From Near-Death to £170m Empire: Lucy Goff's Lyma Wellness Journey
After recovering from a life-threatening illness, Lucy Goff founded her own wellness brand that has blossomed into a global business valued at approximately £170 million. In an exclusive interview, she reveals the risks and determination that propelled her from a one-person startup to industry leadership in just seven years.
A Health Crisis That Sparked Innovation
When Lucy Goff gave birth to her daughter in 2012, she contracted septicemia, a severe infection that caused her body to begin shutting down. Following six gruelling weeks in intensive care where medical intervention saved her life, Goff was left physically exhausted and fragile. Determined to restore her health, the former Selfridges public relations executive travelled to a specialised clinic in Geneva.
There, she encountered longevity expert and Oxford academic Professor Paul Clayton, who prescribed pharmaceutical-grade supplements composed of meticulously dosed, peer-reviewed ingredients. Goff's body had been trembling uncontrollably for months, yet within weeks of beginning the regimen, she started feeling like herself again, returned to work, and embarked on a remarkable new path.
Building Lyma Against All Odds
This transformative experience inspired Goff to leave her communications career behind and establish Lyma, a supplement, laser, and skincare business. Today, the company enables millions worldwide to access the patented, carefully formulated products that helped Goff reclaim her quality of life after her health scare.
"I remortgaged my house to get the money to make the 10,000 products needed to launch Lyma," Goff recalls. "I must have written to nearly 100 venture capital trusts in the UK and the US with what I thought was a really good business plan – but they all said no."
She faced persistent scepticism, with numerous investors dismissing her vision. "All of these men told me I didn't know what I was talking about because I'd never been in business before," she explains. "Everybody said that no one would pay £150 a month for a supplement."
The turning point came swiftly after launch. "It was only when we sold out of all the stock in the first week after the launch that I realised we were onto something," Goff notes. Suddenly, previously uninterested investors sought conversations, but she chose a £2 million investment from Pembroke, selecting a partner who believed in her from the outset.
Learning Through Challenges and Rejections
Reflecting on her early struggles, Goff acknowledges she might have wasted valuable time. "I think I wasted a lot of time in the beginning pitching to investors who just didn't see the vision, who couldn't picture what was inside the business plan," she admits. "I wish I hadn't wasted time on that. I should have moved on faster and self-funded. It would have saved me a good two years."
She draws inspiration from business pioneers like Jo Malone, who transformed ordinary candles into lifestyle statements. Similarly, Goff aimed to elevate supplements from kitchen cupboard staples to desirable objects, housing them in beautiful hammered copper vessels.
This focus on presentation wasn't without hiccups. "I made a mistake with a copper supplier when Lyma first launched," Goff confesses. "We bought loads of vessels that came back and the quality wasn't good enough. They had to be discarded and returned to the supplier." She keeps one flawed vessel on her desk as a reminder that quality is non-negotiable and that obstacles can be overcome.
"Every mistake teaches you an invaluable lesson," Goff asserts. "Every single rejection has made success more meaningful."
Personal Philosophy and Business Evolution
Financially cautious by nature, Goff avoids speculative investments. "I don't take risks with my money," she states. "If you've worked all your life to get somewhere, why would you do that? So, I don't invest in stocks and shares. I'm the type of person who will be very happy to have a five per cent yield and not risk anything." She viewed remortgaging her house as a calculated move, knowing she could sell stock if necessary.
The moment Lyma first reached a £100 million valuation stands out as particularly significant. "I'll always remember that moment, and the realisation that I'd created something that was of incredible value," she shares.
Goff's background is modest – her father was a solicitor, her mother a magistrate and housewife, with five siblings and simple entertainments like board games and television. She left school without qualifications, entering university through clearing, and acknowledges that traditional education didn't suit her learning style.
At Lyma, she collaborates with laser scientists, geneticists, surgeons, dermatologists, and longevity professors, focusing on product and brand aesthetics while relying on their expertise. One of the toughest aspects of growth has been personnel changes. "Letting go of people who were with me when we launched the business has been tough," she admits. "I treat Lyma almost like a family-run business, so that's been the hardest part for me."
Balancing Success with Personal Joy
Beyond business, Goff cherishes meaningful possessions. Her first Chanel 2.55 handbag, purchased for her 40th birthday, brings her happiness, while a Cartier love bangle reminds her of her child's birth. "You can't take enjoyment away from purchases or the emotions out of life, or it becomes meaningless," she reflects. "Then you just become a computer."
Today, Lucy Goff champions the FFinc Forward Faster Accelerator 100, a UK-based programme launched in September 2025 designed to help female-founded companies scale their growth more rapidly. Her journey from health crisis to wellness empire exemplifies resilience, innovation, and the power of believing in one's vision against all odds.
