If you’ve ever doubted your own potential in business, if you’ve ever thought, “I’m not qualified enough,” or “Success is for someone else”, then Johnny Paterson’s story is exactly what you need to hear.
At this year’s Elite Business Live, we were treated to a keynote that didn’t just inspire. It challenged. It electrified the room. And for those of us lucky enough to be sitting in the audience, it was more than a business talk, it was a personal rallying cry.
Johnny Paterson, co-founder of the now-global beauty brand Dr.PAWPAW, took to the stage with an infectious energy that could have easily lifted even the most tired of delegates after a full day of panels and keynotes. Within minutes, he had us hooked.
From failure to founder
“I’m a failure,” Johnny admitted early in his talk. But this wasn’t a self-pitying confession, it was a reflection on a school system that couldn’t accommodate a boy with dyslexia, dyscalculia, and a mind that simply didn’t fit inside the usual boxes.
He didn’t go to university. He didn’t have a clear plan. What he had was curiosity, an unmatched work ethic, and, as we all saw, a charm that could sell sand in the Sahara.
The PR years
Before creating his own brand, Jonny built brands for others. Starting in pubs and supermarkets, he hustled his way into the world of PR. He climbed from junior to Managing Director over eight years, leading PR campaigns for major consumer hits like Nutribullet, and taking agency revenue from £87,000 to £1.4 million.
But something was missing.
“I loved helping other people grow their brands,” he told us. “But I wanted something of my own. Something that stood for kindness, for quality, for doing things differently.”
Dr.PAWPAW is born
With £20,000 cobbled together, half from the PR business, half from friends, Johnny and his wife Pauline set out to create a product that was natural, vegan, colourful, and above all, affordable for all. And yes, the name Dr.PAWPAW is a nod to the pawpaw fruit, a key ingredient in their hero balm.
But from the beginning, they were building more than a product. They were building a brand with purpose. A company that pays the London Living Wage, donates regularly to charity, and proudly champions sustainable production.
Ten years later? Dr.PAWPAW is now in 5,000 UK retailers and sold in 20 countries, including the US, Australia, Spain, and Italy.
The secret sauce? PR, persistence, and Pauline
As someone with a PR background, Johnny didn’t just talk about the power of marketing, he demonstrated it. Dr.PAWPAW’s success, he said, was built on consistent monthly PR from day one. From product launches to strategic partnerships (like the deliciously on-brand Percy Pig lip oil with M&S), Johnny made it clear: if you’re not marketing your product, no one will know about it.
And while his storytelling was brilliant, the truth is it was Pauline, his co-founder and wife, who earned the biggest applause. As Johnny told it, she wasn’t just a business partner; she was the emotional core of the brand. “She’s at the forefront, just like me,” he said. “She’s been amazing.”
Hard lessons from global growth
Not every chapter has been smooth. Johnny was candid about taking investment too early, choosing the wrong partners, and watching copycat brands emerge overseas.
But his message was clear: take your time, protect your trademarks, and don’t be seduced by quick cash. He emphasised the value of the Madrid Protocol for global trademarking and The Export Academy as a brilliant (and free!) resource for businesses eyeing international growth.
Scaling with intention
Dr.PAWPAW didn’t become global overnight. Johnny spoke about shows like Cosmoprof Bologna (one of the leading events for the beauty industry), serendipitous train journeys that led to government export support, and the absolute importance of visiting your markets in person.
“You can’t understand a retailer in Germany or the US by sitting at a desk in London,” he reminded us. “You’ve got to show up. You’ve got to understand the culture, the nuance, the way they do business.”
He also touched on the huge challenge of stock management and cash flow, especially as order volumes soared. The solution? Hiring smarter. “You need to hire people who are better than you,” he said. “Especially in areas where you’re not strong.”
Mindset, manifestation & madness
While Johnny’s keynote was packed with practical advice, it also had heart. He spoke about mindset, imposter syndrome, and the books that changed his life, for example, The Secret and The Chimp Paradox.
And he left us with one simple mantra:
“A ‘no’ today is a ‘yes’ tomorrow.”
Because persistence, relentless, positive persistence, is what turned a dyslexic kid from Corby into the founder of one of the UK’s best-loved beauty brands.
