A London studio that spots what’s changing in culture, works out what it means for your brand, and makes the work. For beauty, wellness, fashion, lifestyle and entertainment brands, the agencies behind them, and the suppliers who want in.
Latest work
Treatwell × Lesbian Supper Club
141,792 Instagram views
See the case study →
The reel
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About Hot Culture
We help brands make sense of what’s changing, find their place in the conversation, and turn good ideas into work people actually want to see.
Founded by Freya Evans, Hot Culture brings together 11 years in business development, 7 in healthcare strategy and 3 in creative social. That means speaking the language of suppliers, brands and audiences at once: data and insight on one side, creative instinct on the other, so everyone can spot the opportunity and move with confidence.
Freya also co-founded Lesbian Supper Club, a top-1% podcast and events brand she still creates, produces and grows. Building it taught her how a distinctive voice wins a loyal audience, and how cultural connection turns into a brand people show up for.
We work across sectors to make smart strategy feel fresh, clear and full of personality.
Book one part, or the full 360: from the first insight to the first order, and the content that launches it.
01
Know what’s moving, and what it means, before your category catches up.
02
Turn the insight into a position worth taking, and ideas worth making.
03
Make the thing, made for the feed, all the way to final cut.
04
Connect the right suppliers with the right brands, and bring brands the supplier insight that shapes what’s next.
Spot →
Spot the shift
We listen where your audience talks: feeds, comments, podcasts and search. Then we separate the signal from the noise.
Shape →
Shape the idea
We decide what the shift means for your brand and what you should do about it, or not do.
Make.
Make the work
We produce it, social-first, through to final cut. Or we hand your team a brief they can run with.
Case study
A brand collaboration made for Lesbian Supper Club’s Instagram audience. The idea: introduce Treatwell to a new community with a slower kind of self-care, where one considered appointment beats another haul, landing just as audiences turn away from overconsumption and towards balance.
Method: the LSC post’s approximate visible interaction count compared with the average visible interaction count on three Treatwell collaboration posts we reviewed. This compares visible counts only. It isn’t an engagement rate, and it doesn’t account for the reach of the comparison posts. Figures as of 1 November 2026.
For US suppliers
We’re your boots on the ground in London. Beauty, wellness and health suppliers get the market read, the brand introductions, the distribution conversations and the creative to launch with. The full 360, from first conversation to first order.
01 · First call
A 30-minute video call at a time that works for US hours. Tell us what you make and who it’s for.
02 · Market read
How your category is moving in the UK, the audience language, and a shortlist of the brands and buyers to talk to.
03 · In the room
Introductions, partnership and distribution conversations in London, plus the campaign and content to launch with.
Regulatory, legal and product-compliance requirements for the UK sit with your own specialists. We’ll flag what to check before we open any doors.
Trend briefings
A briefing is a fast, focused read on one conversation your category can’t ignore. You get a tailored 8–10 slide deck and a 45-minute session covering the cultural conversation, audience language, category shifts, opportunities and communications risks.
Coming next · Beauty and wellness
Peptides are being sold as the new wellness “hack”, and the US conversation is a step ahead of the UK. This briefing maps what’s crossing the Atlantic, what UK audiences are starting to search for and say, and how brands can get in early, clearly and responsibly.
Ask about this briefingMade to order
Got a conversation you can feel but can’t name? We’ll build a briefing around it.
Suggest a topicBriefings are cultural and market insight. They aren’t medical, scientific, legal or regulatory advice, and they don’t recommend any product or treatment. Where a topic needs specialist review, we flag it.
Tell us what you’re working on, the audience you’re trying to reach and when you need it. We’ll come back with a straight answer on how we can help.
