In this keynote, I share the raw, unfiltered journey of building a beauty brand from a £530 loan and 100 pairs of lashes to becoming a multi-category business stocked in Sephora, Boots, ASOS, and more. I’ll explore what it really takes to be a successful entrepreneur—the mindset, resilience, and decisions that define both survival and scale. We’ll dive into the difference between startup hustle and scale-up strategy, and unpack the reality of building a brand on platforms like TikTok Shop—its massive potential and its hidden pitfalls. I’ll discuss how community-led growth shaped my business, why the marshmallow makeup sponge became a viral success, and how my background in science gave our product development an edge. Expect honest insights on when to enter mass retail, when to stay exclusive, and the truths behind building a team—from leadership to burnout. This is the keynote for anyone serious about brand-building with substance.