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

In this week’s episode, founder of Calla Shoes, Jenny Bailey, shares how she’s redesigning the footwear industry - and her own life - by creating stylish, pain-free shoes for women with bunions. What started as a personal challenge has become a game-changing brand worn by thousands of women worldwide, including Oprah herself.

From going viral on social media, to winning a coveted spot on Oprah’s Favorite Things, Jenny opens up about reinventing her career, the power of customer-driven design, and why the future of fashion must be more inclusive. We also dive into her thoughts on AI, entrepreneurship, and how she’s using innovation to put comfort and confidence back on the table for women everywhere.

If you're a female founder in fashion, wellness, or any purpose-led space, this conversation is packed with inspiration and practical insight to help you turn your biggest challenge into your boldest solution.

Explore Calla Shoes:
Website: https://callashoes.co.uk
Instagram: @callashoes
Facebook: facebook.com/callashoes
TikTok: @callashoes
Pinterest: @callashoes

Listen, subscribe, and share with a fellow founder or fashion lover ready to take her next bold step.

What’s the boldest pivot you’ve ever made?
Drop us a comment and join the conversation with a community of like-minded women.

In this week’s episode, founder of SKN TO SKN, Sara Stokes, shares how she’s disrupting the skincare industry, scaling a purpose-led brand, and rethinking skincare testing with a strong focus on women’s health, especially for pregnant mothers. Clean, effective, inclusive skincare is no longer optional – it’s essential.

From launching a purpose-led beauty brand to getting stocked in Boots, Sara opens up about the boldest move she’s made, the best advice she’s ever received as a founder, and what it truly takes to grow a brand that stands out. If you’re a female entrepreneur in the beauty, wellness, or startup space, this episode is packed with empowering insights to fuel your next move.

Explore SKN TO SKN:

Website: ⁠⁠https://skntoskn.com/

Listen, subscribe, and share with a fellow founder or beauty lover ready to take her next bold step.

What’s the best advice you’ve ever received?

Drop us a comment and join the conversation with a community of like-minded women.

In this week’s episode, founder of SKN TO SKN, Sara Stokes, shares how she’s disrupting the skincare industry, scaling a purpose-led brand, and rethinking skincare testing with a strong focus on women’s health, especially for pregnant mothers. Clean, effective, inclusive skincare is no longer optional – it’s essential.

From launching a purpose-led beauty brand to getting stocked in Boots, Sara opens up about the boldest move she’s made, the best advice she’s ever received as a founder, and what it truly takes to grow a brand that stands out. If you’re a female entrepreneur in the beauty, wellness, or startup space, this episode is packed with empowering insights to fuel your next move.

Explore SKN TO SKN:

Website: ⁠⁠https://skntoskn.com/

Listen, subscribe, and share with a fellow founder or beauty lover ready to take her next bold step.

What’s the best advice you’ve ever received?

Drop us a comment and join the conversation with a community of like-minded women.

In this episode of Her Next Move, Heather is joined by the brilliant Madeleine Macey, CEO of ⁠Skydiamond⁠ - the revolutionary brand creating diamonds from the sky

Madeleine shares the truth about navigating your next chapter, the advice she’d give her younger self, and the unforgettable moment at Paris Fashion Week that left people physically recoiling - and why it speaks volumes about the industry today.

Expect bold insights, vulnerability, and inspiration for anyone standing at a crossroads.

Explore Skydiamond:

Website: ⁠skydiamond.com⁠

Instagram: ⁠@skydiamond_⁠

Listen, subscribe, and share this episode with someone who’s ready to take their next move.

We want to hear from you! What advice would you give to your younger self?

Drop us a comment and join the conversation.

In this episode of Her Next Move, Heather is joined by the brilliant Madeleine Macey, CEO of ⁠Skydiamond⁠ - the revolutionary brand creating diamonds from the sky.

Madeleine shares the truth about navigating your next chapter, the advice she’d give her younger self, and the unforgettable moment at Paris Fashion Week that left people physically recoiling - and why it speaks volumes about the industry today.

Expect bold insights, vulnerability, and inspiration for anyone standing at a crossroads.

Explore Skydiamond:

Website: ⁠skydiamond.com⁠

Instagram: ⁠@skydiamond_⁠

Listen, subscribe, and share this episode with someone who’s ready to take their next move.

We want to hear from you! What advice would you give to your younger self?

Drop us a comment and join the conversation.