Laura Rudoe on Building a Business That Evolves With You
When I first set out on my career journey, I never imagined I’d become an entrepreneur. At Harvard Business School, I skipped most of the entrepreneurial classes because I thought that path wasn’t for me. But life has a way of surprising you. Today, as the founder of Evolve Organic Beauty I’ve spent more than 15 years building values-driven beauty brands that now sell worldwide.
Along the way, I’ve learned lessons that I think many women in business might find useful — whether you’re just starting out or deep into your own entrepreneurial journey.
1. You Don’t Have to Have It All Figured Out
When I launched my business back in 2008, it was during the financial crisis and I got pregnant with my first child the same month (he is now in 6th form!!). Not exactly “perfect timing”! But sometimes, if you wait until the stars align, you never start. I didn’t have all the answers, but I had a clear vision: to make beauty products that were organic, effective, ethical and accessible.
The truth is, you rarely feel ready. What matters is taking that first step and learning along the way.
2. Small Steps Create Big Change
The name Evolve came from my belief that progress happens in small, consistent steps. That philosophy shaped both the brand and my approach to business. Instead of asking people to make drastic lifestyle changes, I wanted to make it easier for them to choose greener, healthier options every day.
It’s the same in entrepreneurship: tiny adjustments — refining a process, listening to customer feedback, testing new ideas — add up over time to create real momentum.
3. Reinvention Is Part of Growth
Between 2008 and 2015, Evolve was a very small operation. We outsourced manufacturing and often struggled to gain traction. Honestly, there were many moments of self-doubt and lots of mistakes made along the way.
Things only started to shift when we set up our own eco-studio in Hertfordshire in 2015. By making products in small batches, we became more agile, testing and improving quickly. We could respond to customer demand rapidly. This reinvention was a turning point — suddenly, we could innovate faster and meet customer needs better.
Sometimes, you don’t need to give up completely; you just need to rethink the model.
4. Purpose and Profit Can Go Hand in Hand
Early in my career, I was fascinated by different models of funding for organisations that do good — charities, social enterprises, and for-profits. I realised that a for-profit structure, when goodness is built inside the product, could actually scale impact further. Every product we sell at evolve has ethics built in: organic ingredients, cruelty-free testing, sustainable packaging. That means the more we grow financially, the more positive impact we create.
If you’re building a business, think about how your impact can be baked into the model itself. That way, growth automatically fuels good.
5. Leadership is a Journey Too
I’ll be honest: leading a growing team didn’t come naturally to me at first. As Evolve grew from three people to more than thirty, I had to adapt. What helped was creating structure — clear goals, regular check-ins, and a culture of both autonomy and accountability.
Leadership isn’t about having all the answers; it’s about creating the conditions for others to thrive.
Looking Ahead
Today, Evolve products are sold in over 45 countries, and we’re preparing to launch in more than 500 Whole Foods Market stores in the US. We’ve won over 170 industry awards and remained proudly independent, female-led, and purpose-driven.
But the heart of what we do hasn’t changed: I still believe in small steps, constant reinvention, and building a business that makes a difference and helps people.
Running a business as a woman and solo entrepreneur can feel daunting — but it’s also deeply rewarding. My biggest encouragement is this: you don’t have to wait until you’re ready. You just have to start.
So let me ask you: what’s the one small step you could take today that would move you closer to your vision?
By Laura Rudoe
About the Author
Laura Rudoe is the founder and CEO of Evolve Organic Beauty an award-winning natural beauty brand created under her ethical development company, Good Ventures. With a background in management consulting, venture capital, and an MBA from Harvard Business School, Laura has spent over 15 years building businesses that prove purpose and profit can go hand in hand. She is passionate about sustainability, ethical entrepreneurship, and helping more people make small steps toward greener living. Learn more at EvolveOrganicBeauty.com
