Meet Wendy Martin, the founder of Counter Culture, who joins us this week to share her powerful journey from a fast-paced corporate e-commerce career to building one of the UK’s leading sustainable beauty platforms - all sparked by a deeply personal turning point.

What began as a life-changing event became the catalyst for Counter Culture: a curated destination for ethical beauty and wellness brands that put planet, people, and transparency first. Wendy opens up about how grief inspired radical change, and why she’s now on a mission to make sustainability mainstream in beauty.

We dive into the rise of purpose-led influencers, the game-changing potential of live shopping, and how Counter Culture is empowering a new generation of conscious consumers and brands. Plus, Wendy shares what’s next for the platform - from deepening partnerships to scaling impact across the UK and beyond.

If you're a female founder in beauty, wellness, or any purpose-led space, this episode is filled with insight, resilience, and practical inspiration for building something that truly matters.

Explore Counter Culture:
Website: https://www.counterculturestore.co.uk
Instagram: @counterculturestore
Facebook: facebook.com/counterculturestore
TikTok: @counterculturestore

Listen, subscribe, and share with a fellow founder, change-maker, or beauty lover on their own conscious business journey.

What’s one personal moment that sparked your biggest professional shift?
Drop us a comment and join the conversation with our vibrant community of values-led women.

If you are a female founder and interested in being featured in the near future please contact lucy@ecrubox

Meet Wendy Martin, the founder of Counter Culture, who joins us this week to share her powerful journey from a fast-paced corporate e-commerce career to building one of the UK’s leading sustainable beauty platforms - all sparked by a deeply personal turning point.

What began as a life-changing event became the catalyst for Counter Culture: a curated destination for ethical beauty and wellness brands that put planet, people, and transparency first. Wendy opens up about how grief inspired radical change, and why she’s now on a mission to make sustainability mainstream in beauty.

We dive into the rise of purpose-led influencers, the game-changing potential of live shopping, and how Counter Culture is empowering a new generation of conscious consumers and brands. Plus, Wendy shares what’s next for the platform - from deepening partnerships to scaling impact across the UK and beyond.

If you're a female founder in beauty, wellness, or any purpose-led space, this episode is filled with insight, resilience, and practical inspiration for building something that truly matters.

Explore Counter Culture:
Website: https://www.counterculturestore.co.uk
Instagram: @counterculturestore
Facebook: facebook.com/counterculturestore
TikTok: @counterculturestore

Listen, subscribe, and share with a fellow founder, change-maker, or beauty lover on their own conscious business journey.

What’s one personal moment that sparked your biggest professional shift?
Drop us a comment and join the conversation with our vibrant community of values-led women.

If you are a female founder and interested in being featured in the near future please contact lucy@ecrubox