Scaling Founder-Led Brands from £2M to £20M+ (ft. Elizabeth Williams)

In this episode, Tom Griffiths is joined by Elizabeth Williams, a highly experienced scale-up specialist with decades of leadership experience across cosmetics, beauty, supplements, and luxury brands. Elizabeth shares her journey from working with global names such as Estée Lauder, Revlon, and Shiseido to advising founder-led businesses on how to scale from low single-digit millions to £20m+ and beyond.

The conversation explores what early-stage founder businesses often look like at the £2–5m revenue mark — typically driven by strong product ideas and social traction, but lacking the leadership structure, financial planning, and investment mindset required for sustainable growth. Elizabeth explains that many founders underestimate the level of investment needed to scale, particularly in marketing, senior talent, and operational discipline.

Using real-world examples from her career, including the rapid scale-up of a supplements brand from under £1m to £10m in just two and a half years, Elizabeth highlights the importance of identifying a clear USP, changing market narratives, and being willing to spend money to unlock growth. She challenges the common belief that businesses can scale purely through word of mouth or organic traction, stressing that intentional marketing investment is essential.

A major theme of the episode is people — hiring experienced leaders, building the right senior team, and balancing creative marketing ambition with strong financial control. Elizabeth emphasises the value of robust financial forecasting and collaboration between CFOs, marketers, and founders to support confident decision-making.

Finally, the discussion touches on legacy, purpose, and responsibility within the luxury and cosmetics industries, particularly the role these sectors can play in supporting women and underrepresented groups. Elizabeth shares her belief that truly great brands are built not just for exit, but with long-term impact in mind.

Contact Elizabeth here: https://uk.linkedin.com/in/elisabeth-williams-452b7053