Marcia Kilgore, a 56-year-old Canadian entrepreneur, has made significant strides in the beauty and wellness industry. She founded and sold several multimillion-pound companies, and her current venture, Beauty Pie, boasts a workforce of 200 and reported sales of £67.5 million last year.

Among her many achievements, one moment stands out for Kilgore: receiving praise from Roxy Music frontman Bryan Ferry for her music selections during a facial treatment at her New York spa in the early 1990s.

“I was deeply passionate about music, often visiting Tower Records to curate playlists that complemented the spa experience,” Kilgore shared. She opened her first Bliss Spa in New York in 1993 at the age of 25.

During their encounter, Kilgore recalls Ferry humming along as she gave him a facial, leading to an engaging conversation about music.

This interaction is just one of many memorable experiences Kilgore has had with celebrities. She fondly remembers dancing with Samuel L. Jackson and appearing on Oprah Winfrey’s final television show in 2011.

“These experiences were both exciting and surreal. While I don’t inhabit the celebrity world, I’ve always found comfort in working with them, realizing they’re just normal people too,” Kilgore said.

Kilgore’s journey began when she moved to New York from Saskatchewan in her late teens, originally planning to study at Columbia University. However, she needed to earn a living first.

Her first job came when she joined a budget gym in Manhattan called Better Bodies, where her fitness expertise drew attention and requests for personal training.

“I had clients asking, ‘Can you help me achieve your look?’ I’d charge $15 an hour, a significant sum back then, and it was my first real skill to monetize,” she explained.

Struggling with acne herself, Kilgore pursued skincare studies alongside part-time business and economics courses at New York University. This revealed a gap in the market for pleasant luxury facial treatments. “I recognized that people needed a space where they were treated well, not criticized for their skin’s condition. It was revolutionary at the time to make beauty treatments enjoyable,” she noted.

In 1991, with funds from her personal training endeavors, Kilgore rented a room in SoHo and launched Let’s Face It! in 1993. The name was changed to Bliss in 1996, and by 1999, she opened a second spa after selling a majority stake to LVMH for $30 million.

She was compelled to invite an investor due to the overwhelming success, recalling that every treatment room was fully booked for 18 months.

Her spa’s popularity attracted the attention of major beauty and luxury companies, leading to her being flown to Paris by Concorde to meet with LVMH executives. “It was surreal until I landed at JFK during the West Indian Day Parade and had to take the subway back to Manhattan,” she reminisced.

In 2004, LVMH purchased the remainder of her shares. The Bliss brand has since grown into a multi-faceted beauty empire, now owned by AS Beauty based in New York.

Following that success, Kilgore launched FitFlop, an ergonomic footwear brand co-founded in 2007, which reported £131.9 million in sales last year. She also introduced Soap & Glory in 2006, a skincare brand sold to Boots in 2014 for between £40 million and £50 million, although their partnership reportedly soured post-acquisition.

Kilgore’s most well-known venture is Beauty Pie, established in 2016 out of frustration with high prices of leading skincare brands. The company operates a subscription model, providing in-house products infused with the same active ingredients as luxury counterparts at lower prices by maintaining direct manufacturer relationships and minimizing marketing costs.

Despite the allure of affordable products, Kilgore admits that convincing consumers of their value can be challenging. “People often resist the notion that they may be overpaying because it can make them feel foolish. Many equate high price with superior quality, which isn’t necessarily the case. High costs often just signify inflated profit margins,” she explained.

Beauty Pie marks Kilgore’s first venture backed by venture capital from the start. To attract top tech talent, she realized that significant financial backing was essential. “Anyone I interviewed wanted assurances of substantial venture capital support for the business,” she stated.

Kilgore reported an impressive response, with 76 potential investors expressing interest, leading to Beauty Pie raising approximately $100 million in venture capital, primarily from Index Ventures.

Despite substantial investment, Kilgore retains her frugal instincts, still feeling the ‘fear of being homeless’ rooted in her childhood after her father passed away when she was 11. “I’ve always worked hard to support my family, and I remain cautious about overspending, even with investor pressure to invest heavily,” she shared.

Beauty Pie faced hefty losses of £19.5 million in its latest financial year due to customer acquisition costs, leading to the appointment of Kevin Cornils as Chief Executive in September 2023. Kilgore, now residing in Switzerland, focuses on collaborating with creative teams, anticipating profitability within the next year and a half.

Outside of her professional pursuits, Kilgore maintains an active lifestyle, often running with weights and embracing cold water exposure. She is also passionate about technology. “I’ve learned that adapting to change is crucial. Embracing new technology is essential to stay relevant,” she stated.

High Five

My hero… I don’t typically idolize people, but I greatly admire Sam Walton, the founder of Walmart. He maintained a close connection with his customers and exemplified discipline, always remembering his roots.

My best decision… is to acknowledge and respect the intelligence of my customers. I strive for honesty and authenticity in everything we do, and I ensure that my teams understand not to release anything they wouldn’t purchase themselves or consider an outstanding product.

My worst decision… occurs when I ignore my instincts. It’s vital for me to articulate my gut feelings, which I reach quickly, to involve others in the process.

Funniest moment… Before opening Bliss’s first UK spa in London in 2002, I was found scrubbing the custom soft-rubber floor at 3 am with Persil powder and a toothbrush.

Best business tip… Read every Jim Collins book available and revisit them during challenging times; the wisdom contained is invaluable.