Getting the pop group described as the world's biggest female band to wear and champion your product is something worth shouting about.

Which is probably why the owner of Gloucestershire-based SLG Beauty took to social media to spread the word.

Little Mix, the group which filled Gloucester Rugby's Kingsholm Stadium in June 2017, is currently championing the benefits of the COLAB Dry Shampoo brand.

Whether they read the small-print we will never know, but if they did they would know the product is one of the many made by white-label manufacturing and brand supremo SLG, which has its headquarters in Cheltenham and factory beside the aforementioned rugby club.

"So proud that our brilliant COLAB Dry Shampoo brand is rockin' it with the world's biggest girl band, Little Mix in an exciting on-going global collaboration," said Miles Dunkley, the owner of SLG and a former pupil of the city's Kings School.

"Partnerships like this work particularly brilliantly when the talent are already fans of your brand, even before you got talking.

"To our delight, this is exactly what happened here, and so the work together has been passionate and highly engaged right from the get go."

As we said, SLG is no stranger to celebrities with larger than life profiles. Its connections include internet cosmetics queen Zoella and brands including Superdry Beauty, Laura Ashley Beauty and high-street retailers such as Boots, Superdrug, Debenhams and Marks & Spencer.

Earlier this month (May) SLG was awarded the Management Team of the Year for the South West Region at The British Venture Capital & Private equity Association (BVCA).