How Ellie Carlile Turned 30M TikTok Views into a 7-Figure Beauty Brand

How do you handle it when your kitchen-table beauty brand suddenly pulls in £60K before lunch — and you’re still counting stock by hand?In this episode of D2C Diaries, we sit down with Ellie Carlile, the unstoppable founder behind By Ellie, the brand born from a personal skin struggle, a £2,000 investment, and a makeshift label operation in her mum’s garage. Ellie shares the raw, real journey of building a beauty brand that now sells every 10 minutes, is stocked in Sephora, and runs multi-market TikTok Shop operations across the UK and EU.We unpack:- How she turned product reviews into a content engine- The 30M-view TikTok that changed everything- Why staying founder-led was the secret to community-led growth- The chaos (and learnings) behind overselling thousands of units in one hour- The frameworks she uses to scale with focus, from TED values to product simplicityThis is one for any founder navigating content overwhelm, platform changes, and the pressure to scale while staying true to their brand.00:00 Starting the business03:57 First launch mistakes06:18 Growth strategy08:40 Why raw content wins11:20 Bottlenecks in the business12:30 Handling virality14:45 Entering paid media17:37 Building a brand beyond the founder22:20 The reality of scaling a team24:50 Core values in the team27:05 Staying focused while scaling28:10 Landing Sephora32:50 TikTok Shop strategy37:40 The US Tariff crisis40:40 Being transparent with customers42:45 Working with TikTok affiliates47:40 Growing as a founderFollow Ellie:https://www.instagram.com/elliecarlile_/https://www.tiktok.com/@ellie.n.cFollow By Ellie Beautyhttps://www.instagram.com/byelliebeauty/https://www.tiktok.com/@byelliebeautyFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

There are no comments yet.

Please log in to write the first comment.