As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Lucie Durey.
Lucie Hammond is the founder of Green Panther, a clean skincare brand born from her personal journey of overcoming burnout, chronic fatigue, and the hidden toxins in everyday products. Once a driven professional balancing career and family, Lucie’s health challenges forced her to slow down and re-examine what she was putting in and on her body.
Through months of research and a deep detox journey, she uncovered the toxic truth behind many unpronounceable skincare ingredients. Determined to create a healthier alternative, she launched Green Panther with a no-nonsense approach to skincare—pure, effective formulations designed to support long-term wellness without compromising results.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?
In 2020, I was juggling a demanding career, building a cutting-edge virtual reality business, and raising a young family. But suddenly, my body couldn’t keep up. A diagnosis of glandular fever led to months of chronic fatigue and burnout. I was bedridden, exhausted, and stripped of the energy to work, care for my children, or even fully be myself.
During that time, I became acutely aware of everything I was putting into my body—from supplements to skincare. I realised that much of what I had trusted was toxic or misleading. Through months of healing—combining Western medicine, Eastern treatments, and natural remedies—I slowly regained my strength. I discovered something profound: when I nurtured my body, my skin and spirit responded in kind. That intimate connection between health, self-care, and well-being became a guiding truth for me.
Those challenges shaped my values: honesty, integrity, and a zero-compromise approach to wellness. They inspired my commitment to products and practices that respect the body, mind, and environment. Green Panther was born not just as skincare, but as an embodiment of my journey—a reflection of resilience, mindful choices, and my desire to help women feel nourished, confident, and whole.
Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?
Having a positive impact on women drives me. Helping people to feel good (not just look good), embrace their authentic selves, and feel supported in a world that often undervalues them—that’s what fuels me. Green Panther started as a personal journey of healing, but it’s grown into a community that celebrates women, their strength, and their individuality.
Empowerment for me is about creating opportunities, amplifying voices, and honouring diversity. Every choice we make—from sourcing Kakadu Plum sustainably with Indigenous communities to creating non-toxic, high-performance formulas—is about integrity and impact. I want our work to ripple beyond skin-deep results, helping women feel confident, capable, and seen.
Even on hard days, I get up knowing that in some small way through Green Panther, we can foster equality, champion diversity, and create a space where women lift each other up. That sense of purpose makes it all worthwhile.
Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?
The secret to building deep emotional resonance is authenticity. I show up as a woman who has been through exhaustion, burnout, and the slow, sometimes messy reclaiming of energy and confidence. I know what it feels like to lose your fire—the strength, intuition, and wisdom that’s inherently yours. By sharing my story openly, I connect as a woman, and hopefully inspire others to come back to nurturing and knowing themselves.
At Green Panther, everything we do—from our neurocosmetic formulations to our community spaces—is designed to remind women of their own power. We celebrate resilience, self-trust, and feminine strength, creating a space where women can feel seen, nourished, and emboldened to step fully into themselves. True resonance comes not from perfection but from connection, courage, and integrity. Every product, every message, every ritual we create is a reminder: You are powerful. You are radiant. You are magnetic. And you deserve to feel unstoppable—every single day.
What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?
Our most effective marketing strategy hasn’t been about ads or discounts—it’s been about unapologetically telling the truth. I realized early on that women over 40 were tired of brands promising results while hiding behind toxic ingredients and marketing spin. So we flipped the script: we put honesty, transparency, and real stories front and center.
The creative thinking—and the risk—was in leaning fully into authenticity. I shared my own journey of burnout, healing, and reclaiming energy, while highlighting the science and potency behind our neurocosmetic formulations. We educated, we inspired, and we built a community that celebrates women stepping into their power—the lioness within.
It was risky because it challenged conventional marketing norms, but it worked. Instead of chasing short-term sales, we nurtured trust and connection. Today, our audience doesn’t just buy products—they champion the brand, engage with our story, and become part of a movement that’s bigger than skincare.
How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?
I know my community because I’ve lived their life. I’ve been the 40-plus career woman juggling big goals, a family, and the constant mental load. That lived experience means I can anticipate their needs before they’re spoken — from self-care that actually works in a time-poor life to the reassurance that it’s okay to put yourself back on your own priority list.
Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?
I knew Green Panther couldn’t just be another skincare brand promising results on the surface. I wanted women to feel something when they used our products—a sense of energy, confidence, and connection to themselves—not just a visible glow. That meant rethinking skincare entirely.
I dove into research on the brain-skin axis and neurocosmetic ingredients, exploring how specific botanicals and actives could influence not only skin health but also emotional well-being. It was about leveraging science to create products that nurture both the body and the mind. When a woman applies a Green Panther serum, it’s designed to soothe, energize, and uplift—so her skin and her spirit respond in harmony.
This focus on emotional resonance became our defining point of difference. While most brands measure success in texture or wrinkles, we measure it in how women feel—empowered, radiant, and more fully themselves.
In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?
For me, success isn’t just about revenue—it’s about the ripple effect of the choices we inspire. I measure it by seeing women step into their own power, celebrate their unique beauty, and make decisions that respect their health and their bodies. If a woman feels confident saying “no” to a product that’s harmful, or choosing skincare that aligns with her values, that’s a victory.
Legacy, for me, is creating a space where diversity is celebrated, where every woman sees her difference as strength, and where the dialogue around beauty, wellness, and self-respect is elevated. I want to influence women to buck the status quo, to reject the pressure to conform to an often damaging mainstream beauty narrative that tells them they need fixing to fit in. True beauty isn’t about changing to suit someone else’s idea of perfection—it’s about embracing your own body, your own story, and your own power.
Can you recall a moment when a failure became a story worth telling in your press or brand narrative?
There’s one moment that I return to often—it’s the moment when everything stopped. In 2020, I was running a cutting-edge virtual reality start-up, collaborating with global brands, pushing the boundaries of what was possible. And then my body said “no.” I was bed-ridden with chronic fatigue, burnt out, and utterly depleted. My business ground to a halt before it had barely begun. At the time, it felt like the ultimate failure, a reflection of weakness, of ambition outpacing my body and my life.
But that period became one of the most formative experiences of my life. It forced me to slow down, to confront my own limits, and to commit to healing on every level—physically, emotionally, and mentally. It also became the foundation for everything I would build with Green Panther. Choosing to try again, to invest in myself, and to start a business that aligned with my values required courage and conviction—but it taught me that our potential is enormous, exciting, and absolutely worth believing in.
That story of failure turned into a narrative I share openly because I want women—myself included—to remember that we are worth it. That courage, persistence, and self-belief can carry us through the hardest setbacks. As I tell my kids, “If we think we can or we can’t, we’re right.” That lesson is true for us too, and it sits at the heart of Green Panther: that taking the leap, even after falling, is where real growth—and empowerment—lives.
What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?
Every week, I set non-negotiable time for wellness and family connection. That usually looks like regular sauna sessions, yoga classes, and cooking nourishing, hearty meals with my kids. These rituals aren’t just about self-care—they’re a way to reconnect with my purpose and the essence of Green Panther: nurturing ourselves from the inside out, making conscious choices, and honouring our health and well-being.
When I’m on the mat, in the steam, or sharing a meal with my family, I’m reminded why this brand exists. It’s about helping women create their own boundaries, to say yes to what feeds them and no to what drains them, whether that’s toxic ingredients or relentless pressure to keep up with the world. These weekly rituals keep me grounded, centred, and aligned with the “Zero Compromise” philosophy at the heart of Green Panther. They remind me that true beauty—and true success—comes when we respect ourselves, listen to our bodies, and make choices that sustain us physically, emotionally, and spiritually.
How do you approach innovation in a way that makes your brand both trend-aware and timeless?
I’ve never been someone who chases trends for the sake of fitting in. For me, innovation isn’t about following what’s popular—it’s about asking, what truly works, feels luxurious, and will stand the test of time? That’s the lens I apply to every Green Panther product. I want women to feel results, confidence, and care, not a fleeting sense of being “on-trend.”
At the same time, I’ve always had this entrepreneurial curiosity that pushes me to explore the cutting edge. From my earliest ventures, I’ve been drawn to what’s different, clever, and forward-thinking—whether that’s biotech in skincare, neurocosmetic ingredients, or sourcing rare, resilient botanicals. That balance—practicality, luxury, and leading-edge innovation—keeps Green Panther products timeless, yet always distinctively ahead of the curve. It’s not about being flashy; it’s about creating products that feel thoughtful, potent, and deeply aligned with the lives and values of the women who use them.
If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?
If I could pass down one piece of wisdom, it would be this: don’t buy into the hustle culture or let anyone else dictate your pace, your agenda, or your worth. Early in my career, I felt the pressure to keep up, to be “on” constantly, and to chase what everyone else called success. I burnt out hard—my body literally stopped, my energy vanished, and my business plans ground to a halt before they even really began.
It took years of healing and reflection to realise that true entrepreneurial strength comes from knowing your own lane, trusting your instincts, and giving yourself permission to build on your terms. You don’t have to overwork to overachieve. You don’t have to prove yourself by exhaustion. The most important thing you can do is respect your own health, your rhythm, and your vision—because that’s what allows you to create something meaningful, sustainable, and genuinely impactful.
Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?
The beauty and wellness industry is incredibly competitive, and I knew that simply believing my products were outstanding wouldn’t be enough—having social proof and the kind of “street cred” that comes from award recognition is second to none. Awards aren’t just a pat on the back; in a start-up context, they’re invaluable for validating your product and brand, and they help guide iterations and pivots.
One key behind-the-scenes move was partnering with people who truly understood my story and how to tell it. Audacious Agency, for example, listened intently, translating my journey, values, and the Green Panther philosophy into award-winning submissions that captured judges’ attention in a way only they could. Those kinds of strategic partnerships have been game-changing—having someone who can amplify your story with insight, creativity, and precision makes a huge difference.
Ultimately, winning recognition wasn’t about luck—it was about clarity, authenticity, and the courage to invest time and energy into showing the world who we are and why we do what we do. Some of this involved getting over myself, my fears and my tall poppy syndrome to be ok to stand out and speak up.
How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?
Honestly, we’re still very much in the early days—Green Panther has only been fully operating for about a year—so in many ways, it feels like we’re just getting started. That said, the recognition, awards, and media attention we’ve received have been incredibly encouraging and have opened doors we hadn’t expected.
It’s given us the chance to connect with some of our favourite, high-profile stockists and partners who align with our values, which has been both inspiring and validating. Beyond that, it’s helped amplify our story and philosophy—showing that our focus on clean, effective skincare with a “Zero Compromise” approach really resonates. While we’re just scratching the surface, it’s exciting to see these opportunities start to shape the path forward.
If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?
If someone encounters Green Panther or hears my story even once, I hope they leave feeling seen, empowered, and inspired to trust themselves. I want them to know that true beauty isn’t about fitting into someone else’s narrative or chasing an impossible ideal—it’s about embracing your own strength, wisdom, and authenticity. I want them to feel that taking care of themselves—choosing products and practices that honour their body, mind, and spirit—isn’t indulgent, it’s necessary. That when you nurture yourself, your energy, your confidence, and your radiance follow, as a result. And in true brand value rebellion, I’m going to leave you with not one, but two messages – the second would be “If i can see her, i can be her” or if that Lucie lady can build a wellness empire then so can I. I love the idea of encouraging girls to go forth and conquer the business world on their terms.
