March 17, 2025
Tribe Not Traffic: The Future of Branding on Social Media
Table of Contents
Hanna
Head of Marketing
Building a Beauty Empire with “Tribe, Not Traffic”
What do DIY lashes, TikTok, and motherhood have in common? For Lucy Pearce — founder of House of Amor — they’ve been the magic mix behind her multimillion-pound beauty brand. And in this week’s episode of Marketing vs The World, Lucy spills everything from the early side hustles to juggling the school run with scaling a business that now turns over £3.5 million. No big deal.
“I just wanted a way to wake up and feel like me — without the effort of beauty treatments or strip lashes I couldn’t get on with.”
Let’s just say, she figured it out.
Listen now to hear Lucy’s full journey and how she’s building a beauty brand that’s truly different.
Listen on Apple | Listen on Spotify
No business plan, just a problem to solve.
When Lucy started House of Amor, she didn’t have funding or a background in marketing. What she did have was a personal pain point (spoiler: it involved toddlers, zero time, and zero chance of making it to the salon).
“At the time, I was just solving a personal problem — without realising it was going to solve the same problem for so many people all around the world.”
Lucy’s first “big idea” came from decanting lash glue into a mascara bottle from Amazon. She trialled it, loved it — and then started sharing it. The rest? A whirlwind of TikToks, trials, packaging hacks (hello Cricut machine), and one very supportive partner who loaned her £500.
Listen to the full story by clicking below.
“Tribe, not traffic”: how Lucy built a brand community, not just a customer base
Forget polished perfection — Lucy grew House of Amor with raw, real content on TikTok and Instagram.
“We’re just a group of women creating products for women just like us. We know what they want — because we want it too.”
From close-up eye videos to chaotic BTS moments, Lucy took followers behind the scenes. And she never stopped showing up.
“I didn’t put my face to the brand for the first few years — but once I did, everything changed.”
Now, they’ve built a genuine community across Instagram, Facebook, and TikTok. Lucy’s team even has regulars who pop into their TikTok Lives “just for a chat.” Honestly, it sounds more like a group chat than a content strategy — but it’s working.
Want to hear how she keeps her content consistent without burning out? Click below to listen now.
3.5 million in revenue — and barely a penny spent on ads (at first)
Yep, you read that right.
“We got to a million with no paid ads. Nothing. Just showing up and talking to our audience.”
Only once the algorithms shifted and reach became unpredictable did Lucy introduce paid ads — and even then, she started small, testing what worked and learning as she went.
“We’ve made mistakes with ads. But I just see every mistake as a learning curve.”
Now, the brand uses a mix of Meta and Google Ads, but still keeps the organic content rolling, prioritising engagement over quick conversions.
Social media isn’t just marketing — it’s product development
One of the most impressive things Lucy’s done is involve her customers in the actual creation of new products.
From polls and Instagram feedback to a (very brilliant) idea for a “Product Development Speed Dating” event, Lucy keeps her community at the heart of every launch.
“If a customer tells us they want shorter lashes, we go make it. That’s how we’ve always worked.”
Find out more about how Lucy uses social media to boost her brand in the full episode.
Being a founder and a mum: “The guilt is real. But my kids are proud of me.”
In the “Versus the World” section of the podcast, Lucy opens up about the juggle. And let’s just say — it’s as emotional as it is relatable.
“People joke about your business being your third child. But I feel like the third child gets all the attention.”
She talks openly about anxiety, therapy, mum guilt, and the moment she had to get serious about asking for help — including a brilliant trick she’s using right now to manage her mental load.
“Nothing will run if I can’t run. So I use the four-quarter method — I split my day into four parts and only focus on one at a time.”
Trust us — this is the kind of advice we all need. Click below to listen to the full episode.
So what’s next for House of Amor?
No wild new product launches (yet). Instead, Lucy’s focused on refining what they’ve already got — and making it even better.
“We’ve always been about products that make a difference. It’s not just lashes and nails — it’s about helping women feel like themselves again.”
She’s also thinking about pop-ups, community events, and more face-to-face moments with the customers who helped build the brand.
“We don’t want it to be us and them. We’re all in this together.”
Key Takeaway
Start before you’re ready. Because Lucy didn’t wait until she had the perfect packaging, the trademark, or the Instagram handle. She just started.
“Growth comes from action, not perfection. You don’t need all the answers. You just need to start.”
Ready to feel inspired?
Connect With Us
For more insights and updates on the world of marketing, follow Abbie Dando and Monday Clicks. And don’t forget to subscribe to Marketing vs The World so you never miss an episode.
DISCLAIMER
This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible.
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