Søgaard is no stranger to the skincare business. Though she was trained as a typographer,she was forced to give up her job following a car crash in her late 20s. Soon afterwards, however, her unusually well-developed sense of smell got her a job at a cosmetics manufacturer. “I’d always been able to distinguish between different smells very easily, which meant I had a natural interest in the beauty industry,” she explains, “but I didn’t realise I could turn that into a career at first.” In 2001, she opened House of Cosmetics, the private-label company behind the recipes of many ‘own brands’ and celebrity lines of cosmetics and beauty products.