NILA M.: Berkshire founder launches intimate skincare brand with Start Up Loan backing

Background

NILA M. Beauty Limited was founded by Berkshire-based entrepreneur Malin Gustafsson, who set out to create a premium intimate skincare brand designed to empower women and normalise everyday self‑care.

With a background in consumer products and a personal interest in women’s wellness, Malin noticed a gap in the market: many intimate care products felt too harsh for delicate skin or overly clinical in design. She wanted to create something that was both effective and elegant. A product women could carry confidently as part of their daily beauty routine.

“The skincare you use on your body often isn’t designed for your vulva, and using the wrong products can cause irritation or discomfort,” Malin explained. “I wanted to create something women could carry with pride and use with confidence.”

Her first product, individually wrapped intimate wipes, was developed for discreet, on‑the‑go use during busy days, travel, exercise and menstruation.

The Challenge

Like many early‑stage consumer brands, Malin faced the challenge of building awareness and bringing her first product to market. To launch NILA M. successfully, she needed upfront investment to:

• Finalise product development

• Fund initial manufacturing

• Launch the brand publicly

• Cover early marketing and operational costs

Without access to traditional finance, Malin needed a route that would allow her to launch quickly, confidently and sustainably.

The Solution

In 2024, Malin secured a £3,800 Start Up Loan through the British Business Bank’s Start Up Loans programme, delivered by GC Business Finance.

• The funding enabled her to:

• Bring her first product to market

• Launch NILA M. officially

• Invest in early marketing activity

• Cover initial operating costs

Malin said the support was transformative:
“The funding allowed me to get my first product live. But just as importantly, the mentoring gave me the confidence to believe in myself and take this step. That support made a real difference.”

With plans to expand into soothing creams and wash formulas, Malin sees this as just the beginning of NILA M.’s journey.

The Process

With funding and mentoring in place, Malin launched NILA M.’s first product and began building brand awareness across the UK. Her focus included:

• Developing a strong brand identity

• Engaging early customers through social media

• Building relationships with wellness and beauty communities

• Preparing for future product launches

The mentoring support provided through the Start Up Loans programme helped Malin navigate early business decisions and gain confidence as a first‑time founder.

The Results

NILA M. successfully launched its first product, premium intimate wipes designed for delicate skin and has already begun building a loyal customer base.

The brand has also gained early recognition for its mission‑led approach, empowering women to feel fresh, comfortable and confident in their everyday lives.

Malin is now preparing to expand her product range, with soothing creams and wash formulas planned as the next stage of growth.

What This Case Study Shows

Malin’s journey highlights how personal insight, determination and the right financial support can help founders bring meaningful products to market. With Start Up Loan funding and mentoring, NILA M. has transformed a powerful idea into a premium intimate skincare brand with strong growth potential.

Alex Mearns, Head of Start Up Lending at GC Business Finance, said: “Malin is building a brand that challenges outdated perceptions and champions women’s confidence. Through the Start Up Loans programme, we’re proud to support founders who are addressing gaps in the market while creating meaningful impact. Ali and the rest of the GCBF team did a great job supporting Malin on this deal.”