In this episode of Connected Thinking, Sarah Jardine, our Senior Strategist, sits down with Lucie Macleod, Founder and CEO of Hair Syrup, the viral haircare brand that’s gone from TikTok sensation to being stocked in Boots, Urban Outfitters and Beauty Bay.
Since launching in 2019, Lucie has built one of the UK’s fastest-growing beauty businesses with a focus on all-natural, cruelty-free products and a community-first approach that’s redefining how brands grow on social. From their recent Ariana Grande community activation to her unforgettable Dragon’s Den pitch, Lucie opens up about turning viral hype into scalable growth and the realities of being a founder-led business.
When your very first video blew up, what was going through your head? Looking back, do you think there was something in particular that sparked its success?
Honestly, I couldn't believe it when that first video went viral. I'd never intended for many people at all to see it. I certainly never intended for it to be some sort of a sales pitch, which it seemed to turn into. I had a handful of followers before and had never really had any presence on social media. I didn't know how to make anything go viral, and I didn't know that it would go viral. It was a big shock and a big surprise when I woke up the next morning.
I think the secret to why that went so viral was that it was such a relatable struggle at the time. It was lockdown and so many people were giving themselves botched haircuts. All the salons were closed, they were bleaching their hair, or they were on some kind of self-care journey. I think people were relating to what I was saying and my experience and thought this was constructive advice they could follow to see a transformation.
Speaking of going viral, a lot has changed on socials since 2020. How do you think founders and brands can turn a viral moment into lasting growth?
It's really difficult because you see so many brands, especially on TikTok, coming and going. They have these really big viral peaks, and then you don't hear much about them 6 months later. I think a big secret to longevity and success for a brand ultimately just comes down to the product, especially in beauty.
You can make something and it can go viral, but ultimately it's repurchase rates that matter and people recommending it to their friends. Social media is great, but so much of my growth has happened organically through word of mouth and through people who use the product genuinely recommending it, rather than relying on those quick five seconds of fame.
How would you describe Hair Syrups' approach to influencers?
Lots of big influencers across the UK, Australia, and the US use Hair Syrup because they've bought it. We do things like PR send-outs, but a lot of our gifting and influencer initiatives focus on our customers and social audience more than big celebrities.
I think it really changes from brand to brand. I don't think there's a right or a wrong way to do it. A lot of brands go wrong by copying what others have done but it doesn't necessarily align with their brand voice, messaging, or social strategy.
My advice to brands is if you have the kind of brand where working with influencers or celebrity endorsements works well, then go for it. I never think anyone should neglect their community, but I don't like the idea of people doing it just because they think it will make them look good. It should be a genuine, honest approach. Do what's right for your messaging and what feels instinctively right.
You've leaned heavily into TikTok Shop & e-commerce to build your brand without the initial retail touchpoint. What would you say to brands who are nervous about starting out on social commerce?
I think social media is a really important part of most businesses, especially product-based ones. It's not crucial, but it's difficult to get into a big retailer if your brand has no presence, no followers, and nobody knows who it is.
It's really good to get your brand out there on social media, get people talking about it, and build a buzz before thinking about retail. You also make your money through direct-to-consumer
There's been a lot of buzz around Hair Syrup announcing the new Ariana Grande tour activation. Tell us more about the thought behind it and how that feeds into the ethos you're building for your brand.
A few weeks ago, we bought a VIP box at an Ariana Grande show and invited people from our TikTok following, customers who love her and missed out on tickets.
We like to shift away from the traditional influencer route and work more with the wider community, because their voices are just as powerful. With Hair Syrup, we're genuinely engaged with our community, and we like to maintain that.
In one of our episodes, the Head of Marketing at PerfectTed described TikTok Lives as "flattening the funnel", moving people from awareness to purchase within minutes. Has that been your experience, and what makes a TikTok Live actually convert?
We've got a bit of a love-hate relationship with TikTok Lives. I hear very mixed messages. I know that those of us who were there from the beginning with TikTok Shop have seen the ups and downs.
We've had so many trials and tribulations with lives in general that my team is a little cautious around them, we find it quite stressful, to be honest.
We don't lean into Lives as much as we used to, but in the future we might just need some fresh live presenters who can come in with no preconceptions and enjoy it.
That said, when they do work, TikTok Lives are really good. I find they work better if you've got discounts, bundles, or flash sales, that's where you get people engaged. The algorithm is clever, and if someone has been looking at your page and then the Live pops up, it really can help get them over that purchase finish line.
We can't not talk about that Dragon's Den pitch. I read it lasted three hours. What was that experience like from the moment you stepped out of the lift, and how has it shaped Hair Syrup since?
It was surreal and terrifying. I'm a pretty confident person, but there was nothing like stepping onto that stage. I fluffed my lines the first time and had to start again because my voice was shaking.
There was something really intimidating about it. I think it's because I idolised these people and felt like if I didn't impress them and they didn't like me, I would take it very badly, which I did.
I say this to everyone, going on Dragon's Den completely changed my life. On paper, my business was doing well. I couldn't spot any massive red flags or flaws that they would go on to identify, which meant the business was uninvestable.
Not that I went in with full confidence, because I didn't, but I had high hopes that I'd get at least a few offers. When I got six no's, I felt like my world had come crashing down. Nobody understands unless they've experienced it. By the end of the three hours, I could barely think.
But it put both the business and me in the spotlight. I thought I'd be a laughing stoc but it really put Hair Syrup on the map and positioned me as a young female British entrepreneur, which has been amazing and life-changing.
We're seeing more and more founders stepping into the spotlight to represent their brands. How has being front and center of Hair Syrup helped you connect with customers and build that human touch?
It's a really integral part of Hair Syrup as a brand. It wasn't intentional, but because the products came from my own hair journey, it became a natural progression for the brand to be founder-led.
Although it's amazing for building community and trust, it has its pros and cons. I was called an influencer at an event a few weeks ago, and I was surprised. I see myself as a business owner. If that's not what you want, it's something to think about. I fell into it, and it's been beneficial.
People can form misconceptions, judge your business based on you rather than your products, and that isn't ideal from a business perspective.
It's a lot of pressure. With larger companies, people don't know who owns them, so the criticism is directed at the business, but when you're founder-led, it's directed at you.
That connection is powerful, but people sometimes forget that we are normal people with lives beyond business.
Finally, for anyone who's thinking about launching a business of their own - what's one piece of advice you'd like to share?
One of the best pieces of advice I give is simple, don't say, do. People can delay starting because they want everything to be perfect. My biggest advice is to forget that. Starting is better than perfection.
When I first started, Hair Syrup was hand-poured bottles with printed labels cut out and glued on. Now they're polished products on shelves in Boots.
You have time to refine everything. Looking back at the journey makes it more special. Don't worry about perfection. Start, and things will improve over time.
Favourite book or podcast you'd recommend?
It's got to be The Diary of a CEO. I listen to it all the time and find it really interesting.
Best piece of advice you've received?
The best advice I received was that you know your business better than anyone. Trust your gut. Don't let people come in and steamroll it unless you need to.
Even if you feel like you don't know what you're doing most of the time, you still know your business better than anyone else.
