Meet Meg Gordon, a co-founder on a mission to make stretch marks impossible to ignore, in the best possible way. Striā Lab, is the world’s first true stretch mark specialist, bringing clinical credibility to one of skincare’s most universal yet overlooked concerns.
Their pioneering approach didn’t go unnoticed when they became part of the first Breakout Beauty UK cohort. At the Finale, Striā Lab won the Innovator Award, a testament to the industry changing vision they are bringing to a space long overdue for disruption.
We sat down with Meg to ask about her biggest challenges building Striā Lab, advice for any aspiring founders and unpopular opinions about the beauty industry.
What do you do and why is it great?
We tackle one of skincare’s most ignored yet universal concerns – stretch marks – with science-backed solutions that help every body feel confident, supported, and celebrated through change.
What’s the ambition for the company?
To become the name people instantly think of when they think stretch marks.
What is your brand’s unfair advantage?
We’re the first true stretch mark specialists, combining clinical credibility with a singular focus no generalist beauty brand can match.
What’s one hack, tip or secret you’d pass on to other founders in your sector to scale?
Set up guarantee or commission-based agreements with marketing specialists. Too many brands get sold the dream and end up disappointed – if they won’t back themselves, why should you back them?
What are the biggest challenges in being a founder in your sector?
Breaking through an overcrowded beauty market on a limited marketing budget – only brands that solve a real, meaningful problem can truly stand out.
How did Breakout Beauty UK change the direction of your business?
It showed me the brand’s potential was far bigger than I’d imagined, gave me access to an invaluable network and gave me the confidence to go all in.
What does no one tell you about being a founder?
You don’t just run the business – you live and breathe it. Every win and every setback feel deeply personal.
What one piece of advice would you give to any founder starting a business?
Enjoy the journey, be kind to yourself and stay true to your values.
What’s your unpopular opinion about the beauty industry?
So many products are interchangeable. Most routines could be stripped right back to a few essentials without losing results.
What do you do differently to most founders in your space?
I haven’t invested in social media to date. Instead, I’ve focused on understanding exactly where sales were really coming from and doubled down on what actually converted.
What’s one decision you made early on that changed everything (good or bad)?
Choosing to work with people and agencies who believed in the brand and were willing to grow with it, rather than charging big fees before the foundations were in place.
What do you do to handle stress, overload or burnout?
I lean on the people around me and let myself be supported instead of trying to carry everything alone. I also talk openly about it – you’d be surprised how many people are in the same boat.
Recommendations
📚 The one book you’d recommend to founders: The No Bullshit Strategy by Alex Smith. A light yet actionable guide to strategic thinking for early-stage entrepreneurs or marketers.
🎙️ The one podcast you’d recommend to founders: How I Built This by Guy Raz. No matter the founder or the category, I always come away with something I can apply to my own business. It’s also really reassuring to hear about their early-stage challenges and realise you’re going through many of the same things.
Where to find Striā Lab
Watch Meg’s pitch at the BBUK Finale below 👇
