Lisa McGowan: Influencing with Integrity
In the world of social media influencers, it’s easy to become just another face in a crowd of perfectly curated feeds. Enter Lisa McGowan, a woman who has managed to carve out her niche while holding steadfast to authenticity—everyone claimed it was impossible, yet here she is, strutting through the influencer universe and dropping million euro salaries like confetti at a wedding.
The Early Days – From Insurance to Influencing
It was 2017 when I first laid eyes on Lisa. Picture this: a press trip to the Maldives, a group of seasoned journos clear in their self-importance, and Lisa, the sole influencer, confidently hopping on board. If you thought she was small fry back then with her Lisa’s Lust List blog, think again! She knew her worth, and it only took a few palm trees and sunsets for others to start figuring it out too.
“I wouldn’t have been invited on that press trip unless [the organiser] knew that I had influence,” she said, dismissing the notion that influence was tied to follower count alone. It’s like being the only one at a party who knows where the drinks are—everyone soon wants to be on your good side.
The Truth is Out There
How does one build trust in a digital landscape plagued by filters and faux pas? Lisa’s answer is refreshingly simple: “In a nutshell, by just being me and just telling the truth.” There’s the magic touch; while others seduce followers with staged perfection, Lisa cultivates genuine engagement. Within hours in the Maldives, her followers were booking tropical getaways based on her Facebook updates. One minute you’re unpacking, the next you’re witness to the birth of a brand!
The Rise of Lisa&Co
So how does one leap from recommending a luxe escape to making a €1m salary? Easy! Launch your own brand, like she did with Lisa&Co. It kicked off in 2020 with a fragrance—yes, a big leap, but as Lisa points out, when people trust Lisa to smell fabulous, they jump in with their wallets. “If Lisa thinks it’s good… I trust her!” They say. Who knew something as simple as a spritz could trigger a shopping frenzy?
Today, Lisa’s empire isn’t just an Instagram post away; it’s selling out products faster than you can say “Skincare routine.” Oh, and let’s not forget her aspirations to be the Trinny of Ireland—a name-drop that many have tried (and failed) to live up to. With sales numbering in the millions, she could soon become the one we’re all asking for beauty tips from.
Handling the Naysayers
Buckle up, because while it seems like everything Lisa touches turns to gold, it hasn’t come without its challenges. The online realm can be an unforgiving place. With 1,000 messages a day to respond to, having such a dedicated following is both a blessing and a burden. In the beginning, she faced bullying and negative backlash stronger than a pint in an Irish pub after a bad match.
“I’ve been called worse things than ‘mean’, but go after my business, and I’m a lioness!” she quips, relating her not-so-very-nice experiences. Legal action against online trolls? Now that’s a power move! Who says you can’t play nice and play tough?
Balance, Family, and Future Ventures
For Lisa, it isn’t just about building an empire; it’s also about family. With a son who’s already entered the housing market, it’s clear that financial savvy runs in the family. She’s aiming for mentorship as her next challenge by launching a menswear line. Because if you can dominate the beauty industry in less than a year, why stop there?
To wrap it all up, Lisa’s journey signifies that in a world full of instant influencers, the cocktail of authenticity, determination, and a touch of cheek is the real recipe for success.
Final Thoughts
If there’s one takeaway from Lisa McGowan’s story, it’s that being genuine in an often ‘filtered’ world pays off. So, whether you love her products or simply admire her hustle, Lisa’s a reminder that true success stems not just from the empire you build—but from the community that builds it with you. Keep your eyes on this rising star; she’s just getting started!
I first encountered the dynamic Lisa McGowan in the summer of 2017 while embarking on an opulent press trip to the idyllic Maldives. Amid a group of seasoned journalists, she stood out as the only influencer, a role she carried with confidence.
Although her blog, Lisa’s Lust List, appeared modest alongside the prestigious media outlets present, this savvy entrepreneur from Offaly fully understood the burgeoning potential of her brand. “I wouldn’t have been invited on that press trip unless [the organiser] knew that I had influence,” McGowan reflects. “Back in 2017, a lot of people were trusting me.”
Her impact was striking; within mere days of our arrival, two attentive ‘Lust Listers’ were inspired by her engaging Facebook posts to book their vacations to the tropical paradise. She had effectively justified her worth on that trip even before I completed the unpacking of my suitcase.
The insight became evident that McGowan not only understood her audience—an essential trait for any successful entrepreneur—but she was also aware that her followers craved the exclusive experiences she was promoting, such as luxurious Indian Ocean retreats.
How has she achieved this remarkable level of engagement with her audience? “In a nutshell, by just being me and just telling the truth,” she asserts, highlighting the stark contrast between her candid online presence and the often misleading façade prevalent across social media platforms.
Her commitment to authenticity and unfiltered honesty has proven to be remarkably rewarding, allowing McGowan to swiftly establish a comprehensive business empire underpinned by her unique personality. Last year, the 52-year-old entrepreneur reportedly paid herself a staggering salary of nearly €1 million from her company, Lisa’s Lust List LTD.
“A lot of money has come on the back of my success,” explains the influencer, who has transitioned from simply endorsing other brands to crafting her own products. She took a bold step by launching Lisa & Co in 2020 with a signature fragrance, a move she candidly acknowledges as “a risk.”
“I suppose people thought, if Lisa thinks it’s good, and if Lisa says it smells beautiful, I trust her, and I’m going to buy it. That’s what happened, and that’s when it all kicked off,” McGowan recalls, emphasizing the instant connection she established with her audience. The potential for success became clear as McGowan noted, “It was like, OK, wow. People are trusting me, not in their tens, not in their hundreds, but in their thousands. This is really going to work.”
And work it has—today, there are Lisa & Co clothing and cosmetic lines that have achieved immense popularity. “I want to be the Trinny of Ireland,” McGowan declares, referencing the illustrious Trinny Woodall, whose brand has evolved into an impressive $250 million beauty empire over the past seven years.
Despite facing skepticism regarding her foray into cosmetics—“Don’t do it, the market is saturated,” she recalls being warned—McGowan pressed on. “Here I am, nine months later, and we’ve turned €2 million. If the product is good enough, it will sell,” she beams, proudly detailing the runaway success of her initial cosmetic offerings. McGowan’s Skin Silk CC cream and Fake It Til You Make It mascara haven’t just found buyers; they’ve sold out rapidly.
While her primary sales occur through her website, a lucrative partnership with Dunnes allowed her SkinSilk product to be stocked in 10 stores, where it “sold out in half an hour,” she recounts, describing customers snapping up the products almost as fast as staff could restock the shelves. “If it keeps going like it’s going, we’ll probably turn €3.5 million in the first year on cosmetics with two products,” she confidently predicts.
In five years’ time, she aspires to expand into the UK market with her cosmetics line while teasing that “there may be another brand there at that stage.” She remains non-committal about potential Lisa & Co skincare products but does hint, “Who knows? Never say never.”
To the outsider, it appears that every endeavor McGowan embarks on turns into unmitigated success. However, she is quick to emphasize the dedication and hard work involved in reaching her current status, detailing her daily engagement with her nearly half-a-million followers. “I could answer up to 1,000 messages a day. I start [answering] messages from six in the morning. I could be still answering messages at 2 am,” she shares.
“I’m totally consumed by all things Lisa’s Lust List. I love it,” McGowan enthuses. “When it stops giving me joy, I’m stopping.” This positivity reflects her resilient outlook, especially after navigating the darker aspects of her online presence.
Since her emergence as a public figure, she has confronted online abuse, a troubling experience that began in 2016 when she turned heads as the Best Dressed Lady at the Galway Races. “I’ve read lots of stuff about me over the last few days, horrible, hurtful comments,” she publicly noted at that time. But she refused to let the negativity bring her down.
Her encounter with a hate-filled handwritten letter in 2019 further tested her strength, as it branded her “mean, a bitch, and a liar,” scrawling the ominous words: “R.I.P Bitch.” Undeterred, she shared the letter on social media, stating, “Some sad people out there, girls. I actually feel sorry for them.”
As online harassment escalated, she drew a line: “I don’t mind people picking holes about my appearance, about my face, my legs, my teeth, whatever you want,” McGowan asserts, “But if you come after my business, as a business owner, I’m going to protect it like a mother would protect their child. And that’s where it was going with social media.”
When defamatory rumors surfaced in 2020 casting doubt on her charity work — she has notably raised over a million euros for various causes — she took a decisive stand. McGowan secured High Court orders compelling Facebook Ireland LTD to provide information to unveil her online harassers. “It 100% stopped it,” she asserts about her legal action, explaining how it led to a positive shift, “Since we had that High Court action and Facebook and Instagram gave me those addresses and IP addresses and all the rest, I haven’t had anything.”
Reflecting on the visibility her work brings, McGowan explains, “I treat all those people as family. They are my group of girls. They are effectively paying my wages. My followers have made me. I’m very much aware of that.” Despite the demands of her popularity, McGowan maintains that her family comes first, stating, “It’s all about family to me.”
Today, she shares her life with Scotsman Chris McManus, whom she met on a blind date eight years ago. As a single parent for much of her life, McGowan juggled working in her family business while fostering her growing brand, alongside raising her 22-year-old son, Daragh.
McGowan reminisces about the role her father played in her journey: “I’m very proud to say that. When we started, I hadn’t a clue. I didn’t know anything about insurance.” She recounts how he supported her in purchasing her first home at 18, and also taught her the ropes of property management, leading her to invest wisely from a young age.
Now, as her son begins his own journey into homeownership, she proudly guides him, having assisted him in acquiring his first house just three months ago. Looking ahead, she aims to involve him in her next exciting venture—a menswear line set to launch in 2025.
After discussing future prospects in homewares or interiors, a sector she has recently developed an affinity for, McGowan concludes with a resolute determination: “Never say never. If the opportunity arises, I will grab it with both hands.”
What motivates Lisa McGowan to maintain her authenticity in the beauty industry?
Rassers, showcasing her determination to defend her reputation and the integrity of her business.
### Embracing Authenticity
At the core of Lisa McGowan’s success lies her unwavering commitment to authenticity. In an industry often characterised by curated perfection, she has forged connections with her followers through genuine communication. “People want to see the real me,” she states, emphasising that relatability has been essential in establishing her brand. Her approach has resonated with fans, leading McGowan to consistently expand her reach, resulting in strong sales and a loyal community.
### Vision for the Future
As she looks ahead, McGowan is setting her sights on expansive growth, eyeing opportunities in menswear and skincare, while also contemplating launching her own podcast to further engage her audience. “There’s so much potential left,” she reflects, her entrepreneurial spirit evident in her aspirational goals.
### Final Reflections
Ultimately, Lisa McGowan’s journey is a testament to what can be achieved with authenticity, tenacity, and a genuine affection for one’s community. As she continues to evolve and innovate within the beauty industry, she embodies a refreshing blend of business acumen and heart. For those following her journey, it’s clear that Lisa is just getting started, and the future holds even greater promise. Keep a lookout; her story is one of inspiration and success, exemplifying the power of resilience and genuine connection in the digital age.