Lucie Macleod’s personal net worth has not been publicly disclosed. What is known are her business figures: her company Hair Syrup made £6.5 million in revenue last year and is forecast to exceed £10 million this year, according to The Sun’s October 2026 feature. As the founder of a fast-growing private company, her personal wealth is tied to the value of her stake in the business, but no credible outlet has published an audited personal net-worth estimate.
Lucie Macleod turned a lockdown kitchen experiment into one of Britain’s most exciting beauty brands. The Welsh founder of Hair Syrup rejected the Dragons, made the Forbes 30 Under 30 list and is now taking her hair oils to America. This profile covers her biography, business figures and what comes next.
Who Is Lucie Macleod?
Lucie Macleod is a Welsh entrepreneur and the founder of Hair Syrup, the TikTok-born hair oil brand. Now 27 and from Pembrokeshire, West Wales, she started the business while studying English at the University of Warwick. After years of bleaching and backcombing had left her hair damaged, she began researching hair oiling and mixing her own formulas in her university kitchen during the 2020 lockdown.
A two-minute TikTok video about her hair transformation went viral, and viewers began asking to buy her homemade remedy. What started as egg yolk and mashed avocado experiments became a commercial brand built on natural, cruelty-free ingredients.
Quick Facts
| Detail | Information |
|---|---|
| Full name | Lucie Macleod |
| Age | 27 |
| Hometown | Pembrokeshire, West Wales |
| Brand | Hair Syrup (founded 2020) |
| Recognition | Forbes 30 Under 30 (2026) |
| Personal net worth | Not publicly disclosed |
Lucie Macleod Net Worth: Business Figures Explained
It is important to separate business revenue from personal net worth. Hair Syrup’s reported figures are strong: £4.5 million turnover with £1.4 million post-tax profit at the time of her Dragons’ Den pitch, £6.5 million revenue last year, and a forecast of more than £10 million this year. The business employs 17 people and is stocked in Boots, ASOS, Beauty Bay and Urban Outfitters, with a Target US nationwide launch in September 2026.
One low-authority site estimates a personal net worth of £10 million to £20 million, but this appears to confuse company valuation with personal wealth and should not be treated as reliable. As a private company founder, her actual net worth depends on her ownership stake, drawings and personal investments, none of which are public.
The Dragons’ Den Rejection
In January 2025, Macleod appeared on Dragons’ Den seeking £190,000 for a 3 per cent stake. After a gruelling three-hour grilling, with one uncomfortable offer from Touker Suleyman that was later withdrawn, she walked away empty-handed. The rejection became a redirection: in the six weeks after the episode aired, Hair Syrup’s sales grew 66 per cent, and the brand went on to become a TikTok phenomenon.
Why Hair Syrup Worked
- Authentic origin: A genuine personal problem, solved on camera, built instant trust.
- TikTok-native marketing: Viral videos did the work of a traditional advertising budget.
- Clean positioning: Natural, cruelty-free ingredients at an accessible price point.
- Retail expansion: From direct-to-consumer to Boots, ASOS and now Target in the US.
Readers interested in hair care routines may enjoy our guide to hair oil versus leave-in conditioner, which breaks down how oils fit into a healthy hair routine.
The Hair Syrup Product Range
Hair Syrup’s range has grown from a single homemade oil into a full haircare line. The products centre on pre-wash oils, leave-in treatments and buttercreams, supported by accessories such as brushes and scrunchies. The brand’s positioning is consistent: natural, cruelty-free ingredients at accessible prices, sold direct and through major retailers.
The pre-wash oil category, which Macleod pioneered for a mass audience, has since been copied across the industry. Her first-mover advantage, combined with TikTok-native marketing, is what turned a kitchen remedy into a retail brand stocked in Boots and, from September 2026, Target stores across the United States.
Founder Lessons from Lucie Macleod
- Start with a real problem: Her damaged hair was the product’s origin story and its marketing.
- Let the audience pull: She only started selling after viewers begged to buy.
- Rejection is redirection: The Dragons’ Den pass preceded a 66 per cent sales surge.
- Stay independent: Keeping full control let her make decisions aligned with the brand’s values.
- Scale carefully: From direct-to-consumer to Boots, ASOS and Target, each step funded the next.
For beauty entrepreneurs, her story is a case study in building without venture capital or television investment. The Sun’s October 2026 feature framed her as proof that a bright idea, executed consistently, can become a £10 million business.
What’s Next for Hair Syrup
The Target US launch is the biggest test yet: American mass retail on a national scale. If it succeeds, Hair Syrup joins the small group of British beauty brands to crack the United States. With 17 employees and a forecast turnover above £10 million, Macleod is building the infrastructure for that leap.
Hair Oiling: The Trend She Rode
Hair oiling has roots in South Asian beauty traditions going back centuries, but Macleod was among the first to package it for a Western mass audience via TikTok. Her pre-wash oil method, applying oil before shampooing to protect the hair shaft, turned an old practice into a viral routine.
The trend she rode has since become a full category, with high-street brands launching their own pre-wash oils. Her first-mover advantage, authentic origin story and consistent TikTok presence are what kept Hair Syrup ahead of the imitators. For beauty readers, her routine remains the reference point for the category.
Our guide to hair oil versus leave-in conditioner breaks down how oils like hers fit into a complete routine.
The Team Behind Hair Syrup
Hair Syrup now employs 17 people, a significant operation for a brand that began in a university kitchen. That team covers everything from formulation and production to the TikTok content engine that drives sales. Macleod’s role has evolved from mixer-in-chief to chief executive, a transition many founder-led brands struggle with.
Her ability to scale the team while keeping the brand’s authentic voice is a key reason the business has sustained its growth from £4.5 million to a forecast £10 million plus.
The Pembrokeshire Roots
Macleod’s story began in Pembrokeshire, Wales, where she grew up before moving for university. Her Welsh roots are part of her brand’s authenticity: a founder who built a beauty empire from a student kitchen rather than a London networking scene. She has spoken about the pride of building a major business from outside the capital, and her success is a case study in how social media has democratised the beauty industry’s geography.
Frequently Asked Questions
What is Lucie Macleod net worth?
Her personal net worth has not been publicly disclosed. Her company Hair Syrup made £6.5 million last year with a £10 million forecast, but business revenue is not the same as personal wealth.
How old is Lucie Macleod?
She is 27, from Pembrokeshire in West Wales.
What happened on Dragons’ Den?
She pitched in January 2025, asking for £190,000 for 3 per cent of Hair Syrup. All six Dragons passed, but sales surged 66 per cent in the weeks after the episode aired.
Where is Hair Syrup sold?
Boots, ASOS, Beauty Bay, Urban Outfitters, Lookfantastic and the Hair Syrup website, with a Target US launch in September 2026.
Is Lucie Macleod on the Forbes 30 Under 30 list?
Yes. She was named to the Forbes 30 Under 30 list in 2026.
How did Hair Syrup start?
She began mixing hair oil formulas in her University of Warwick kitchen during the 2020 lockdown after damaging her hair with bleach. A viral TikTok video turned the remedy into a business.