Five years ago, salon owner Suzie and her daughter Olivia decided to launch Moo & Yoo – a haircare brand with a mission: to create luxurious, sustainable products that are gentle on both the skin and the planet. Fed up with the harsh chemicals and plastic waste from conventional salon products, they combined Suzie’s 20 years of industry expertise with Olivia’s business acumen and eco-consciousness. The result? One of Scotland’s most innovative and beloved haircare brands. Here, Suzie tells us more about how they got Moo & Yoo off the ground, the challenges they faced, and their vision for the future of sustainable beauty.
When did you first get the idea and what made you start Moo & Yoo?
Moo & Yoo’s journey began over five years ago in my salon in Edinburgh. I became frustrated that the products I used daily to achieve salon-quality results were causing harm, not only to my skin but also to our planet. I was tired of harsh chemicals and frustrated by the endless plastic waste and I knew there had to be a better way. This led to a partnership with my daughter Olivia, who had recently completed a business studies degree and whose creativity and eco-consciousness perfectly complemented my professional expertise.
What was it like in the beginning?
In the beginning, launching Moo & Yoo was challenging yet exciting. I would describe it as being on a rollercoaster with many highs and lows! We faced the steep learning curve of creating a brand from scratch, especially in an industry dominated by large, established players. We got help from local business development programs, friends who had their own businesses became mentors, and we also liaised with sustainability experts to make sure our products met high ethical standards.
What were the biggest challenges when you were starting out?
We faced a lot of challenges due to our inexperience, and it was definitely a steep learning curve. Our first hurdle was finding the right chemist and sourcing high-quality, sustainable ingredients that matched our values. Once we achieved that, building brand recognition in a competitive market was our next big challenge. As a small business, we had to manage everything ourselves—from product development to marketing—which was overwhelming at times.
How have you found starting a beauty brand in Scotland?
Starting a beauty brand in Scotland has been really rewarding. On the positive side, Scotland’s growing eco-conscious consumer base aligns well with Moo & Yoo’s mission. The close-knit entrepreneurial community in Scotland has also been supportive. However, challenges include navigating a market that is smaller than those in larger cities and countries, which can limit immediate growth opportunities.
When did the business start getting traction?
We really started to gain traction when Moo & Yoo products were picked up by some key stockists known for their support of sustainable brands. Targeted marketing, especially on Google and social media, helped raise awareness and build a loyal customer base. We were thrilled to get some amazing PR early on, with articles in Forbes, Harper’s Bazaar, and Vogue giving us a big boost. Partnerships with eco-friendly retailers and positive word-of-mouth also played crucial roles in our growth.
How have you found breaking into the haircare market?
Breaking into the haircare market required Moo & Yoo to differentiate ourselves through our commitment to sustainability and the use of natural ingredients. We strived to stand out by offering a premium, ethical alternative to conventional haircare products. Staying relevant has involved continuous innovation, listening to customer feedback, and maintaining transparency about our products’ environmental impact.
What does an average day look like for you now?
An average day involves a mix of product development, business management, marketing, and customer engagement. Olivia and I spend a large amount of time handling business operations, including liaising with suppliers, managing inventory, and planning marketing campaigns. Customer interaction, whether through social media or direct communication, is also a key part of our daily routine.
If you could go back and give yourself one piece of advice when you were starting out, what would it be?
I would encourage myself to remain flexible and be open to pivoting when needed. COVID-19 hit six months into business and we had to pivot quickly from a salon and retail brand to a completely online brand very quickly.
Tell us about working as a mother-daughter duo?
Working as a mother-daughter duo has been an amazing journey but of course we have had our challenges. Our strong bond and shared vision have really been key to our success. I feel we balance each other’s strengths and bring different things to the table, which helps in decision-making and creativity. However, like any family business, we have had to navigate issues and put boundaries into place when we talk about business too much in front of the rest of the family!
What are you looking forward to in the brand’s future?
We are most excited about expanding our product range and exploring new markets. We are currently going through the BCorp process and we continue to innovate with sustainable ingredients and packaging. We can’t wait to carry on promoting eco-friendly hair and beauty in the industry.
Who are some Scottish female entrepreneurs you are inspired by?
Jamie Genevieve, who launched her fabulous cosmetics brand VIEVE in 2020, is a major inspiration for us. Her knack for personal branding and building a loyal, supportive community is something we’ve learned so much from. Plus, her modern and inclusive take on beauty is something we absolutely admire.
We’re also hugely inspired by Shaf Rasul, a trailblazer in the tech industry. She’s made incredible strides as a female entrepreneur in a highly competitive, male-dominated field. Her success has opened doors for other women in tech and business. From her, we’ve learned the value of looking ahead, staying persistent, and being adaptable.
What’s one piece of advice you would give to women in Scotland who want to start a business?
Our advice to women in Scotland who want to start a business is to believe in their vision and not be afraid to take the leap. It’s important to seek out mentors, make use of local resources, and build a network of support. Staying passionate and resilient, especially in the face of challenges, is crucial.
Visit mooandyoo.com.
