How Neve’s Bees Built a £100K Natural Skincare Brand by Focusing on What Works in eCommerce, with Julie Macken (episode 571)

1st December by Chloë Thomas

Julie Macken is the Deputy Queen Bee of Neve’s Bees a family business turning the produce of their bee hives and local beekeepers into products that are now certified 100% natural. Founded in 2017, they switched focus to eCommerce in 2021. They now sell via their WooCommerce store, wholesale, and a couple of events, and have now reached £100,000 a year and have just sold their 80,000th product.

In this episode, Julie shares how refining their focus between gifts and skincare transformed Neve’s Bees’ growth — and why staying small, sustainable, and strategic can be a winning formula in eCommerce. From redefining brand placement to leading a movement for truly natural skincare, this conversation is full of insights for founders who want to grow with purpose.

It’s always a treat when a past guest returns, and Julie’s comeback episode is packed with even more insights you can apply immediately to grow smarter and operate more sustainably.

Julie Macken Neve's Bees on eCommerce MasterPlan Podcast

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Dive in:

[04:32] Skincare Definition: Face vs Body
[06:39] Skin Care eCommerce Revolution
[12:17] “Skincare Website Revamp Focus”
[16:09] Finding Income Through Quick Solutions
[17:27] Small Business Operations Explained
[22:23] “Pure Ingredients, No Water”
[23:13] Skincare Industry Reform Needed
[27:32] Listen to Julie’s Top Tips!

Focus Wins: How Neve’s Bees Found Growth by Splitting Its Strategy

Julie discovered that one size doesn’t fit all when it comes to selling online. Her gift products performed best in physical stores and markets, while her facial skincare range thrived online. By separating these two customer journeys, she created clearer messaging and stronger results in both channels. This focus made marketing simpler and more effective. It’s a smart reminder that growth often comes from narrowing your focus, not expanding it.

Your Brand Placement Matters More Than You Think

Julie learned the hard way that selling through every possible retailer can hurt your brand. After finding her products on eBay with poor photos and random pricing, she tightened control over where Neve’s Bees appeared. She now chooses retail partners that match the brand’s values and price point. For eCommerce brands, it’s proof that where your products appear shapes how customers perceive them. Strategic placement builds trust and protects your pricing power.

Professionals Pay Off: Outsourcing the Right Tasks Boosts Growth

Julie says it best: “If you think it’s expensive to hire a professional, try hiring an amateur.” She focuses on what she does best — product development and strategy — and outsources the rest. From website management to PR and graphic design, specialists now handle the technical and creative work. This shift freed up time and improved quality across the board. It’s a reminder that investing in experts often saves both time and money in the long run.

Sustainability Can Be a Business Differentiator, Not Just a Value

Neve’s Bees stands out by creating water-free skincare, cutting down on chemical use and waste. Julie’s deep knowledge of chemistry turned into a unique selling point and a powerful story. She’s proving that doing what’s right for the planet can also drive consumer loyalty and press attention. Her next move — collaborating with other sustainable brands — shows how purpose can amplify reach. For eCommerce founders, it’s proof that strong ethics can be smart strategy.

Small Doesn’t Mean Stagnant: Build Systems That Can Scale

Even though Julie doesn’t plan to run a million-pound business, she’s built Neve’s Bees with the systems and processes that could handle it. Streamlined operations, smart outsourcing, and a clear eCommerce platform make the business scalable by design. That means less stress, more freedom, and the ability to grow if opportunity knocks. It’s a practical model for any eCommerce founder who wants to scale sustainably — on their own terms.

eCommerce Book Top Tip

Julie’s top tip: use AI tools like ChatGPT to summarize business books in minutes — it’s a quick, modern way to learn without spending hours reading.

eCommerce Traffic Top Tip

Go old-school with email marketing — use tools like Mailchimp, but make sure they’re fully integrated into the customer journey so every mailer leads to meaningful action.

Tool Top Tip

“Collaborate with yourself” — make every customer touchpoint look and feel consistent, from your website and emails to your event stalls and packaging, for a cohesive, on-brand experience everywhere.

Carbon Top Tip

Build sustainability into both your products and your website — from working with a developer who optimizes site carbon footprint to creating low-impact, water-free products with minimal packaging.

Interview links

Related Episodes

Why Focus is Wunderbrow’s Key Growth Strategy with Diego Mandelbaum (episode 524)
How Cooki Haircare Grew from 4 Sales a Day to $3M with Jaimee Vilela (episode 531)
The MASAMI Story: Bootstrapping a Premium Haircare Brand Through Collaboration (episode 556)

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