The Accelerated Growth Programme’s strategic guidance helped me shift from daily troubleshooting to driving the brand’s growth and innovation.
Hair Syrup, founded by Pembrokeshire-born Lucie Macleod while she was still at university in 2020, has quickly evolved from a student passion project into one of Wales’s hottest start-ups. What began as a homemade hair oil brand, fuelled by Lucie's own experiences and viral success on TikTok, rapidly transformed into a multimillion-pound beauty phenomenon.
Despite leaving BBC’s Dragons’ Den without investment, the appearance catapulted Hair Syrup into the spotlight, igniting a strategic rebranding and a period of explosive growth. With crucial support from the Accelerated Growth Programme (AGP), Business Wales’ flagship high-growth support service, Lucie has navigated operational challenges, from HR hurdles to logistical obstacles. This support has allowed her to refocus on brand building, innovation, and international expansion.
We caught up with Lucie to find out more about how AGP has supported her journey.
What role has AGP played in Hair Syrup’s journey?
Joining AGP gave me crucial breathing room as a founder. As the business began to grow rapidly, I found myself spending too much energy addressing internal issues, particularly around HR. AGP introduced us to an experienced HR Manager, transforming both our team dynamics and overall productivity.
After Dragons’ Den, AGP’s support was vital as we embarked on a brand refresh. With expert guidance, we decided to make our logo transparent, a seemingly minor tweak that’s now central to our brand identity. What makes AGP stand out is how personalised their support is. They allowed me to focus on my strengths, such as marketing, and provided specialists in areas where I needed the most help.
What challenges has Hair Syrup faced, and how has AGP helped overcome them?
Being based in rural Pembrokeshire presents significant logistical difficulties, from warehousing to courier access. Recruitment is particularly challenging, as there isn’t a local talent pool familiar with rapidly scaling e-commerce brands. Initially, I had to tackle everything myself, which quickly became overwhelming.
AGP provided essential connections, especially in HR, which dramatically eased the burden of daily management issues. Now, instead of constantly firefighting internal problems, I can focus on growth, innovation, and expanding the brand.
What sets Hair Syrup apart in the beauty industry?
We’ve deliberately chosen a different path from the traditional beauty industry. Our growth is entirely organic, driven by community-generated content and honest storytelling that genuinely resonates with our Gen Z audience. I’ve never paid influencers to promote Hair Syrup; our customers are our ambassadors.
Innovation is at our core. Our unique formulas and eye-catching visuals have carved out a distinct identity in a crowded market. We also embrace authenticity. On TikTok, our content is playful, transparent, and sometimes controversial, which keeps our audience engaged and the brand memorable.
What are your plans for the future of Hair Syrup?
Our next major step is expanding internationally through TikTok Shop in Ireland and the US, which we anticipate will significantly contribute to our revenue. We've recently hired an Operations Manager to handle logistics and team management, allowing me more time to focus on brand strategy and growth.
We're also investing in offline campaigns, including Tube ads and interactive street interviews. Our goal is to create a visible and memorable brand that people can't help but talk about. With AGP’s ongoing support, we’re well-positioned for further recruitment, investment, and scaling strategies.
What advice would you give aspiring entrepreneurs?
Don’t say, do. It’s easy to talk about your plans. What matters is execution.
Put things in perspective. When something goes wrong, it feels massive, but ask yourself, “What’s the worst that could happen?” That mindset helps you move forward.
Back yourself. I’ve always believed there is no ceiling to my potential, and that belief has been essential to growing Hair Syrup from a conservatory to a £6.5m brand.
Use AGP wisely. Know your strengths and weaknesses; then you can use the excellent support available from AGP to fill the gaps. Their support is too valuable to waste on what you already know how to do.
Find out more about the Accelerated Growth Programme here.
Find out more about Hair Syrup here.