For years, Hanna Sillitoe battled chronic skin conditions including acne, eczema and severe psoriasis. After being offered methotrexate, a chemotherapy drug, by her doctor, she decided to take her health into her own hands.
“I was told I’d need monthly liver checks because of the medication’s side effects,” Hanna says. “That was the moment I knew I had to take back control. I just thought, there must be another way. I didn’t want to rely on harsh medication,” So I gave myself 28 days to change everything—my diet, my lifestyle, my mindset.”
The results were astonishing. “After a month, I went from hiding under layers to confidently wearing short sleeves again. It was such a powerful transformation.”
Encouraged by friends and strangers who identified with her story, Hanna began blogging about her experiences. It was never meant to be a business. “I just wanted to help people going through the same thing,” she says. “But the response was overwhelming.”
Hanna Sillitoe
From blog to bestseller
That blog eventually became Radiant, a book Hanna self-published that shared her story, advice and plant-based recipes.
When the Daily Mail covered her journey, the book became a bestseller overnight.
“I went from quietly posting blogs to waking up to 300 emails in one hour,” she says. “It was incredible—but also terrifying. I didn’t have a plan for what came next.”
With more people asking for guidance and support, Hanna realised she needed a way to sustain the momentum. That meant building a business—not just a blog.
Building a brand from scratch
The first products she launched were homemade natural skincare solutions, developed in collaboration with a local naturopath. “I was using simple, clean ingredients on my skin and people wanted to try what I was using,” she says.
Initially, she was hand-labelling small batches and posting them from her local post office. But it quickly became clear that demand would outgrow her kitchen-table operation.
“I remember asking my naturopath to make 30 bottles of shampoo, and she said she couldn’t manage it. That was my lightbulb moment—I had to scale.”
At a friend’s suggestion, Hanna applied for Dragons’ Den. “I was terrified. I’d practised my pitch endlessly, but the fear of failing on national TV was real,” she admits.
Her pitch landed her offers from all five Dragons. She accepted investment from Tej Lalvani and Peter Jones. “It changed everything—having their backing gave me confidence, and the exposure was huge.”
The experience proved to be a game-changer—not only for Hanna’s confidence but also for the brand’s visibility. “The show aired, and my website couldn’t keep up. I watched orders roll in live. It was surreal.”
Learning the business side—fast
Going from blog to brand came with a steep learning curve. “I didn’t know what a SKU was. I didn’t understand barcoding or retail logistics. Suddenly, I had to.”
As the brand grew and Hanna prepared to supply national retailers like Holland & Barrett, she realised she needed a trusted, reliable and universally accepted way of identifying her products and ensuring they could be sold anywhere, anytime and by anyone. That meant getting barcodes.
“In the beginning, our manufacturer handled the barcodes, but eventually they said I needed to sort it myself. I literally googled ‘how to get a barcode’ and found GS1 UK.”
Joining GS1 UK was a turning point.
“The platform was easy to use, even for someone without a background in retail. It helped me understand what I needed for retail listings, how to label products properly, and how to create barcodes in the right formats for my designer.”
For Hanna, the key was staying curious and asking for help.
“If I didn’t understand something, I asked. If I couldn’t do it, I found someone who could.”
GS1 UK didn’t just support Hanna with barcodes—it opened doors to new opportunities. Through GS1 UK’s partnership with Product Guru’s Huddles, she connected directly with buyers from major retailers after winning a competition open exclusively to GS1 UK members.
“It’s so hard to get noticed. You send emails, connect on LinkedIn, and often hear nothing. But at the huddles, they come to you. It’s face-to-face time with real buyers.”
Staying true to her values
As the business has grown, Hanna has remained committed to the core values that inspired her journey: community, integrity, and transparency.
“Our customers aren’t just customers—they’re people on a healing journey,” she explains. “We’re not just selling them products. We’re supporting them through something very personal.”
That’s why she and her team still answer customer emails themselves, share user stories on Instagram, and take the time to check in on long-term subscribers.
“We’ve built this beautiful community. Some of the people who supported me from the very start are still with us today. That means the world to me.”
Advice for aspiring entrepreneurs
Hanna is the first to admit the journey hasn’t been smooth. “There’ve been tears. Things that didn’t go to plan. People who let me down. But every challenge taught me something valuable.”
One of the biggest lessons has been learning to embrace the lows. “We talk a lot about success, but growth often comes from the failures. You learn, you adapt, and you get stronger.”
Her advice to others thinking of starting a business is simple: believe in what you’re doing, and don’t be afraid to ask for help.
“You don’t need all the answers at the beginning. Just start. Talk to people. Find communities. Learn as you go. And keep going—especially when it’s hard.”
Surrounding herself with the right people has also been key. “Find mentors. Build a network. Ask questions. And when you can, be that person for someone else.”
Looking ahead
The brand now offers a growing range of skincare and supplements, including its best-selling probiotic, which customers can order on subscription. Fulfilment is being brought in-house to create a more personalised experience, and Hanna is planning a retail rollout in 2026.
“We’re taking our time to get it right. We want to go into retail fully prepared—with the right stock, the right marketing support, and the same care we offer our customers online.”
Reflecting on how far she’s come, Hanna smiles. “It started with me sitting in my kitchen, just trying to get better. And now we’re helping thousands of people do the same.”
The platform was easy to use, even for someone without a background in retail. It helped me understand what I needed for retail listings, how to label products properly, and how to create barcodes in the right formats for my designer.”
Hanna Sillitoe
Best selling author, skin healing expert and founder of Hanna Sillitoe Skincare