Joshua Small, Founder, Veil SPF Ltd

I’m Joshua Small. I’ve spent over a decade building consumer brands. Now I’m building my own.

Veil is a mineral sunscreen brand built around chitosan, a biopolymer derived from mushroom waste. It launches in 2027.

Before Veil, I spent fifteen years inside consumer businesses – brand, commercial strategy, creative direction, DTC and team leadership – across the UK, US and Australia.

I’ve held senior in-house roles at HIPPEAS, Project Blank, Seven Miles Coffee Roasters, Extract Coffee Roasters and fu:di. The work was always the same underneath: taking a strong product and a real culture, and making the commercial reality match the brand on the surface.

Veil is the first brand I’ve founded directly. It’s everything that decade taught me, applied to a category that hasn’t earned the trust it asks for.

For more information about Veil, drop me an email at hello@joshuasmall.co.uk

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