Episode Summary
In this episode of The Cashflow Show, host Clayton M Coke speaks with Chantal McDowall, co-founder of TooTone London, an inclusive eyelash brand offering lashes beyond the traditional black options. Chantal shares the inspiration behind the business, the long journey from idea in 2023 to trading in 2025, the challenges of working with suppliers, the realities of launching as a side hustle, and practical advice for new founders.
Chapters 00:00 – Introduction and welcome
00:11 – About TooTone London
00:29 – The inspiration behind the brand
00:59 – From idea to trading
01:56 – Market research and consumer feedback
03:22 – Challenges of getting started
04:48 – Learning curves with suppliers and logistics
05:17 – Building without external support
05:47 – Support for UK startups
06:17 – What government support would help
07:14 – Lessons on planning and mentoring
08:11 – Current stage of the business
09:10 – Advice for new founders
10:39 – Where to find TooTone London
Key Discussion Points
- Creating an inclusive eyelash brand with colours to match Auburn, blonde and brunette hair
- Personal inspiration linked to supporting a friend undergoing cancer treatment
- Long gestation period from idea (mid-2023) to launch (early 2025)
- Low-budget market research through real-life conversations and colour matching
- Steep learning curve with suppliers, samples, logistics and lost shipments
- Challenges of running a business as a side hustle
- Lack of accessible support, mentoring and guidance for small UK startups
- Importance of financial planning, insurance, tax and strategy
Key Takeaways
- Most businesses take longer to launch than founders expect
- Direct conversations with potential customers can be more valuable than expensive research
- Supplier and logistics management is often the hardest part for first-time founders
- Planning, financial preparation and seeking mentors early can smooth the journey
- Social media and e-commerce require continuous learning and adaptation
Notable Quotes
“We were very much sailing by ourselves and very much building the plane as we were trying to fly the plane.” – Chantal McDowall
“It’s not just making an Instagram page and creating some content. It’s also thinking about your supplier… logistics… corporation tax… insurance.” – Chantal McDowall
Actionable Insights for Businesses
- Take time to plan thoroughly before launching — cover suppliers, logistics, tax, insurance and cash flow
- Speak directly to potential customers for honest, low-cost market feedback
- Seek mentors and support early rather than trying to do everything alone
- Treat social media and e-commerce as strategic channels, not just content platforms
- Build realistic timelines and financial buffers for delays
Resources
- TooTone London on Instagram and TikTok: @tootonelondon
- Brand name spelling: TooTone London (T-O-O T-O-N-E London)
“What are YOU like?”, “60 Second Shoot-Out” &"What About The Tech?" are all intellectual properties of Dialogue [London] Ltd
(c) Clayton M Coke/PRMS Ltd/Dialogue [London] Ltd | All Rights Reserved
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