A young entrepreneur who faced rejection on the BBC's Dragon's Den has spectacularly defied the investors, building a haircare empire that now generates a staggering more than £5 million a year in revenue, thanks to the power of TikTok virality.
From Kitchen Experiments to Viral Fame
The founder, Lucie Macleod, was just 21 and in her final year at the University of Warwick when she began her journey. Frustrated after years of bleaching had damaged her hair and left her disappointed with expensive, ineffective products, she sought a solution. Her research led her to pre-wash hair treatments, but after scouring salons and high-street shops, she couldn't find one that worked for her.
Taking matters into her own hands in 2019, Lucie began formulating her own product in her kitchen. She combined natural oils, vitamins, and botanical extracts, creating the initial prototype of what would become Hair Syrup, a pre-wash treatment designed to repair damaged hair.
The Pandemic Pivot and TikTok Triumph
The real turning point came during the COVID-19 pandemic. After moving back home for online learning, her friends and family were amazed by the dramatic improvement in her hair. After giving away a few bottles to rave reviews, Lucie decided to download TikTok. She posted a simple tutorial demonstrating how her once-damaged locks were transformed by her pre-wash treatment.
The video went viral, amassing over 500,000 views and thousands of comments. For months, she was inundated with messages from people desperate to buy the product, with some even offering to pay over £30 for a 50ML bottle. It was her boyfriend's joking remark, "imagine if you actually did sell that stuff", that became the lightbulb moment, pushing her to launch the business officially.
Rejection and Retail Domination
Despite the grassroots success, Lucie took Hair Syrup to Dragon's Den in 2024. After a long pitch, she was ultimately rejected by the Dragons. However, this setback proved insignificant compared to the brand's organic growth on social media. Hair Syrup now boasts a massive following of over 430,000 followers and 14 million likes on TikTok.
This online fame translated directly into explosive sales. The business generated £1 million in revenue in 2021, a figure that skyrocketed to £5 million by 2024. Major retailers took notice, and Hair Syrup is now stocked in prestigious outlets including Boots, Urban Outfitters, ASOS, Beauty Bay, and Justmylook.
Lucie Macleod's story is a powerful testament to how a simple idea, born from personal need and propelled by social media, can overcome traditional barriers to achieve phenomenal success.
