Susie Willis is the founder of clean, luxury beauty brand, Romilly Wilde. She knows her audience inside out - she doesn't try to appeal to everyone and as a result has built a cult-like following with consumers and celebs alike. In this episode she talks to us about how she used her knowledge from a previous baby-food business and applied it to the beauty industry, why she uses data to drive sales and how her products stand out in a saturated market.