these relationships we help brands secure the right retail partnerships for sustainable growth.
Selected partners
Fragrance houses represented by Leto Brands.
What we do
End-to-end support for sustainable UK growth.
- 01
Market Entry Strategy
Tailored strategy and go-to-market planning built around your brand's stage and ambition.
- 02
Retail Partnership Development
Access to the right retailers and buyers across department stores, perfumeries and independents.
- 03
Commercial Representation
Acting as your UK commercial representative, in the room and on your behalf.
- 04
Brand Positioning & Storytelling
Crafting the narrative that resonates with UK buyers and the customer behind them.
- 05
Sales & Growth Management
Driving performance, protecting positioning and maximising every opportunity.
Partnership options
Flexible models, shaped to your ambition.
01
Sales Representation
Success-based commission
For brands seeking targeted UK retail introductions and commercial representation on a success-led basis.
- —Targeted retail introductions
- —Buyer presentations & negotiation
- —New account onboarding
02
Sales Representation Plus
Monthly retainer + performance commission
For brands seeking proactive, ongoing UK representation with dedicated focus on growing their retail network.
- —Active retail prospecting
- —Ongoing buyer & account management
- —Regular sales development & follow-up
03
Strategic Growth Partner
Monthly retainer + performance commission
For brands seeking a dedicated UK commercial partner, combining representation with strategic market development.
- —UK market & retail strategy
- —Forecasting & growth planning
- —Ongoing commercial consultancy
Partnership structures are tailored to each brand's ambitions, stage of growth and route to market. Full commercial details available on request.
Discuss a partnership →Why Leto
Curated with intention. Presented with elegance.
A flexible alternative to traditional distribution
Access to established UK retail relationships
15+ years in beauty & fragrance
8+ years specialising in niche fragrance
Proven experience launching and developing niche fragrance brands
Tailored support without distributor overheads
Let's connect
Considering
the UK?
If you are considering the UK market, or looking for the right partner to grow your brand, let's start the conversation.
Based
London, UK
