Get Unfiltered with Paragon Ventures is a candid interview series spotlighting the portfolio companies of Paragon Ventures I. Through these conversations, founders share their honest thoughts on what they’re building, the problems they’re solving, and the ups and downs along the way — offering a closer look at the people and ideas driving innovation across our portfolio. In this edition, we feature Giovanna Laudisio, CEO and Co-Founder of Naturbeads Ltd.
1. Could you share your background with us, and what inspired you to embark on the startup journey?
After several years at DuPont, I realised that the corporate environment wasn’t the right space for me. I was drawn to innovation and to working in a faster-paced, more entrepreneurial setting.
In 2014, I had the opportunity to move to Singapore and joined NUS Enterprise, the entrepreneurship arm of the National University of Singapore. There, I worked closely with researchers looking to spin out their technologies through the Lean LaunchPad programme, and I quickly became fascinated by the startup world.
One moment stands out vividly. I was supporting a young researcher whose final presentation was attended by Professor Jerome Engel. After hearing thousands of pitches over his career, he said that ours was one of the best he had ever seen. That was the moment I realised I didn’t just want to support entrepreneurs — I wanted to be one. I just needed the right idea.
Back in the UK, my husband Davide, a professor at the Department of Chemical Engineering at the University of Bath, together with his colleague Janet, a Chemistry Professor, had developed a technology to replace microplastics, which had already been banned in the US and were expected to be banned in the UK. Companies were reaching out for samples — a clear sign of market pull. Thanks to my experience at NUS, I recognised this as a strong signal worth pursuing.
The technology aligned perfectly with my background in chemistry and materials science, as well as my passion for cleantech. I returned from Singapore, convinced Davide and Janet to form a company, and for the past eight years I’ve been leading the commercialisation journey.
2. What was the toughest challenge or decision you’ve faced?
The toughest moment came during the COVID-19 pandemic. We were raising a small funding round to match a successful grant, and after months of discussions with an investor, the final terms were simply unfair.
Turning the offer down was incredibly difficult, especially at a time when investors were becoming more cautious and the future felt uncertain. But I trusted my judgement. Instead, I reached out to friends and family who had previously expressed interest in supporting the company.
The response was overwhelming — within three months, we had closed the round. It was also deeply meaningful to bring on board people who genuinely believed in our mission.
How do I move forward when there isn’t a clear “right” answer?
I’ve learned that waiting for perfect information leads to paralysis. You have to make decisions with the best information available, understand your known unknowns, and have a mitigation strategy to address the unknown unknowns.
3. In your view, what is the “secret sauce” in building a company that stands the test of time?
It starts with addressing a compelling problem — one that customers are truly desperate to solve. Longevity then depends on continuous innovation, and innovation requires listening carefully to customers.
I often see companies pushing technologies that don’t solve a clear need. For deep-tech startups, that approach is especially risky because it requires heavy investment in marketing and business development before the product is even market-ready.
From the beginning, we’ve been fortunate: customers have come to us because they needed a solution to microplastics. We’ve never had to convince them to try our product — the demand was already there.
4. What is one thing you do in business that might be unconventional?
Many startups run numerous paid pilots to demonstrate traction. But a corporation paying £10–20K for a pilot doesn’t necessarily signal deep commitment — large companies may run dozens each year. Some startups end up stuck in what’s often called “pilot purgatory.”
For us, the strongest signal of interest is when corporations choose to test our technology internally — using their own labs, formulations, and researchers’ time. That investment is far more meaningful.
We’ve collaborated with some partners for more than three years, and they’ve tested multiple generations of our product, providing invaluable feedback. I estimate that each of these partners has effectively invested hundreds of thousands of dollars’ worth of resources to help us develop our solution.
5. How have Naturbeads’ cellulose beads reshaped industries, and what new applications are emerging?
Microspheres made from plastic, glass, or ceramics are used across many industries — from cosmetics and detergents to paints, leather, tyres, home care, and life sciences. The problem is that most are not biodegradable.
In applications like cosmetics or detergents, these particles go straight down the drain and ultimately into rivers and oceans. Because they’re so small, collection and recycling are impossible. The only viable solution is to replace them at the source.
That’s exactly what Naturbeads is doing: preventing microplastic pollution by providing biodegradable alternatives. We’re continuing to explore new applications wherever microspheres are used and sustainability pressures are increasing.
6. What do you appreciate most about Paragon Ventures?
Having lived in Singapore for more than two years, I’ve always admired the region’s positive approach to innovation and its strong can-do attitude. When raising our Series A, I was keen to bring that mindset onto our board by involving Singapore-based investors.
In 2023, we participated in the Slingshot competition, where I met Xin Hui from Paragon Ventures, who truly embodies those qualities. Her perspective and energy has been a great addition to our journey.
Click here to find out more about Naturbeads Ltd