From Dragon’s Den Rejection to £4.5M: The Hair Syrup Growth Story

D2C Diaries is proudly sponsored by Triple Whale.Triple Whale is our north star when it comes to data-driven decisions. Whether you're just starting out or running a 9-figure brand, this is the tool that will help you and your team see around corners and move faster.Visit www.triplewhale.com/d2cdiaries to learn more.Rejected by all 6 Dragons, then hit £4.5M in sales.Lucie Macleod walked into the Dragon’s Den asking for £190k.She left with zero offers… and the internet on her side.In this episode, the founder of Hair Syrup breaks down how she turned a side hustle into a multi-channel beauty brand, why she leaned into public rejection on Dragon’s Den, and how she continues to dominate TikTok without relying on affiliates.She unpacks:▫️The brutal reality of pitching for 3.5 hours with cameras rolling▫️How she used the rejection to fuel record-breaking sales▫️What most founders get wrong about visibility, brand story, and virality▫️Her playbook for converting TikTok attention into long-term customers▫️The content system she uses to publish daily, without a big team▫️And the unfiltered truth of running a fast-growing brand at 24This one’s for every founder who's been underestimated and made it work anyway.00:00 Viral Brand Origin & Early Growth04:30 Authentic Founders Story05:49 Re-defining Natural Haircare07:50 Lucie’s Entrepreneurial Traits11:50 Starting on TikTok18:35 Content Strategy31:33 Dragon’s Den: The Full Story37:45 Struggles Within The Business39:41 BTS of Dragons Den44:35 The Controversial Offer54:28 Impact & Strategic Execution01:02:40 The Downside of Personal Branding.Follow Hair Syrup on SocialsTikTok: https://www.tiktok.com/@hairsyrupInstagram: https://www.instagram.com/hairsyrup/Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

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