Scaling fast can cost a brand what matters most…

Your connection to community.

So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable.

In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone.

This week on the podcast, Colette sits down with Paul to share how she and her team built a $100M+ skincare brand in just six years without sacrificing their core values. Colette’s insights are gold for any brand builders who want to scale while staying true to their brand ethos.

(Aka, all of you.)

Hit play to discover how to:

• Build on Transparency, Not Tricks: When The Inkey List launched, ingredient lists were unheard of on beauty websites. Colette set out to empower consumers with straightforward education, not marketing magic. Learn how this no-BS approach created a fiercely loyal community.

• Turn Shortcuts Into Long-Term Wins: Fast growth can tempt brands to cut corners. Colette reveals what not to do, from outsourcing field teams to chasing fads, and why the real ROI comes from genuine human connections – like chatting with customers over a glass of wine on Instagram Live.

• Find The Right Advocates, Not Just The Loudest Ones: From gifting to nurturing grassroots Advocacy, Colette shares how The Inkey List has built a global community of creators, retail associates, and superfans. The key? Relentless focus on education and shared values.

• Educate Everywhere, At All Touchpoints: Whether it’s a TikTok, packaging, or a QR code on a store shelf, Colette breaks down how to make every customer interaction a moment of learning; and why that builds enduring Brand Advocacy.

This is your sign to stop chasing the next trend.

Instead, scale with purpose. Build a community that believes in your brand. Nail the basics, to turn your mission into a movement.

Rate & review Building Brand Advocacy:

• Apple Podcasts

• Spotify

Connect with Colette:

• On LinkedIn

• On Instagram

• On The Inkey List’s Instagram

• On The Inkey List’s TikTok