Liz Earle MBE: On business success, finding purpose and living well

Please note: Barclays Private Bank does not endorse any of the companies or individuals referenced in this article.

To mark International Women’s Day, we were delighted to host an exclusive event for female clients with the inspirational Liz Earle MBE, wellbeing, health and beauty entrepreneur. Perhaps best-known for co-founding the global cosmetics brand, Liz Earle Beauty, Liz is also founder of the Liz Earle Wellbeing platform, the Fair & Fine jewellery range, and the UK charity LiveTwice. She is author of more than 35 books on beauty, nutrition and wellbeing, and a passionate advocate for women’s health.

Liz spoke to Juliet Agnew, our Head of Philanthropy and Family Proposition, about her remarkable career, charity work, and the importance of purpose in our professional and personal lives. Here we share some of the highlights from this rich and insightful conversation. 

Juliet Agnew: You’ve had a fascinating career to date. Could you walk us through your journey, and share some of the defining moments that helped you get where you are today?

Liz Earle: I first started out as a beauty journalist at Women’s Journal. This was around 40 years ago, before wellness really existed as a word – back then it was referred to as ‘New Age’, and seen as very niche, or a bit weird. But when I was tasked with interviewing some of the emerging advocates for complementary therapies and nutrition, I immediately found my tribe.

My ‘lightbulb moment’ came after a naturopath helped me manage my eczema through changes to my diet. Despite my initial scepticism, I realised that how we live and eat can have a powerful influence on how we look and feel. This sparked my life-long interest in wellbeing, as well as the inspiration for my first book, “Vital Oils”, on the importance of fats and oils in the diet – back in the early 1990s at a time when fats were largely demonised by the health industry. 

I found a real passion for researching the science behind health and wellness, so moved from magazines into writing more books on these themes. I also started presenting on “This Morning”, the UK’s first live daytime TV programme. And then my dear friend Kim (Buckland) had an idea that we should set up a side hustle together – and from there our beauty company was born. 

JA: It sounds like an incredibly busy time. How did you find starting a new business?

LE: We co-founded the beauty business back in 1995. While it was my name on the brand, it was Kim who had cleverly spotted the elusive gap in the beauty market. At the time, it was largely limited to a choice between high-end department store cosmetic counters, or everyday brands in supermarkets. So, we created a niche, founder-led brand that targeted a new category known as ‘masstige’ – essentially the sweet spot in between mass market and prestige.

We took the revolutionary decision to launch via mail order, rather than pitching to high-street chains where we might have struggled to meet demand in those early days. We also launched as one of the first beauty brands on shopping channel QVC, which allowed us to retail across the UK without needing a huge amount of stock – and was especially joyful for me given my background in television. By starting small and growing gradually, ensuring we could manage our supply chains and our cashflow, we were able to build the business without borrowing. 

And before we knew it, we had created an international brand. I’m enormously grateful for the opportunity, but it did take me away from my love of wellness and writing books. I’ve been incredibly fortunate that after selling the business (to Avon in 2010), I have been able to return to that first career, with the added insight that life experience can bring. 

JA: Fascinating. Of course there is no playbook in business, but it’s interesting that you weren’t afraid to just get on and try new approaches. Any other insights from your experience of building a successful brand?

LE: I think authenticity is key, especially the way brands are assessed today. Sticking to your values is also really important. For example, we actively avoided the ‘anti-ageing’ trend of the time, as I have always felt very strongly that ageing should be embraced, not stigmatised. It’s about living and ageing well, which is something I’ve returned to throughout my career. 

In my companies, we’ve always aimed for progress, not perfection. As women, we are often told we can have it all, so we strive for perfection, but it’s often unattainable. Making mistakes is human, it’s how you deal with them that matters. Holding up your hands when things go wrong is essential in business – and the way you fix the issues as a brand can even be a real opportunity to drive customer loyalty and trust. 

And finally, you need to be discerning – it’s not easy, but always consider others’ agenda and who stands to gain when making decisions. Try not to be too swayed by money if it could mean compromising your values. You cannot buy reputation – it can take years to build, but can be destroyed overnight in today’s social media age. 

JA: As you say, being discerning is difficult. How do you cut through the noise and make the decisions that are right for you?

LE: Fundamentally I think it comes down to following your gut instinct, which is an incredibly powerful gift. I wrote a book called “The Good Gut Guide” back when the science behind the microbiome was just emerging. The gut-brain axis is a superhighway through the vagus nerve, and our gut microbes are neurotransmitters that enable us to sense something before our brain can rationalise it. 

I have ignored my gut instinct twice in life – once personally, once professionally – both times at significant cost. I think if something doesn’t feel quite right, it probably isn’t. Looking after your gut is one of the most important things you can do – to boost your immune system, for brain development, for coping with anxiety, and much more. 

I’d also say give yourself time to consider things fully. My motto is ‘walk, crawl, run’ – don’t feel pressured to rush decisions. If it has to be now, it has to be no. And if you don’t get things right, as I said before, it’s important to take ownership and try to fix them, whether that’s in business or in life. 

JA: I’d like to raise a subject that’s very close to both our hearts, and that’s your philanthropic and charitable pursuits. You founded LiveTwice and you’re involved with many other charities. Could you tell us about your involvement in these causes and what you have learned?

LE: It’s often said that “it’s greater to give than to receive”, which I think is a real truism. When we sold the beauty business, I set up LiveTwice, a humanitarian aid charity, which aims to give others the opportunity, in the broadest sense, to turn their lives around. We support projects in healthcare and education, and aim to empower women in various communities in the UK and overseas. 

I have a family home in Kenya, which has exposed me to various wonderful local organisations. While it’s not easy being a woman in the western world, it’s incredibly tough in a developing country, where women often face gender-based violence, deep inequalities, and limited access to healthcare, sanitation or education. As a charity, we’ve supported some amazing initiatives that help women to help themselves, such as Loving Humanity, providing at-cost micro-factories that produce sanitary products, to some of the world’s poorest communities. 

It’s phenomenal to see how a little money can go such a long way. We aren’t a huge fundraising charity, but I love connecting people and using advocacy to drive change. It’s an enormous privilege to be part of this work, which brings new perspective and purpose to my own life. I would encourage everyone to find something they’re interested in and get involved. 

JA: Purpose is something you talk about in your latest book, “A Better Second Half”, particularly in relation to getting older. Can you tell us more?

LE: We know that passion and purpose really help to create longevity and quality of life. Having a reason to get up every day, a point to life, is essential for our mental and physical health. For those of us building businesses, raising families, or who are in position to think about philanthropy, I think we need to feel that there’s a point to it all. I don’t want to get to the end of my life and think, “was that it?” 

And it’s increasingly important as we age. We’re all likely to face difficult live events, so how can we build the resilience and strength to carry on and be better for it? Finding ways to make a difference can help. It’s also about focusing on your ‘health span’ – living well, not just longer, with as many healthy years as possible. For women, of course, addressing the decline in hormones around the menopause is particularly important. 

JA: Finally, what advice would you give the next generation of female entrepreneurs?

LE: For anyone who is self-employed, you are your number one asset, so you must invest in yourself. Self-care isn’t selfish – we need to help ourselves so we can help others. Sleep is a superpower, which should be prioritised more than anything, because how can you make a good decision without it? Look after your gut, get outside in the daylight and connect with nature. 

And going back to my previous point on purpose, try to find what brings you joy. I once interviewed the late Anita Roddick, founder of The Body Shop, and asked her about the secret to her success. She answered, “Passion! Passion persuades, never forget that.” And it has stuck with me. Finding your niche, your true passion, has an authenticity to it, as it’s hard to fake. It’s also infectious, and make others instinctively want to join in with you. I think those are very valuable attributes when it comes to business and personal success.

Related articles