Mother+ Meets… Gudrun Wurm, Founder of Little Butterfly London
Tell us a little about what you do and what led you here.
I was born in Austria but left at 19 to pursue my career abroad, working in the US, Switzerland, New Zealand, France and, since 2007, London. My early career was in the corporate world, but I always knew that once I had a child I wanted to build something of my own.
The idea for a premium certified-organic skincare brand for babies came to me in 2012, a year after the birth of my son, when I noticed a gap in the market for high-quality natural options with a luxurious feel. I have always loved lotions, potions and beautiful design, and with my background in the luxury segment the concept came together naturally. Little Butterfly London became my true passion project.
What does a typical day look like for you, if there is such a thing?
I love my little routines. I usually take the bus with my son to his school in Marylebone. I do not have to anymore, he is 14 now, but I really enjoy the time together and the ride through the city. I then jog back through Hyde Park before starting my workday.
A typical day varies. Sometimes I am at my desk, other days I am meeting clients, filming content, visiting our factory or checking goods at the warehouse. I enjoy the variety. One moment I am at a glamorous retailer like Harrods, the next I am doing hands-on work at the warehouse. Staying close to the heart of the business and our team brings me so much joy.
Little Butterfly London is celebrating its 10th anniversary this year. Congratulations. Looking back, what moments stand out the most?
We have had so many amazing moments. One of the biggest highlights is being stocked at Harrods. For me it is the most iconic store in the world, and seeing our small niche brand alongside global giants feels incredibly rewarding.
Expanding into new markets such as Hong Kong, the UAE and most recently Saudi Arabia has also been wonderful. Seeing our products loved by families across so many cultures is truly special. As a citizen of the world, it was always important to me to create a brand with international appeal, and I am so happy that we now reach parents in more than 20 countries.
Developing our microbiome-friendly 3+ kids’ range, which launched in 2024, has been another passion project. Creating new, beautiful, high-quality products is what drives me and brings me the most joy.
How has motherhood shaped how you work or how you define success?
When I first started out, I worked seven days a week for three years, barely taking an evening off. Balancing that with raising my son, let alone enjoying our time together, was incredibly challenging both mentally and emotionally.
Now I treasure my evenings at home with him. Nothing compares to that. The years pass far too quickly.
Today, success for me means doing what you love while keeping peace of mind. Feeling content. Free from excessive worry and doubt. I spent too many years overthinking and stressing, so I now make a conscious effort to nurture a calm mindset. It might sound cliché, but mastering the mind is vital before it runs away with you.
What do you wish people understood about building something from scratch?
It is not an easy ride, but then again, what is? Working for someone else is not easy either; it comes with compromises and limits your freedom.
Building something from scratch means constantly making choices with real consequences, solving problems and learning to manage high-pressure situations. You do not need every skill from the start. You can grow and strengthen them along the way. I am still a work in progress myself.
Building something from the ground up is not just about creating a brand or making money. It builds character. That, I believe, is one of the greatest gifts of this journey.
Where do you find your energy, and what drains it?
I find energy in creating and in keeping all the wheels turning. Working with different people across the business comes naturally to me. I also draw energy from my spiritual practices and from regularly checking in with my mindset.
Worrying and overthinking drain me quickly, so I make a conscious effort to stay centred and balanced.
What is one decision that changed everything?
Business brings constant challenges, and you have to learn to live with uncertainty. It took me many years to choose faith over fear, to do my best and trust that things will work out.
I spent a few weeks this summer deepening my understanding of faith and it was life-changing. For a long time my default was to worry about every “what if.” Realising that we are not meant to worry has been liberating. It has helped me relax, and I have found that this lighter, higher frequency naturally attracts the outcomes I want with far more ease.
You balance luxury with responsibility. How do you see the future of organic and sustainable skincare evolving — and where does Little Butterfly London fit within that?
The luxury customer of today, and even more so of tomorrow, seeks authenticity, transparency and a genuine sense of care. Organic and sustainable skincare is no longer a niche; it is becoming an expectation.
I believe the future lies not only in safe, certified ingredients, but in brands taking true responsibility for the planet, for people and for emotional wellbeing.
What does balance mean to you right now?
Balance means working on my projects with focus, discipline and intention, while still having quality time for myself, my son and my loved ones.
I no longer work every weekend as I once did. There are exceptions, of course, but I now believe weekends should be for recharging, slowing down and enjoying other parts of life.
Balance is not about doing everything perfectly. It is about knowing when to pause, allowing space for rest and reflection, and trusting that results are also drawn to you through frequencies of peace and joy.
And finally, what would you tell other women who are trying to do both: raise a family and build a business?
Doing both is a wonderful thing, but there is no one-size-fits-all. Every woman has to find what feels right for her.
If you feel drawn to working while raising children, I encourage you to follow that instinct. It helps you stay connected to your own passions and purpose. For me, not working was never an option; creating is who I am.
When your work aligns with your passion you build something meaningful for others and grow personally. You discover strength, resilience and self-worth as you step outside your comfort zone. That journey shapes your character and your confidence.
Quick Fire Round
Current bedside book:
As a Man Thinketh by James Allen
Go-to podcast or playlist for a boost:
David Ghiyam
Favourite place to eat with your child - and without:
Made in Italy on King’s Road. Their gluten-free pizza is my favourite.
A mantra or reminder you come back to:
Worry and fear is believing in the evil. Faith is believing in God.