Maidenhead-based beauty brand, ALIANAz, is helping transform the personal care industry with a new product that cuts plastic waste and CO₂ emissions. Its innovative approach is setting new standards for sustainability and accessibility in a market long dominated by single-use plastics and one-size-fits-all products. With tailored business growth support from Innovate UK, the company has secured around £350,000 in public funding, increased its turnover by 56% between 2022 and 2024, and created five new jobs.
ALIANAz’s dissolvable powder formulations – sold in plastic-free sachets and rehydrated by consumers in refillable bottles – are designed to perform just as effectively as traditional liquid products. The company is launching a range of sustainable skincare and haircare products, each developed to reduce environmental impact while delivering high-performance results. The company‘s innovation aligns with the UK’s Net Zero targets, reduces costs for consumers, and promotes inclusion by offering tailored products for a wider range of hair types.
Natali Georgieva, Co-founder and Marketing Director of ALIANAz, says: “We want to change the narrative in personal care – making it possible to choose products that are good for the planet and accessible to everyone. Our new product is practical, inclusive and sustainable – without compromising on quality or experience.”
Tailored innovation support fuels scale-up and intellectual property (IP) protection
ALIANAz began working with Innovate UK Business Growth in November 2022, during its early-stage development. The company was still building its product portfolio and was looking into support available to innovation-led businesses. Through a bespoke action plan developed with Innovation and Growth Specialist, Lou Williams, ALIANAz was supported to develop the best strategy and identify the right resources aligned to its commercial goals.
This included recommending an Innovate UK Grant, which it secured to invest in critical research and development (R&D), validate its sustainable product range and move towards commercialisation. ALIANAz also completed an IP audit through the IP Advance scheme – an initiative available through Innovate UK Business Growth and delivered by Intellectual Property Office (IPO) – deepening its understanding of how to protect and commercialise its intellectual property.
Natali explains: “Innovate UK Business Growth gave us the tools to grow with confidence. The funding allowed us to push forward with critical research and product development and scale our operations without compromising on quality.”
Since receiving support, the company has built its R&D Innovation Centre in Maidenhead and grown from three to eight employees. Turnover has increased from £51,000 in 2020 to £642,000 in 2023 – reflecting strong commercial traction.
International research shapes global market approach
Innovate UK Business Growth support also enabled ALIANAz to take its innovation global. Through the Global Explorers programme – delivered by Innovate UK Business Growth – the company visited multiple US states to conduct consumer research, gain market insights and connect with regulatory experts, labs and manufacturers.
The insights gathered on this visit proved invaluable. ALIANAz discovered and adopted new packaging technologies, gained a clearer understanding of US certification standards and validated its product with real users – directly influencing the final commercial product.
“The Global Explorers programme allowed us to validate our products, improve our packaging and build the knowledge and connections needed to approach the US market with confidence.”
The company also gained visibility in Europe, receiving an invitation to exhibit at a major trade show in Poland. These experiences have laid the groundwork for future international growth and positioned ALIANAz within a global conversation on sustainable beauty.
Leading the beauty transition towards Net Zero
By replacing plastic-heavy packaging and water-laden formulations with a refillable powder format, ALIANAz is enabling consumers to reduce household waste while lowering their carbon footprint. The company’s inclusive ethos also extends to its team – 83% of its employees are women and over 67% come from minority backgrounds – reinforcing its commitment to social as well as environmental sustainability.
Natali concludes: “Innovate UK Business Growth support has been very much needed for us. With expert guidance from Lou, we secured key grants that enabled us to invest in R&D, protect our IP and explore the US market.
“Since joining the support service, we’ve built our Innovation Centre, launched new roles and are preparing to bring our product to market. Innovate UK Business Growth helped make that possible.”
With strong momentum in the UK market and a high-profile launch campaign planned for January 2026, ALIANAz is scaling its impact and setting new benchmarks in clean, inclusive innovation.
Innovate UK Business Growth gave us the tools to grow with confidence. The funding allowed us to push forward with critical research and product development and scale our operations without compromising on quality.
Natali Georgieva, Co-founder and Marketing Director of ALIANAz