How To Build A Beauty Brand - Setting Up Socials is Boring But Necessary

I almost didn’t write this because it’s so dull. But trust me - it’s essential. If you’ve ever read my advice on starting a business with the exit in mind, this is the practical follow-up. In my new book proposal, I go one level deeper: decide now if you want to sell your business for £1, £10M or £100M - then build your operating systems accordingly.

One of your most valuable systems? Social media. Your social accounts are more valuable than your product — they’re the storefront, the pitch deck, and the brand equity all in one. Especially if you're building a consumer-facing brand. So don’t leave it to the intern.

After 15 years of chaos - accounts hacked, passwords lost, emails unrecoverable, staff leaving with logins — I’ve learned (painfully) what not to do. For my new business, I set everything up properly. Here's the exact checklist I used: