E2E pioneer ‘Queen of the Self Tan ‘ sold her business for multi-millions after over-coming breast-cancer


At E2E, we believe that our Pioneers (GBP100m turnover founders), Ambassadors (GBP10m turnover founders) and Advocates (GBP0.5m turnover founders) are the UK’s leading individuals focused on building and nurturing extraordinary entrepreneurship in the UK and beyond.

One of our Pioneers is Judy Naake, the High Sherriff of Nottingham 2016/17 and a self made multi-millionaire. Judy made her entrepreneurial success & fortune after becoming the UK distributor of St Tropez, a self-tan brand specialising in bronzing cosmetics, tanning and finishing treatments, established in the mid-nineties. In all sense of the words, she truly was a pioneer in the beauty and cosmetics industry, recognised now as one of the most successful women in British business. She sold her business to LDC, the private equity arm of Lloyds Banking Group for multi-millions ten years after she recovered from breast cancer; saying that she didn’t see the point in being ‘the richest body in the cemetery’.

Today, Judy is Honorary Patron of Maggies, President of the Red Cross Nottinghamshire and an Ambassador for the Nottingham Hospice.

Prior to St Tropez becoming a household name and a must have product for many, Judy worked in a related health and beauty field with brands, such as Decleor, Darphin and Australian Body Care. Soon after Judy came on board with St Tropez, the brand achieved recognition by high-profile national publications, won awards such as the Sunday Times Cool Brands awards and many magazine awards. It was also known for having a celebrity following, including Victoria Beckham.

Judy is a well-respected personality in the UK and is a prime example of entrepreneurship. She said: “E2 gives like-minded people the opportunity to do what entrepreneurs do best – network and be inspired. The unrivalled quality of guest speakers at E2E events makes membership an absolute must.” Judy is an amazing addition to our thriving community and somebody we’re delighted to see at all of our events. We are privileged to have Judy a part of E2E; she is a plural mentor who has invested in numerous sectors she is passionate about.


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