The MOB & KO Reset: What’s Changed and Why

If you’re reading this, you’ve probably already noticed that MOB & KO looks a little different.

Actually, quite a lot different.

Welcome to the reset era.

Maybe the reset was more psychological for me than anybody else. The brand, the way it looked and the way I was running it, just wasn’t resonating with me anymore. I knew I needed a change.

I say “quickly”, but we’ve actually been working on this behind the scenes for months. We’ve got a completely new website, MOB Pro coming, new packaging on the way and lots more in development.

The reality of being a small business is that these things take time, and they take money, so we’re making changes as and when we can. The reset isn’t one big overnight transformation. It’s the beginning of where I want to take MOB & KO.

Making MOB & KO feel like mine

I think one of the biggest battles with taking over an existing brand rather than building one from scratch has been in my own head.

I spent a lot of time second guessing whether changes were what the existing audience wanted to see, instead of giving myself permission to build my own audience too.

There’s also quite a significant age difference between Molly, the original owner, and me. When I first took over, I don’t think I appreciated how much that would naturally influence the brand over time.

We’re at different stages of our lives, with different tastes, influences and ways of communicating, and gradually I started to realise that the brand I was trying so hard to preserve didn’t always feel like a reflection of me.

It’s taken me nearly two and a half years to really feel comfortable putting my own stamp on MOB & KO.

I wanted to be respectful of the brand’s history and make sure existing customers still recognised the brand they knew and loved, but looking back, I probably held onto that so tightly that, without realising it, I was sometimes holding the brand back too.

Now I finally feel like I’m stepping into a completely new era of MOB & KO, and I’m genuinely so excited about where it’s going.

So, what do I want MOB & KO to feel like now?

Elevated. Premium. Considered.

I want the way MOB & KO looks to reflect the quality of the products you’re actually receiving, while still keeping our price point accessible.

I also want people to feel like they’re part of something.

That sense of community has always been at the heart of MOB & KO, and it’s really important to me that we never lose it.

Previously, the brand had a very quirky, fun personality. I still want that fun because that’s part of us, but now with a slightly more polished, classy edge.

Basically, we’ve grown up a little without becoming boring.

What’s actually changing?

The whole shopping experience is becoming much more considered from start to finish.

Everything has been thought about more carefully, from the new website, colours and photography to our upcoming packaging and loyalty platform.

There’s also going to be a much bigger focus on education.

I want to help people understand our products, how to use them, which tools are right for them and how to get the best out of their makeup, rather than simply putting products in front of people and expecting them to know.

And probably one of the biggest changes is that you’ll be seeing a lot more of me.

I want to be a much more active Brand Director, showing the reality of what goes on behind MOB & KO and bringing you along for the journey.

What isn’t changing?

The fundamentals of MOB & KO.

The products are still the same high-quality tools our customers already know and love.

This reset isn’t about changing things for the sake of it. It’s about making sure the brand surrounding the products finally reflects the quality of what’s already there.

We’re also not losing the community, personality or fun that have always been at the heart of MOB & KO.

I want to evolve the brand without stripping away the things that made people connect with it in the first place.

So while the look, experience and direction are becoming more elevated, the core of MOB & KO stays exactly where it should be: great products, real people and a community that feels included.

What do I hope our existing customers think?

I hope existing customers still recognise the MOB & KO they’ve always loved, but feel like it’s grown up with them.

The products, quality and community are still very much the same, but everything around them feels more considered, more elevated and more reflective of where the brand is heading.

I want it to feel exciting, not unfamiliar.

What am I most excited about?

Honestly, finally feeling fully aligned with my brand.

Potentially for the first time since taking over MOB & KO, it feels like the way it looks, sounds and is evolving actually reflects me and the direction I want to take it in.

That alignment feels really exciting because it makes everything else feel clearer too.

And what do I want the next 12 months to bring?

I’d love the next 12 months to unlock more opportunities for us to show up in person, whether that’s intimate events with smaller groups or much bigger brand moments.

I want people to be able to experience MOB & KO beyond a screen, to see it, feel it and really understand what the brand is about.

And ultimately, I’d love this reset to be the starting point for the kind of growth I’ve always imagined for MOB & KO.

MOB & KO: The Reset.

Evolving, not changing.