Founded in 2017, Backlash set out to be disruptive and different by combining the advertising, design and business backgrounds of co-founders Katie Peake, James Barnes and Aarron Taylor.

After spending years in creative advertising roles, Peake helped set up Backlash to deliver “big agency thinking without the price tag” and has since helped a number of beauty and fashion retailers use the company’s expertise to create pop-up spaces.