Elsie R.

Hi! I'm Elsie, one half of DE London Consulting. Alongside my business partner Dominika we are exited founders and consumer brand experts. We've spent 16 years building, scaling, and advising consumer brands across beauty, personal care, wellness, and parenting. We've been in the founder seat, raised the money, navigated retail, and made the mistakes, and we bring all of that into every engagement. WHO WE WORK WITH Early-stage consumer founders, either pre-launch and getting ready to bring something to market, or post-launch and scaling. Our sweet spot is beauty, personal care, wellness, parenting, and lifestyle, though our experience translates across consumer categories. OUR EXPERIENCE BYBI Beauty. We co-founded and scaled BYBI from concept to a global sustainable skincare brand sold across 3000+ retail doors including Sephora, Boots, Target, and Holland & Barrett. Raised £10m across equity and venture debt from leading VCs including Unilever Ventures. Successfully exited in 2024. DE London Consulting. Our consultancy supporting early-stage consumer founders across brand, growth, NPD, content, fundraising, and retail. Clients include Swypes, Stinky Human, Tenth Muse, and a growing roster of founder-led brands across family, beauty, wellness, food & bev, lifestyle and more. rayro. Our second founder venture, a playful kids' care brand launching now. We're back in the trenches of building a consumer brand from the ground up, which keeps our consulting practice grounded in current, hands-on reality. Content creators. We have a combined audience of 50k+ across Instagram, TikTok, and LinkedIn, built organically around founder life, working motherhood, and the realities of building consumer brands. We create daily for our own platforms, which means our content strategy advice is rooted in what actually works right now. HOW WE CAN HELP YOU Founder coaching and advisory. Honest, founder-to-founder input for those moments when you need a sounding board who has actually done it. Especially supportive of female founders and co-founder partnerships. Growth and go-to-market. Launch plans, community building, and the channel mix that actually converts for your category and stage. Brand strategy and positioning. Naming, tone of voice, brand architecture, and the creative direction that flows from it. Fundraising. Pitch decks, investor narrative, round strategy, mock Q&A, and investor readiness across pre-seed to Series A. We've raised across equity and venture debt in the UK and Australia. NPD and product development. Concept to shelf, including formulation guidance, sourcing, manufacturing, MOQ negotiation, packaging, and pricing strategy. Content strategy and creation. Social-first content strategy, content pillars, format and platform logic, shoot direction, UGC briefing, and tone of voice across owned channels. Retail and distribution. Buyer outreach, retailer readiness, pricing and margin structure, and the operational lift required to go from DTC into bricks-and-mortar. Alongside the consulting, we're Penguin-published authors, keynote speakers, and active Virgin Startup mentors, and we angel invest in early-stage founders we believe in. If you're building something and want experienced operators in your corner, get in touch and tell us what you're working on.