Liz Earle: “My mantra is build it slow to build it strong”
With over two decades of experience in the beauty and wellness industry, Liz Earle is an expert on creating brand longevity
Back in 1995, Liz Earle founded her eponymous company with friend Kim Buckland to offer affordable beauty products with first-class customer service. It was a formula that worked so well that their wares were soon selling out. The brand was bought by the global beauty organisation Avon in 2010 for an undisclosed amount, and subsequently purchased by Walgreens Boots Alliance for £140 million in 2015.
Liz was determined to continue sharing her beauty knowledge as a writer, television broadcaster, and the bestselling author of over 30 books. In 2013, she founded Liz Earle Wellbeing, a website and magazine which draws on respected research and trusted expertise to provide balanced advice and ideas on living well and looking good. Liz, who lives in the southwest of England, was awarded an MBE for her dedication to the world of beauty, natural nutrition and wellbeing.
Q: What inspired you to start your brand in 1995?
A: Back then skincare was very polarised. You either shopped at overpriced department store counters or inexpensive self-selection chemists and supermarkets. My co-founder, Kim Buckland and I spotted a gap in the market for affordable, premium quality, botanical beauty products – and so the Liz Earle beauty brand was born.
Q: Where does your passion for natural ingredients stem from?
A: My father was a great botanist, and I used to spend hours with him in the garden weeding, sowing and planting. He is an engineer and loves functional plants that do things, either edible or practical, so I think that’s where my early passion started.
Q: What other beauty brands do you admire?
A: I’ve always liked Aromatherapy Associates and used to work with their founders in the early days of my beauty career. I have a lot of respect for their use of genuine essential oil blends and their therapeutic effects on mind and body.
Q: What helped get you through the challenges of setting up your own business?
A: My working mantra has always been: build it slow to build it strong. Crawl, walk, then run to build a business that will stand the test of time. You must have an absolute passion for what you do, as running a business will consume your life.
For more information visit www.lizearlewellbeing.com