Laura Waters and Kelli Aspland are a dynamic duo whose business acumen and problem-solving abilities have made them worthy of their current stature and recognition. The co-directors of Solar Buddies Limited have shown impeccable leadership and contributed immensely to the market. Laura and Kelli were both stay-at-home mothers with young children when they came up with the idea of Solar Buddies. They were frustrated by the lack of options for applying sunscreen to their kids at school, where they were not allowed to touch each other or get help from teachers. These two curious minds wanted to create a product that would enable children to apply sunscreen independently and easily without making a mess or wasting it. They found that there was no such product on the market, so they decided to create it.

In conversation with PerceptivX, Laura and Kelli discuss the importance of being pragmatic and embracing authentic leadership.

PerceptivX (P): Can you describe Solar Buddies Limited’s products, services, and how it functions to sustain itself in the market?

Laura & Kelli (L&K): Solar Buddies Limited is dedicated to providing innovative and sustainable products that provide solutions to help individuals become sun-safe worldwide. Our Solar Buddies sunscreen applicator was the first of its kind, and we have designed it to make sun-safe products affordable and accessible that cater to diverse needs and circumstances. What sets our products apart from competitors is our unique design and user-friendly features. Solar Buddies’ are compact, lightweight, and easy to use, making them ideal for both children and adults. Our USP is our sponge and roller partnership that allows for easy coverage when out in the sun. Its patented technology has proven a hit not only with young children but with adults alike. Our purpose behind our products is to make sun protection easy, fun, and eco-friendly for children and their families. We want to help solve the problem of children getting sunburnt due to inadequate or improper application of sunscreen. We also want to reduce the environmental impact of sunscreen by making our products refillable and reusable.

P: What elements, in your opinion, were most crucial to your success?

L&K: Many traits can help entrepreneurs succeed, but we think the following three are especially important for us:

• Pragmatism: Being pragmatic means being realistic and practical about what can be achieved and how. It also means being flexible and adaptable to changing circumstances and feedback. For example, when we faced the challenge of finding a local manufacturer who was willing to work with us, we did not give up or compromise on our product quality. Instead, we learned how to source and manage manufacturers in China, using online platforms and tools to ensure reliability and trustworthiness. We also tested our product with different sunscreens and customers to make sure it worked well and met their needs.
• Problem-solving: Being a problem-solver means being able to identify, analyze, and resolve issues that arise in the course of running a business. It also means being creative and resourceful in finding solutions and overcoming obstacles. For example, when we faced the challenge of marketing and selling our product, we used various strategies and channels to reach our target audience and generate interest and demand. We applied to appear on Dragons’ Den, attended trade shows and events, partnered with major retailers and influencers, and used social media and our website to showcase our product and its benefits.
• Passion: Being passionate means having a strong and genuine interest in and enthusiasm for what you do and why you do it. It also means being motivated and driven to achieve your goals and vision. For example, we were inspired by our own children and the need to protect them from the sun. We wanted to create a product that would enable children to apply sunscreen independently and easily, without making a mess or wasting sunscreen. We also wanted to reduce the environmental impact of sunscreen by making our products refillable and reusable. We love our product and our purpose, and we are always looking for new ways to improve and expand our business.

P: Could you give an example of a time when your team or organization saw a major improvement as a result of embracing your unique leadership style, even when it didn’t fit with conventional expectations?

L&K: As leaders, we decided to allocate a substantial portion of our marketing budget to social media influencers in the United States. We carefully selected influencers who resonated with our brand ethos and had a substantial following in the U.S. The campaign unfolded, and to our delight, it was a resounding success. Within a remarkably short period, our turnover surged, and our brand gained traction in a market we’d previously underestimated. This experience reinforced our belief in embracing unconventional strategies, trusting intuition, and daring to explore uncharted territories.

P: As a woman in leadership, how have you navigated and challenged gender stereotypes?

L&K: As women in leadership, we have faced many gender stereotypes and biases that have tried to undermine our credibility and effectiveness. We have encountered situations where traditional male-dominated approaches, such as being assertive, competitive, and decisive, were expected or preferred, while our own style, which was more collaborative, empathetic, and innovative, was dismissed or devalued. This was particularly apparent within the manufacturing industry when we started to source our first manufacturers, which are typically very male-dominated. To navigate and challenge these gender stereotypes, we have leveraged our strengths and skills and demonstrated our competence and confidence without compromising our values and personalities. We have shown that we can be both warm and nice, as well as competent and tough, depending on the context and the goal. We have also shown that we can be both collaborative and assertive, as well as empathetic and decisive, depending on the situation and the stakeholder. Again, in our journey as leaders, we have tried to balance demonstrating resilience and showing vulnerability. We acknowledge and accept our emotions, both positive and negative, and express them appropriately and authentically. We don’t hide or suppress our feelings, but we also don’t let them cloud our judgment or affect our performance. We use our emotions as a source of motivation and feedback, and we share them with others when they are relevant and helpful. An example where this balance created a meaningful difference was when we faced the impact of COVID-19 on our business. The pandemic hit the travel and tourism industry very hard, and our sales plummeted. We were in danger of closing the company and losing everything we had worked for. To cope with this crisis, we had to demonstrate resilience and show vulnerability. We had to be optimistic and determined, but also realistic and humble. We had to be proactive and innovative, but also collaborative and inclusive. We had to be confident and decisive, but also transparent and accountable.

P: Could you share “5 Ways Leading Authentically as a Woman Will Affect Your Leadership” based on your experiences?

L&K: Drawing from my experience and insights, here are five key practices that can significantly impact leadership when leading authentically as a woman:

• Self-Examination: Authenticity begins with self-awareness. As a woman leader, take time to understand yourself deeply—your values, beliefs, strengths, and sensitivities. Recognize the unique value you bring to the table. This self-examination lays the foundation for authentic leadership.
• Transparency: Authentic leaders are transparent. Be open about your intentions, decisions, and thought processes. Share your vulnerabilities and challenges. Transparency fosters trust and encourages others to be genuine as well.
• Empathy: Women often excel in empathy. Use this strength to connect with your team members on a personal level. Understand their emotions, perspectives, and needs. Empathetic leadership builds strong relationships and promotes inclusivity.
• Resilience: Authenticity doesn’t mean avoiding adversity. Instead, it involves facing challenges with resilience. As a woman leader, embrace setbacks as learning opportunities. Show your team how to bounce back, adapt, and grow stronger.
• Intentional Action: Authentic leadership requires purposeful choices. Be deliberate in your actions. Advocate for what matters to you. Champion causes that align with your values. Your intentional actions inspire others and create a positive impact.

P: Is there one piece of career advice that you find yourself returning to? And what initiatives are you planning to take to expand your company?

L&K:One timeless piece of career advice that resonates deeply with us is to avoid comparing myself to other business owners. It’s easy to fall into the trap of measuring success based on external benchmarks—their revenue, growth rate, or industry accolades. However, every entrepreneur’s journey is unique. We all face different challenges, opportunities, and timelines. Comparing our path to someone else’s can lead to unnecessary self-doubt and hinder our progress. Instead, we focus on our own goals, celebrate our wins (no matter how small), and learn from setbacks. Our journey is ours alone, and it’s filled with valuable lessons, growth, and unexpected twists. So, we embrace it fully, knowing that our definition of success is personal and ever-evolving.Solar Buddies has an exciting roadmap ahead, with several key initiatives shaping its future. The prospect of major UK and international retailers stocking our product is a significant milestone. This expansion will amplify brand visibility and accessibility. The USA market growth fueled by TikTok and Instagram influencers is promising. Solar Buddies will continue to collaborate with influencers to reach wider audiences.As the company thrives, employee growth becomes essential. Hiring skilled professionals will strengthen operations, innovation, and customer support. By aiming to become a Net Zero company in 2024, Solar Buddies demonstrates environmental responsibility. This involves minimizing carbon emissions and offsetting their impact.