Founders’ Formula: Knowing when you’re ready for retail with Act+Acre

What is the one thing you wish you knew when you started your brand? We wanted to gather the founders of incredibly successful brands to share their single, powerful lesson. This is our brand new video series, Founders’ Formula.

Here Colm Mackin, co-founder of Act+Acre shares our first vital insight – have the courage to say no.

For so many beauty brands, landing on the shelf in Sephora is an absolute dream. It was for Helen Reavey and Colm Mackin, co-founders of hair wellness brand Act+Acre, who eventually became the first Irish brand to be stocked there.

But the first time they were approached, they did the unthinkable – they said no to Sephora. Read the full transcript below as Colm shares why he came to that difficult decision for his brand:

Hi, I’m Colm Mackin, the co-founder of Act+Acre and here's my Founders’ Formula.

Sometimes the hardest decisions as a founder are the ones that seem like the biggest opportunities. But success isn't about what you say yes to. It's about having the courage to say no.

The challenge: a big opportunity that didn't feel right

For us, that moment came when we turned down Sephora. Now let me take you back, because it wasn't an easy decision.

Like most beauty brands, we had always seen Sephora as a dream retailer. From the moment we started the brand, we believed Act+Acre belonged there. It felt like the ultimate validation, the stamp of approval. It said, “you've made it”.

We spent years building relationships, reaching out, having conversations, hoping for that right moment. And finally, after all of that persistence, we got an offer.

For most brands, that's the dream. But here's the one that no one talks about – offers come in all shapes and sizes, and ours just didn't feel right for us. We looked at it, assessed it, we spoke to them, and it felt off.

The terms weren't right for us and where we were. The positioning wasn't right. It felt rushed. I remember sitting down with Helen and having the conversation. Were we really going to walk away from Sephora? We wrestled with it.

It wasn't just a business decision. This really came down to our character. This came down to two people that had come from Northern Ireland, came to the US and built a business. And now we were being too stubborn when a big opportunity presented us? It was tough.

That was the hardest decision we've ever made, because as a founder, you're always told to seize the moment, say yes to every opportunity.

"But no one tells you that not every opportunity is a yes, and this one just wasn't."

And let me tell you, when you say no to Sephora, it sits with you for a long time. It was years before we heard anything. It was completely radio silence.

The impact: time to improve product

And us, we we went ahead, we had ups and downs in the business. Overall, it was the best thing for us, you know?

We got to improve our products, improve our brand, and make those refinements that we knew we needed. And maybe sometimes people won’t tell you about those refinements, but in your gut you know you need to make them.

Now, fast forward four years later. That's exactly what happened. Sephora came back with a completely different offer. They saw us this time. It was a new relationship, a new Sephora and a new Act+Acre.

The result: the perfect launch

This time, they wanted to launch us nationwide in 235 stores right across America online and in-store, with a huge activation plan that involved an activation in Times Square. We were blown away.

They got it and we got them. It was incredible. And the reason I'm sharing this is because for every founder at some point, you’ll face a really tough decision, many actually.

And the moment that you have to choose between the easy win and the long-term vision. So here’s what I’ve learned: If something doesn't feel right, trust your instinct.

"If an opportunity forces you to compromise on your core values, it's not the right one. Saying no isn't closing a door – it's making space for something else."

If you're being pressured into saying yes because it might never come again, remind yourself that the right things always come back around.

And when that door opens, you'll walk through it knowing that you did it on your own terms.

Today, Act+Acre is nationwide with Sephora, doing incredibly well, building from strength to strength. And we’ve done it on our own terms and we couldn't be happier.