Where Are They Now: Laura Rudoe, Founder of Evolve Organic Beauty

Since its launch in 2018, the LDC Top 50 Most Ambitious Business Leaders programme has celebrated hundreds of exceptional individuals. In this series, we reconnect with some of our alumni to discover where their growth journeys have taken them, the impact of being part of the programme, and what their ambitions look like today.

Laura Rudoe founded Hertfordshire-based Evolve Organic Beauty in 2009, pioneering clean, clinically proven skincare from their wind-powered eco studio. “I believe companies should do good as well as doing well,” she says.

Since appearing in The LDC Top 50 in 2023, Evolve has partnered with Whole Foods in the US and is now stocked in 390 stores across the country. “We were the only brand selected for a national rollout at the time. It was a huge moment for us,” she says.

The company has also expanded into luxury spas, including the Four Seasons Maldives and The Nici hotels, and recorded its strongest year yet. “We’ve won 186 industry awards but we’re still an independent challenger brand with plenty of room to grow.”

What’s the most valuable lesson you’ve learned in recent years?

Despite having an MBA from Harvard, I’m a big believer that there’s always more to learn. Last year I completed the Goldman Sachs 10,000 Small Businesses programme, which prompted me to rewrite our business plan and create a new three-year vision. We’d already exceeded many of our original goals, so it was a great opportunity to step back, identify new growth opportunities and think more strategically about the next phase of the business.

How has your leadership style evolved as the company has grown?

When I started Evolve, I’d never managed a team. Today, the business employs 35 people and I have ten direct reports. Over time, I’ve developed my own leadership style: a heart-centred, female approach that combines compassion with high standards. I’ve worked hard to create a blame-free culture where people feel safe to take risks, learn from mistakes and give honest feedback.

What’s been your biggest challenge over the past few years?

It feels as though every year since 2020 has brought a new challenge, from Covid and Brexit to inflation and rising costs. Most recently, rising costs created real headwinds just as we were launching into Whole Foods and made it difficult to get products into the hands of influencers and journalists. We’ve since opened a logistics hub in Rhode Island and partnered with a US PR agency to support our growth. Whatever new challenges come along, nothing will stop us!