At just 24 years old, Lucie Macleod is a name that is rapidly making waves in the beauty industry. Despite being turned down on BBC’s Dragons’ Den, where she sought £190,000 for a 3% stake in her company, Lucie’s hair care brand, Hair Syrup, is projected to generate a remarkable £6.5 million in revenue this year, demonstrating that rejection can sometimes be the best thing for a business.
Lucie’s journey began with her own personal hair care struggles, and being unable to find a product to help her, she took to creating home remedies in search of a solution. What started as a homemade remedy in her parents’ kitchen has since evolved into one of the most sought-after brands in the hair care industry, thanks to the power of social media and a viral TikTok following.
In an exclusive interview, Lucie opened up about the early days of Hair Syrup, her experience with Dragons’ Den, and her advice for aspiring entrepreneurs.
The Journey Behind Hair Syrup
“I don’t think people quite believe me when I say this, but no, I genuinely never thought Hair Syrup could be anything more than a home remedy,” Lucie admits. “It wasn’t until I posted my first TikTok about my hair transformation that I began receiving comments asking for me to sell a bottle of the oil. That’s when I realised there could be a commercial opportunity.”
Lucie’s determination and entrepreneurial spirit led her to juggle her studies while launching the brand from her parents’ home. She reflects on the difficult balancing act: “My degree was extremely intense. Had I known that Hair Syrup would become more than just a side hustle, I probably wouldn’t have dared to start it. It took me until late last year to recover from that period. I was working over eighty hours a week, it was relentless.”
TikTok – The Catalyst for Success
TikTok played a pivotal role in Hair Syrup’s growth, and Lucie credits the platform’s organic nature for the brand’s success. “It wasn’t about influencer endorsements or celebrity shoutouts. It was real people engaging with my story, trying the products, and sharing their experiences. That authenticity helped solidify our place in the market.”
Lucie’s advice for brands looking to succeed on social media? “Be authentic and be yourself. The days of flashy influencer marketing are over. People want to buy into real products that actually work. If you’re trying to copy larger brands, you’ll always be one step behind.”
Reflecting on Her Dragons’ Den Journey
Though Lucie did not secure investment on Dragons’ Den, she views the experience as transformative. “I was in the room for over three hours, and while you didn’t see all of the conversation, the feedback from the Dragons changed my vision completely. Getting rejected was tough, but it’s turned out to be the biggest blessing in disguise. It’s very on-brand for me, I’m an underdog, indie company. It’s never rejection, always redirection. I would do it all again in a heartbeat.”
The Hair Syrup Brand Ethos
At the heart of Hair Syrup is a commitment to transparency, authenticity, and empowerment. Lucie explains, “We’re all about real customers, real hair struggles and real results. We will never hide behind a glossy, aesthetic guise. Our customers trust us because we’re honest about our products and their performance.”
Eyeing What’s Next
Hair Syrup shows no signs of slowing down, with exciting new products in the pipeline. “We’re currently developing a new cherry hair oil, which we hope to have ready by summer. We’re also working on a leave-in conditioner, although it’s taking longer than expected due to some formulation complexities.”
Words of Wisdom for Aspiring Entrepreneurs
For those considering starting their own business, Lucie has some invaluable advice: “Trust in the universe, dream big, and remember, you have to love what you do to make it worthwhile.”
Lucie Macleod’s journey with Hair Syrup is a testament to the fact that success isn’t determined by age, investment, or the opinions of others. In fact, it’s quite the opposite, modern brands like Hair Syrup show that with authenticity, hard work, and the power of organic growth, anything is possible. Through strategic use of social media, particularly TikTok, Lucie has turned her passion project into a thriving premium hair care brand. Hair Syrup has become a trusted name for customers seeking real results, and the product range does just that. As the brand continues to redefine beauty standards, one bottle at a time, it proves that success is truly in the hands of those who dare to dream and stay true to their vision.
