"Caroline Hirons Was The Biggest Risk I Ever Took": Colette Laxton | Ladies Who Launch

Colette Laxton co-founded The INKEY List in 2018 to make skincare less confusing and has since sold over 90 million products worldwide.

In this episode, she breaks down exactly how she split her first £300K starting budget between stock, marketing and running costs, including why most of her marketing spend went on one person: Caroline Hirons!

We all know the success of The INKEY List but the growth came at a cost. Colette opens up about nearly going bankrupt, the burnout that put her in bed for two weeks straight, and the unpredictability of virality including how a product she never planned to sell became the number one body product on TikTok Shop. It's an honest look at what building a brand from nothing actually takes, budget breakdown included.

In this episode, we cover:

Leaving a decade-long career at Boots to join a scrappy startup

Exactly how she split her first £300K investment

Why most of her marketing budget went on: Caroline Hirons

The Cult Beauty call on launch day that changed everything

Launching The INKEY List into Sephora across North America within six months

Nearly going bankrupt, and what it actually takes to get "retail ready"

The burnout that put her in bed for two weeks straight

How a product she never planned to sell became #1 on TikTok Shop