Lucie Macleod: The Entrepreneur Who Turned Rejection into a Multi-Million Pound Success

Lucie Macleod, a 24-year-old entrepreneur from the UK, has redefined the beauty industry with her brand, Hair Syrup. What started as a passion project while studying at the University of Warwick has now become a thriving business projected to generate £6.5 million in revenue this year. Despite facing setbacks, including a rejection on Dragon's Den, Lucie’s determination and innovative use of social media transformed Hair Syrup into a household name.

From Student to Founder: The Birth of Hair Syrup

Lucie Macleod launched Hair Syrup in 2019, initially as a personal solution to improve hair health using natural oils. Recognizing a gap in the market for high-quality, effective hair treatments, she began formulating and selling her own blends. What started as a side hustle quickly gained traction, thanks to the power of social media.

Lucie leveraged TikTok to showcase her products, posting engaging content that resonated with hair care enthusiasts. The platform’s viral nature played a crucial role in her business’s rapid growth. Within a short period, Hair Syrup had amassed a loyal customer base, and demand for her products soared.

A Setback That Fueled Success

In July 2024, Lucie pitched Hair Syrup on Dragon's Den, seeking £190,000 for a 3% stake in her company. Despite her confidence and the brand’s proven success, the investors rejected her proposal. Many entrepreneurs would have seen this as a major setback, but for Lucie, it was just another stepping stone.

Rather than letting rejection define her, she used it as motivation. She continued to push forward, expanding her operations and enhancing her brand’s presence in the market.

Scaling Up: From Online Store to Major Retailers

Hair Syrup’s success on TikTok translated into over 250,000 orders, solidifying its reputation as a go-to brand for hair oil treatments. This growth allowed Lucie to scale her operations significantly:

Retail Expansion: Hair Syrup secured a deal with Boots, one of the UK’s largest beauty retailers, bringing her products to an even wider audience.

Business Growth: With increasing demand, Lucie expanded her team to 14 employees and set up two warehouse units in Pembrokeshire to manage logistics efficiently.

The ability to adapt, scale, and meet growing customer needs turned her once-small business into a multi-million-pound brand.

Lessons from Lucie Macleod’s Success

Lucie Macleod’s journey offers valuable insights for aspiring entrepreneurs:

✔ Leverage Social Media – Platforms like TikTok can provide massive exposure and create viral moments that drive sales.

✔ Turn Rejection into Motivation – A "no" from investors or customers doesn’t mean failure; it’s an opportunity to improve and grow.

✔ Scale Strategically – Expanding a business requires the right team, supply chain, and partnerships to sustain long-term growth.

Lucie’s story is proof that with passion, resilience, and smart marketing strategies, success is within reach—even in the face of rejection.

The Future of Hair Syrup

With Hair Syrup continuing to thrive and expand, Lucie Macleod has positioned herself as a leading entrepreneur in the beauty industry. Her ability to innovate, adapt, and capitalize on modern marketing trends has set her apart. As she continues to grow her brand, one thing is certain—her journey is far from over.

References

O’Brien, J. (2025, February 3). How Dragon’s Den rejected turned investment snub into a successful hair care brand stocked in Boots and making £... The Sun. https://www.thesun.co.uk/fabulous/33146809/hair-syrup-dragons-den-founder-oil-haircare

Sinclair, L. (2025, January 31). Successful Pembrokeshire entrepreneur Lucie Macleod stirs Up Dragons’ Den with viral hair syrup – The Pembrokeshire Herald. The Pembrokeshire Herald. https://pembrokeshire-herald.com/105927/successful-pembrokeshire-entrepreneur-lucie-macleod-stirs-up-dragons-den-with-viral-hair-syrup

How TikTok Transformed Hair Care with Hair Syrup’s Lucie Macleod | Power Hour. (2025, February 18). https://shows.acast.com/powerhour/episodes/how-tiktok-transformed-hair-care-with-hair-syrups-lucie-macl