Breaking Barriers, Building a Brand: Lessons from GLORIAH's Founders
- Bethany Sharp
- Apr 28
- 3 min read
GLORIAH is a female-founded, award-winning wellness brand redefining menopause and hormonal health through bold design, science-backed innovation, and sustainability. Co-founded by an NHS female health nurse and a former corporate strategist, the brand was born after witnessing a close friend go through surgical menopause at just 25. With 70s-inspired, bold branding that nods to the women’s liberation movement, GLORIAH makes hormonal wellness unapologetically visible. From sell-out products like Liberation Oil to the launch of scent-patented Pulse Oils, GLORIAH is on a mission to break taboos and elevate self-care for all stages of hormonal health.
1 – How did you manage to stay consistent on social media and have you had any struggles or challenges when talking about taboo subjects online?
We’ve had periods of time where our socials totally fell off the radar—either because we were overwhelmed with other parts of the business or just ran out of creative energy. Like most small teams, we’ve definitely had moments where quality or quantity slipped, and that’s been part of the learning curve.
Over time, we’ve realised that staying organised, batch-creating content, and scheduling ahead is what keeps things ticking—even when we’re knee-deep in supply chain issues or retail launches.
As for taboo subjects, there have definitely been challenges. We talk openly about menopause, vaginal dryness, libido, and hormonal health—and that sometimes gets our content shadowbanned or flagged. But the mission is bigger than the discomfort, and we know if it feels uncomfortable to post, it probably needs saying.
2 – How did you manage to work with UGC content creators, what lessons have you learned from this and how has it strengthened your business?
We’ve been really lucky to work with people we now consider genuine friends, many of whom have grown with us. Because our purpose is strong and deeply aligned with theirs, we’re not just doing content swaps—we’re working towards the same mission.
That’s created a true sense of connection, trust, and mutual support, and it’s made our brand more human. People can tell when someone genuinely believes in what they’re sharing. That authenticity has built community, not just clicks.
3 – Have you enjoyed the creative side of creating styled shoots and content and do you find that you have grown in confidence since starting your brand?
We’ve definitely grown in confidence—especially when it comes to owning our tone, showing up boldly, and challenging what menopause and hormonal care “should” look like. Some of our creative campaigns have been our proudest moments.
However, it’s not always my natural state—I’m much more comfortable in the strategy, data, and commercial side of the business. There are definitely times when content creation feels tedious or repetitive, and I think that’s something many founders don’t say out loud.
When you’re doing everything—from investor decks to packing boxes—even the “fun” stuff can feel like a chore. That doesn’t mean it’s not important, but it’s okay to admit it’s exhausting too.
4 – Any tips and advice you would give someone who is looking to start their own business?
Don’t take too much feedback. Everyone has an opinion. You know your mission best—don’t let it get diluted by people who think they know better (but often don’t).
Build a network, but trust your gut. The two aren’t mutually exclusive.
People will be sexist and ageist. We’ve been asked three times in funding competitions what we’re doing for the male demographic—while running a female-focused personal care and menopause brand.
Would a woman ask the male founder of an erectile dysfunction product what he’s doing for women?
No—because that would be ridiculous.
Don’t take it personally—it’s a them problem, not a reflection of your worth. Just keep building.
So, what's the takeaway for you, the fellow business owner navigating your own unique path? GLORIAH's journey isn't just a feel-good story; it's a blueprint. It underscores the power of unwavering mission, the strength found in genuine community – both with your audience and fellow creators – and the necessity of bold authenticity, even when tackling subjects others shy away from. Remember that feedback, while sometimes valuable, shouldn't dilute your core vision. Trust your instincts, build your tribe, and be prepared to face the inevitable hurdles with resilience and conviction. If GLORIAH can redefine an entire category with unapologetic visibility, imagine the impact you can make by staying true to your own bold purpose.
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