Welcome to Failings of a Female Founder
I’m Jasmine, a founder of three businesses and mum to two boys. I’ve been in the beauty industry for almost two decades. I’ve worked with the best brands in the world and launched my own award-winning skincare line, Faace, in 2020 (recently securing 3 Dragons in the famous Den). I also set up a communications agency 7 years ago, Known, and we work with leading brands to start-ups on all aspects of the communications sphere.
On paper, things are great. And personally, I hit the jackpot. But professionally, it’s a rollercoaster and this is my outlet. Providing real life insights into what it’s like running two businesses full time, with two kids in tow. Sharing my mistakes to help you succeed. Follow my relatable, dear diary style conversation, that might make you feel better about your own business/daily/parenting struggles. And also, you might learn a thing or two in the process.
A bit more on my journey…
I set up my first business by accident when my Dad was dying. I loved my job at a top global agency, but was struggling with the commute to London from Brighton, and then to Eastbourne to see my Dad. So when the opportunity for me to take voluntary redundancy arose, I took it.
My husband Dan is a designer, and my sister a lawyer and they created my business, Known.
Through my network, I was able to acquire three well established business as my first clients. But then after two years of trying for a baby, I fell pregnant. So, I had to bring in a team, and therefore set up a proper infrastructure in the business, so I could let these clients know, I was pregnant (not that I took maternity leave, but I’ll discuss that another time).
A year later, recognising I had this amazing team around me - beauty journalists, skin experts, aromatherapists, and with Dan’s design skills we created skincare brand, Faace. After two years in development Faace launched to high praise, and a month later, Covid hit.
Today, Known is an established agency, filling a market gap for a more dynamic model. We understand what it’s like being a growing brand (as we are one), and so provide flexible services from PR and design, to social and Amazon, all tailored to the evolving needs of growing businesses. Our current clients include the likes of Miller Harris fragrance, Faith In Nature personal care and Omni pet.
Faace was launched in 2020 as the first does-what-it-says skincare range with your skin (and life) cycles in mind. It takes a unique approach to skincare by focusing on lifestyle and hormonal cycles rather than traditional skin types
Over five years, Faace has entered 70 global retailers - including Liberty, Harrods, Neiman Marcus, Selfridges and Cult Beauty - and garnered 13 prestigious awards from the likes of Elle, Marie Claire, and Woman & Home. I was a regular presenter on QVC, and in 2024, I took Faace to BBC’s Dragon’s Den, securing backing from three dragon investors. Recently, I made the difficult decision to sell Faace, which is currently being acquired by a multi beauty brand business owner.
Why I launched this Substack
My strength lies in my dual identity as both a brand creator and a brand strategist. I am passionate about mentorship and launched this Substack, Failings of a Female Founder to share candid insights into the challenges of managing multiple businesses, whilst being a mother of two sons (Frank 7, Rudy 2), sharing lessons from my 'fails,' with the aim of helping others succeed.
I am a regular on industry panels and podcasts, and have been featured in the likes of Forbes, The Sun, Start-ups Magazine, Cosmetics Business, Elle, Grazia and Glamour. In 2022 and 2023, I was recognised in the Natural Products News ‘Who’s Who of Natural Beauty’, sitting alongside brands including Weleda and Neal’s Yard, voted for by industry insiders.
Find me online
My IG: instagram.com/jas_ws/
Known agency website: known-community.com
Faace skincare: wearefaace.com
If you’d like one-to-one support consider becoming a paid subscriber
I share weekly free posts however there are additional one-to-one consultancy benefits I provide for paying subscribers…
Subscribe for free to get weekly posts directly in your inbox.
Support my work with a paid subscription that gives you access to content to help develop your own business and brand (personally and professionally).
Founding members can also receive one-to-one support.
To find out more about the company that provides the tech for this newsletter, visit Substack.com.
