Lucy Goff is the founder of LYMA, the buzzy London-based brand providing 'the world’s most powerful skin longevity system.’ A LYMA Laser runs you $2,700, and the LYMA Laser Pro sets you back $6,000: a significant investment, and a challenging brand positioning to defend in a highly opaque industry. This episode focuses on how Lucy and her team have created a new niche with significant success from both product and marketing perspectives.