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Aspiration Solutions is a dynamic Beauty & Wellness Brand Strategy & Solution Management Business that offers an authority in retailing with the UK, Eire & Key International Markets.

How did it all begin?

Aspiration Solutions was born from a desire to help Beauty & Wellness businesses grow and achieve their full potential. Having a wealth of experience, both business know-how and longstanding retailer relationships developed over many years of working within the industry. We understand how to support niche beauty brands with a flexible infrastructure and share with them an understanding of the right distribution channels for their needs and all elements they need to put into place to make the vision a reality. We offer commercially aware solutions to help drive your business and work with our partners to deliver expertise.

What sets your business apart?

We become an extension of the brands we work with, we work closely with the Founder, to ensure the Aspiration/Vision is clearly understood and can be executed.

What is the concept behind your business or the problem you’re solving?

Perhaps you are entering a new market and need an overview of the market potential with clear financial opportunities explained. Or if your brand is growing or changing you may need to expand your distribution channels and re-focus to sustain your brand in the marketplace. We drive success through expertise, industry authority and infrastructure both in the UK Domestic Market & International Channels.

Where to next/What is your brand vision?

Our Commitment is to continue to provide a flexible approach to all brands, we will expand our Mentoring offer, understanding that Brands need advice but might not be in a position for full operational support. We will of course continue to support brands with our current offerings & we can support Brands with NED support.

Sue Stanford

Founder of

Aspiration Solutions

What do you feel passionate about/what drives you?

Understanding the brand’s values & beliefs and really getting in the head of the Founder so we can better understand and identify the best solution to help the brands.

Share an example of early life that has shaped you?

Working as a Sales Manager for Debenhams in my early 20’s, my Store Manager re-assigned me to manage the Beauty Department and told me ‘to sort those girls out’. When I joined the Department, I experienced the most amazing Sales Team, that worked hard & creatively to engage with the customer and actually deliver great service & results….after that I was hooked and have worked in the Beauty Industry for nearly 30 years.

Highlights of your business journey so far?

I think our first client; Ormonde Jayne, she wanted to go global & that’s exactly what we did in the 6 years we worked with her. Then launching Huda Beauty into Harrods and finally working with AQUIS for over 6 years. Understanding that we typically work with a brand for 3 years and live & breathe it, makes it a highlight.

Key lessons you have learned along the way?

Always listen to my gut, focus on the strategy and the retailers as ultimately the end consumer will always lead the strategy.

Best piece of advice you have received?

Celebrate Failure as each time you fail, it’s an opportunity to learn something new.

Advice to an aspiring entrepreneur or woman just starting her career?

Keep focused and make sure you know why you are starting your business / brand and don’t lose sight of that.

What funding route have you chosen for your business and why?


Some of the challenges you have faced and how you overcame them?

Launching brands during the Pandemic was definitely a time when we all questioned everything. We had to change the way we worked to accommodate Brands & Buyers, making everything as easy for the Buyers as possible. Helping Brands to take and understand different routes to market and operate in a very different way.

Why is it important to support women-led business?

Women should support each other, learn and help each other grow. Women are determined, focused and have the ability to be a very strong force and when this is channeled in the right way they can sustain change and give back to future generations.




Sue Stanford

My inspiration is...

Do your best as your best is enough.

My greatest fear is...

Not being healthy and around for my family.

The most courageous thing I’ve ever done is...

Setting up my own business, oh and abseiling down a building as part of a team building exercise in a past life!

Guilty pleasure?

Is certain TV programs that don’t require you to think!!

Mantra you live by?

Pay it forward.

Female role model?

Oprah Winfrey

Women-led brand you love?

Bobbi Brown.

Top productivity tool?

Time planner, Breaking the task/goal down into the minutest of detail….so for me that’s pen and paper or my Outlook task sheet!

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