‘We like to be bold’: One brand’s journey from TikTok virality to Dragons’ Den
Having already notched up 700% sales growth on TikTok Shop, Hair Syrup is looking for bigger and better ways to expand its brand in 2025.
Lucie Macleod experienced the power of organic TikTok marketing first-hand after her business went viral in lockdown.
However, you may have spotted pre-wash hair oil brand Hair Syrup on yesterday’s (30 January) episode of BBC Dragons’ Den. Macleod started the business with £600 at university in 2020, when she was seeking care for her own hair. Since then, the brand has grown to a team of 16 and is projected to have an estimated annual turnover of £6.5m by 2026.
“I created a TikTok in lockdown talking about my hair journey and mentioned the oils, and people were begging me to sell them a bottle of the oil. Customers started using the product and their videos were going viral and, before I knew it, we were quite a big company,” says Macleod, who heads up the marketing with two assistants.
