Behind every bold idea is a team that knows how to make it stick. At York St Brands, our founders blend science, brand strategy and financial rigour to build challenger brands that disrupt categories, connect with customers, and scale at speed.
CEO
Craig is a science-led beauty entrepreneur and graduate of Harvard’s OPM program. Founder of BOOST LAB and York St Brands, he previously built and led ECOYA, Trilogy, and 42BELOW. Known for commercialising innovation, Craig blends product science with brand-building to create globally resonant consumer businesses.
CFO
Bridget has enjoyed a 25+ year career in global law and professional consulting firms. Bridget specialises in detailed financial modelling delivering robust data, reporting and insights to provide certainty on key business metrics including financial position assessment and risk.
Managing director
Rachael is a Forbes 30 Under 30 entrepreneur and brand builder. She co-founded tbh Skincare in 2019 and has since scaled York St Brands’ portfolio, transforming consumer insights into category-defining businesses. She excels at interpreting market and customer trends to drive sales both online and in retail. Her unique approach to brand strategy has positioned tbh Skincare, BOOST LAB & Bouf as trailblazers in the industry.
