Supplier Overview

Jonathan Convery previously founded Linked Up Alarms and reports approximately £13m first-year turnover for that earlier business. He created its brand and website and ran paid advertising. That is prior ecommerce and brand execution experience — not Edit Theory revenue or proof for this serum.

Edit Theory began with a personal discovery. After Jonathan’s wife had a positive experience with another lash serum, we started exploring how we could create a lash-care brand of our own. Jonathan’s wife and daughter bring their enthusiasm for beauty and help shape the brand, while Jonathan brings experience in ecommerce, branding and digital marketing.

Primary audience: women aged 18–35 seeking premium lash-and-brow care as an everyday ritual. Presentation is approachable and considered rather than clinical or flashy. No customer testimonials or result imagery are used in this preview.

Slim tube with fine-tip wand applicator; forest green / sage / pink palette. Pack shots on this site are concept packaging. Final volume, materials, applicator and labelling will be confirmed with our manufacturing partner.

Premium lash-and-brow positioning under the working title Edit Theory. Offer presentation: Single £29.99 / Duo £49.99 (two bottles of the same serum). Prices are illustrative.

Desired route: UK private-label partnership with potential modest customisation. No supplier is confirmed yet.

Development targets (require supplier confirmation — not verified contents):

• Prostaglandin-free
• Peptide-based
• Easy daily use

Exact composition, concentrations, directions and any claims remain subject to the selected formula and evidence.

• Formula options aligned to the prostaglandin-free and peptide-based development targets
• Performance evidence available for candidate formulas
• Packaging capabilities (tube, carton, applicator)
• Minimum order quantities and lead times
• Manufacturing origin labelling

• No finished INCI, volume, or clinical statistics
• No UK-made claim until origin is confirmed
• No certifications asserted
• No sales forecasts, funding commitments or retailer relationships stated as confirmed
• No superiority claims versus other brands
• No result timelines or testing claims for Edit Theory
• Orders are not available in this brand preview