Putting Purpose Before Profit: The Story Behind JustBe
When I founded JustBe Botanicals over a decade ago, I wasn't setting out to build a skincare brand. I was searching for something much simpler: a healthier, more meaningful way to live.
Like many people, I spent years working in a successful corporate career. I worked in consumer insight roles for household names including Heinz and Diageo, helping businesses understand what motivates people and how they make decisions. On paper, everything looked great, but underneath, the stress was beginning to take its toll.
Eventually, my health forced me to stop and re-evaluate.
That experience was the turning point. I retrained in holistic therapies and began working one-to-one with clients and on wellbeing retreats. Through those experiences, I noticed a common theme. Regardless of age, background or profession, people wanted many of the same things. They wanted to feel calmer, happier, more energised and more connected to themselves.
That insight became the foundation of JustBe.
Creating Products with Purpose
From the beginning, I wanted to create products that helped people feel better, not simply look better.
Our aromatherapy blends were developed around emotions and wellbeing rather than skin type alone. Instead of focusing on what was wrong or needed fixing, the range was designed around positive emotions or intentions: Happy, Loved, Energised, Active, Tranquil and Pure. The Kind collection supports SAMH, the Scottish Action for Mental Health. "I think with the increased importance we give to mental health, the range will rise in popularity."
Today, JustBe has grown to include skincare, spa treatments, herbal teas, chocolate and wellbeing products, but the philosophy remains exactly the same. Every product is created with purpose.
Why Natural Matters
When I first launched JustBe, conversations around natural skincare were far less common than they are today.
Now, more people are taking an interest in what they put on their skin, where ingredients come from and the wider impact of their purchasing choices. Consumers are becoming increasingly aware of sustainability, wellbeing and mindful living.
For me, using natural ingredients has never been about following trends. It has always been about creating products that are kind to both people and planet.
All JustBe products are blended in Scotland and made using carefully selected natural ingredients. Our entire skincare range is nut-free and designed to be suitable for even the most sensitive skin.
Purpose Before Profit
One of the questions I'm often asked is what I enjoy most about running my own business. The answer is simple: making a difference.
There's something incredibly rewarding about hearing from someone who has found a moment of calm through a product, improved their skincare routine naturally or discovered a new wellbeing ritual that supports them during a challenging time.
Of course, building a business isn't always easy. It takes patience, resilience and a willingness to embrace uncertainty. Success rarely happens overnight. But I've always believed that purpose comes first. When you genuinely care about helping people and creating something meaningful, growth becomes a natural consequence rather than the sole objective.
Scotland as a Place to Build a Business
JustBe Botanicals has been supported throughout its journey by Business Gateway, Eastbank and Women's Enterprise Scotland (WES), of which Gail is a proud ambassador, sharing her story to support other female founders building businesses on their own terms. "My ambassador role with WES is about sharing my story and supporting other females."
Looking Ahead
The wellbeing industry has changed enormously since JustBe Botanicals began. There is now greater awareness around mental health, mindfulness, sustainability and the importance of self-care.
I believe this shift is only beginning. As consumers continue to seek authenticity, transparency and products that support both physical and emotional wellbeing, there is a huge opportunity for businesses that genuinely care about the people they serve.
For JustBe Botanicals, the future remains focused on helping people feel more like themselves. Because at its heart, JustBe has always been about one simple idea: Giving yourself permission to be yourself.
At the time of this interview, Gail was working with the visit co-ordinator in Scotland for the Dalai Lama, which resulted in a range of aromatherapy candles, reed diffusers, hand wash & lotions being made under contract by Wax Lyrical.
Originally published in The National, January 2020. Interview by Emer O'Toole, Scotland Means Business. Published here for the first time.