The Second Act: The Midlife Pivot To A Founder At 50
After 30 years in corporate life, I never imagined I’d be starting over in my fifties, let alone by launching a business in an industry I knew nothing about. But life has a way of rerouting us.
When my husband died suddenly on a business trip, everything changed. I found myself navigating immense grief while raising two young daughters who needed stability, love and hope. The life and career I’d spent decades building no longer made sense. I couldn’t return to the corporate world, long days in London and frequent international travel, simply weren’t compatible with being the present and anchored parent my girls needed.
But I also knew I had to show them, and myself, that life doesn’t stop after loss. That even in the darkest moments, we can grow. I had previously read the inspirational Option B by Sheryl Sandberg & Adam Grant which discusses the value of building resilience. They describe "resilience as a muscle" and suggest just like physical muscles, resilience isn't a fixed trait, but rather a skill that can be improved over time through intentional effort. I knew I had to help my girls develop and grow their own resilience and finding my own Option B was one way I could show them.
That’s when Counter Culture Store was born.
What began as a means of survival became an act of reinvention. I wanted to create something bold, purposeful and sustainable, a business built on values, not trends. A platform that championed female founders, elevated underrepresented voices and fostered genuine connection and discovery.
I had no background in beauty or wellness. But I brought three decades of commercial experience, a desire to build something positive and a fierce belief in the power of women supporting women.
The Vision Behind Counter Culture Store
Counter Culture Store is a curated beauty and wellness platform that brings together iconic bestsellers, trending brands and innovative, under-the-radar finds. You’ll find formulas that deliver, ingredients that matter, and stories that stay with you, whether they come from a founder, a friend, or your feed. And we’re proud to say over 95% of the brands we feature are female-founded.
From hosted livestream shopping shows, to our AI-powered personalised skincare quiz and cash rewards to real-life shoppers for their honest rewiews, we are building a platform based on community, connections and authenticity, not algorithms.
And while we’ve come a long way, we’re only just getting started.
What I’ve Learned Along the Way
Launching Counter Culture Store has been one of the most challenging chapters of my life. So, what have I’ve learned thus far?
It’s never too late to begin again. Reinvention has no age limit. Starting over isn’t going backwards, it’s moving forward on your own terms.
Growth lives outside your comfort zone. This journey has pushed me in ways I never expected. It’s been uncomfortable at times, but incredibly transformative.
Women are extraordinary supporters of women. The generosity, encouragement, and support I’ve received from other female founders has been staggering. The sisterhood is powerful, and real. Movements like Buy Women Built continue to inspire me and their mantra "We can't all invest in female-founders, but we can shop from them" is all empowering.
It's 2025, and still just 2% of venture funding goes to female founders. That number is both sobering and motivating. We need more women building, funding and championing one another and, as a mother of two girls, I want to play my small part in driving change.
Being a solo founder is hard. I miss the camaraderie of a team and colleagues to bounce ideas off. I’d love a partner in crime, someone to build, brainstorm and strategise with!
Progress is often quiet. It’s not always the big wins. Sometimes, it’s one kind message, one loyal customer, or one breakthrough conversation that fuels the next step.
Your ‘why’ is your anchor. On tough days, I return to the reason I started. This business isn’t just about products, it represents hope, resilience, reinvention and a future rebuilt with intention.
This journey has been humbling, energising and deeply personal. And I’m still learning. Still building. Still daring.
To anyone wondering whether it’s too late, too uncertain, or too risky, just go for it.
I’d rather try and fail than look back wishing I’d had the courage to begin.
Listen to Her Next Move: From Corporate to Conscious
