Article

Women in Strategy Brand Workshops: Irritated Inc.

Kelsey Deutschmann — August 7, 2025

Over the past three years, Level5 Strategy’s Women in Strategy (WIS) initiative has hosted a series of free workshops for women founders, entrepreneurs, and small business owners. These hands-on, expert-led sessions are designed to build brand clarity, strategic insight, and business confidence. With expert guidance from our seasoned consultants and constructive input from a supportive peer group, participants leave our sessions with a clear sense of direction and practical tools they can implement right away.

Recently, we spoke with Lucy Ji and Mila MacCuish, co-founders of Irritated Inc., a Toronto-based skincare brand tailored for sensitive skin. After attending our October 2024 WIS Brand Workshop, here’s what they had to say about their experience.

A Fresh Perspective Helped Us See the Bigger Picture

“Getting an outside, unbiased perspective helped us zoom out.”

When you’re deep in your own business, sometimes, it’s challenging to take a step back. The workshop gave us access to a diverse group of peers and consultants who looked at our brand through both a strategic and consumer lens. The guided exercises uncovered blind spots and helped us reconnect with the “why” behind our work, leaving us with sharper messaging and a clearer path forward.

We Refined Our Message and Leaned into Our Scientific Credibility

“It helped us articulate why customers should trust the value of our product by leaning into the science behind the formula.”

We had spent so much time thinking about the look of our brand, and we didn’t recognize how much more we could do by sharing the evidence behind what makes our product so great. The workshop reminded us of the great work we had already done with the science behind the formula and that we needed to elevate this as a proof point that makes our product truly stand out. It was a needed reminder that trust comes from showing not just what we offer, but why it matters.

It Gave Us Confidence to Own Our Value and Price Accordingly

“We came out of the session much more confident in our stance.”

Hearing objective feedback from others in the room gave us a new level of confidence. People saw value in our brand, and that validation helped us rethink our pricing strategy. We felt more assured in the value we bring to the table and more equipped to defend premium pricing in a competitive market.

We Got Strategic and Consumer-Led Feedback at the Same Time

“We can’t just go to a competitor and ask them what’s going on but here, we could get real industry insight.”

The workshop offered us a combination we hadn’t had access to before: strategic business insight and real-time consumer-style feedback. Between the facilitators, our peers, and the Level5 team, we gained multiple perspectives on our brand that helped us identify gaps we hadn’t seen. It made the session one of the most productive brand exercises we’ve done.

The Cross-Industry Peer Network Sparked New Thinking

“Even though we were in totally different industries, we could still pick each other’s brains.”

The networking was an unexpected bonus. We had the chance to connect with other women going through similar growth phases, even if their businesses looked nothing like ours. The candid conversations, shared challenges, and honest feedback sparked fresh thinking that we’ve brought back to our own brand.

Stay connected to the WIS community. We’re always planning what’s next: more workshops, curated events, and insights from women across industries.

Want to stay in the loop? Email us at info@level5strategy.com to join the Women in Strategy mailing list and be the first to hear about upcoming opportunities.

About Irritated Inc.

Irritated Inc. is a Toronto-based personal care company redefining what it means to be truly skin-safe. Built for sensitive, reactive skin, the brand formulates high-performance products without common irritants like fragrance, essential oils, drying alcohols, parabens, or sulfates without compromising efficacy.

Their flagship Face & Body Serum exemplifies this philosophy: a lightweight, fast-absorbing formula designed to hydrate, calm, and support the skin barrier.

Founded by Mila MacCuish and Lucy Ji, two consumers who struggled to find truly non-irritating solutions, Irritated Inc. is built on radical transparency, rigorous formulation standards, and a commitment to simplifying personal care for sensitive skin.

About Women in Strategy

Women in Strategy (WIS) is an initiative by Level5 Strategy that brings together women leaders, founders, and rising professionals in strategy-related positions to share insight, build community, and drive impact.

Through events, workshops, and curated experiences, WIS creates space for women to explore strategy with a focus on real-world relevance, connection, and empowerment.