Lessons from Plantmade: When Growth Comes at a Cost

Some founder stories inspire us. Others warn us. And then there are the stories that do both — teaching us the truth behind rapid success and reminding us what’s at stake when a business grows faster than its foundation can hold. The rise and fall of Plantmade, founded by Ama Amo-Agyei, is one of the most powerful examples of what scaling without alignment, control, and protection can cost a founder.

This is not just a story about business it’s a story about ownership, resilience, and the unseen realities behind going “viral.”

The Rise Building a £5 Million Brand from a Bedroom

In 2020, Ama Amo-Agyei was fired from her job. With nothing more than belief and £100, she began making hair and wellness oils from her mum’s kitchen.What happened next was extraordinary.

Plantmade didn’t just grow — it exploded.

• From a bedroom startup to a £5 million brand in under five years

• A movement that redefined hair, wellness, and self-care culture in the UK

• A brand that inspired thousands of Black female founders

• A community built through authenticity, storytelling, and purpose

Plantmade became living proof that resilience + alignment + purpose can turn a personal struggle into a national movement. But success has a shadow one many founders only recognise when it’s too late.

The Turning Point! When Growth Outpaces Control

As Plantmade went viral, the pressure increased. Demand became overwhelming. Systems struggled to keep up. The business needed capital, structure, and support. After months of rejections, Ama brought in investors who appeared aligned with her mission.

But behind the scenes, things shifted.

• Ownership changed

• Decision-making moved away from the founders

• Culture began to shift

• The vision that built Plantmade was no longer the vision steering it

By mid-2025, Plantmade entered administration, owing £1.8 million in debt. Shortly after, the brand was sold to new owners for around £30,000.

The brand survived but the founders no longer owned their dream. This is the reality entrepreneurs rarely talk about publicly: growth might elevate your brand, but it can also open the door to losing the very thing you built.

The Reality Check! What Founders Must Understand

Plantmade’s journey revealed the hard truths behind scaling fast:

• Capital changes culture not everyone with money shares your mission.

• Investors can outvote founders once you lose majority share.

• Your vision is no longer yours when you no longer hold ownership.

• Burnout erodes alignment the faster you grow, the harder it is to keep your identity, purpose, and clarity intact.

One line from Ama summarises it best:

“The seeds we planted were good I just hope they’re nurtured with care and honesty.”

Founder Lessons Protect What You’re Building

Plantmade’s story is not a cautionary tale it’s a masterclass.

A reminder that success is not just about revenue, visibility, or virality. It’s about ownership, clarity, and control.

Here are the lessons every founder should take away:

1. Know the Terms Read everything (especially the clauses).

What you sign today determines who leads tomorrow.

2. Growth ≠ Freedom

Not every opportunity is worth taking. Not every investor is aligned.

3. Purpose Over Power

Build with intention, not ego. Capital helps you scale, but purpose sustains your impact.

4. Protect Your Ownership

Your shares, your name, and your brand identity are your lifelines. Once ownership shifts, everything shifts.

Plantmade’s story reminds us:

Funding can fuel your dream but ownership keeps it alive.