S10: Challenging the conventional by curating beauty, with Alexia Inge, co-founder of Cult Beauty

How do you build a business by challenging the conventional? In this episode, Alexia Inge shares her lessons as she recounts her story building the online beauty empire Cult Beauty.Growing up in a village in Somerset, Alexia’s background in the fashion and PR world gave her an insight into an industry that had always previously been dominated by much larger brands. But it was whilst recovering from a serious car accident that Alexia came up with a plan for a one stop online shop selling the best beauty products that actually worked.Cult Beauty was built by women for women and in this episode, Holly meets a kindred spirit who shares many of the same experiences - from building an online brand with no tech background to their personal lessons on raising funds. Not only does Holly and Alexia’s conversation shine a light on the importance of community and the power of small, it’s a real celebration of female founders. Enjoying listening to these unfiltered chats? It's worth following Holly Tucker MBE and Holly & Co on Instagram, and subscribing to our weekly newsletter on our website, where Holly downloads her thoughts, and exclusively shares small business finds and topical, 'ungoogleable' business advice.