Matthew Oxley
Founder & CEO @My White Secret
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WORK HISTORY
Founder & CEO @My White Secret
I built My White Secret to shake up the oral care space — with cleaner ingredients, stylish branding, and sustainability at the core. From launching the UK’s first toothpaste tablets at Holland & Barrett to rolling out across Europe, this brand has opened major retail doors.Key Wins: • 🦷 Launched the first-ever toothpaste tablets & biodegradable dental floss into Holland & Barrett • Now stocked in 800 UK stores and 300 stores in Belgium • Landed in top global retailers and marketplaces: • ASOS • Primark UK & Europe (exclusive whitening strips) • Boots • Superdrug • Zalando • Notino • BOL • Nocibé (France) • Partnered with DCS Group to power Primark distribution at scale • Developed a full oral care line focused on eco-friendly packaging, vegan formulas, and clean design • Positioned the brand to appeal to fashion-forward, conscious consumers shopping both in-store and onlineI oversee brand direction, product innovation, retail strategy, and partnerships — always pushing for category-first launches and growth through sustainability.
SKILLS
ABOUT MATTHEW OXLEY
I’m a creative brand builder with a sharp eye for trends and a love for fast execution. I’ve founded two beauty brands — Breakout + Aid and My White Secret — and scaled them into 1,500+ retail stores across the UK and Europe.From spotting gaps in the market to launching exclusive products, I move quickly and make things happen — whether it’s product development, packaging, or retail partnerships.Highlights: • Launched into Boots, Holland & Barrett, Superdrug, Primark, DM, Douglas, ASOS, Zalando, and more. • 🦷 Created the first-ever toothpaste tablets at Holland & Barrett • Built two brands stocked in over + stores including 800+ H&B UK + 300 Belgium • Cut logistics costs by 50% with smart operations & relocation strategy • Built a strong team so the business can run without meI’m all about: • Spotting trends early and moving fast • Creating products people love to use and share • Building brands that stand out in-store and online • Working lean and scaling smartAlways open to connecting with people in retail, distribution, or brand partnerships — or anyone building something great.
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