$100M BRAND STORY

How Hair Syrup Used TikTok to Get Into Superdrug

What started as a DIY hair oil mix in a student kitchen has grown into one of the UK’s breakout hair care brands. Hair Syrup, founded by Lucie MacLeod in 2020, taps into the booming pre-wash treatment category with a line of colorful, botanical-infused scalp and hair oils.

The real headline? Hair Syrup bootstrapped its way from TikTok virality to national retail partnerships with Superdrug, ASOS, and Urban Outfitters—all without outside capital.

Are They Funded or Bootstrapped?

Hair Syrup is entirely bootstrapped. Lucie started the business with just £600 while studying at the University of Warwick. The brand scaled without any external funding, proving that a lean, social-first approach can drive meaningful profitability. In a YouTube interview, she explains how her early TikTok posts about homemade hair oils went viral, leading to overwhelming demand and inspiring her to formalize the product.

Their Origin Story

Hair Syrup is proudly bootstrapped. In her interview with the University of Warwick, Lucie shared how the business took shape entirely from organic traction. No VC backers, no crowdfunding—just one viral TikTok, a wave of DMs asking to try her oils, and a founder who didn’t ignore the signs.

The company continues to operate independently while scaling through retail and TikTok Shop, keeping profit margins and operational control close to home.

Core Customer Base

Hair Syrup’s loyalists are mostly Gen Z and Millennial women, focused on hair health, scalp care, and ingredient transparency. These are customers who prioritize natural formulas, love the ritual of self-care, and are TikTok-first shoppers.

Lucie built the brand in public on social media—speaking directly to this audience, showcasing real results, and demystifying the science behind hair oils. The brand’s playful but educational tone resonates deeply with those tired of overly clinical or opaque beauty brands.

How Did They Grow So Sustainably? (P&L View)

Three levers stand out:

1. TikTok as a CAC Engine: Instead of paid ads, Hair Syrup rode the TikTok virality loop—going from one-off content to building a 260K+ following. Every piece of content doubled as community-building and conversion.

2. Retail Timing: They didn’t chase wholesale early. Lucie waited until Hair Syrup had proven demand and brand heat—then landed with Superdrug, ASOS, and Urban Outfitters, leveraging existing social proof to negotiate better terms.

3. TikTok Shop: The brand is a case study in the TikTok Shop growth playbook, with seamless social-to-purchase flow, leveraging affiliate creators, live selling, and trend-jacking.

Key Milestones

• 2020: Hair Syrup launches from Lucie’s university kitchen at the University of Warwick.

• 2021: A single viral TikTok kicks off a wave of demand, sparking sustained organic growth.

• 2022: TikTok following surpasses 100K; the brand gains momentum purely through social traction.

• 2023: Hair Syrup lands retail partnerships with Superdrug, ASOS, and Urban Outfitters.

• 2024: Follower count crosses 260K; brand is featured in ELLE, Grazia, and Business Insider.

Influencer Marketing Mix

Hair Syrup’s influencer strategy is rooted in relatability > celebrity. The brand activates micro and mid-tier creators—especially those sharing hair journeys (curly, coily, post-partum hair loss)—rather than relying on A-list names.

Key tactics include:

• UGC-heavy launches for new oil blends

• Affiliate marketing via TikTok Shop

• Duet campaigns where creators react to others' Hair Syrup content

Their Marketing X-Factor

Hair Syrup doesn't just sell product—it sells a ritual. Every touchpoint, from the colorful branding to the lush product names like “Rapunzel” and “Watermelon Milk,” makes pre-wash feel indulgent, not clinical.

Lucie’s direct presence—sharing challenges, product drops, and behind-the-scenes content—adds authenticity. It's less “brand marketing,” more founder-led community-building.

Their site HairSyrup.co.uk balances bright aesthetics with clear, benefits-led messaging—turning education into conversion.

Takeaways for Wellness Operators

1. Bootstrapping isn't a limitation if you're fluent in social storytelling. TikTok gave Hair Syrup free CAC and real-time customer feedback.

2. Timing retail partnerships matters. Validate demand first, then use traction to drive retailer interest—not the other way around.

3. Pre-launch content = market research. Lucie’s early TikToks helped her refine product names, benefits, and packaging before the official launch.

4. Go all in on one channel. Hair Syrup picked TikTok, and it paid off. Trying to win on 5 platforms early dilutes brand voice and focus.